A brand is a set of decisions you can repeat
A logo on its own is not a brand. A brand is the set of choices that make your company recognisable when the logo is not there: the colours, the type, the way you write, how a button looks, what a social post feels like. Our job is to help you make those choices once, write them down, and make them easy to repeat.
What a brand identity project covers
- Positioning. Who it is for, what it promises, and what it will not pretend to be.
- Name, if you need one. We check that it is free to use online before you get attached to it.
- Mark and wordmark. Drawn to work at favicon size and on the side of a van.
- Colour and type. Chosen for contrast and legibility on screens, not just on a mood board.
- Voice. A short guide to how you sound, with words to use and words to avoid.
- A brand book. The rules in one place, plus the files to use them with.
Built for screens first
Most brands now live on phones. So we design the identity alongside the interface: the colours become design tokens the developers build with, the type is tested at body size on a small screen, and the contrast passes accessibility checks before anyone falls in love with a pale grey.
Our own product SIT started this way. Before any code was written there was a brand bible and a tone-of-voice guide: near-black, off-white and one sharp lime, Inter Display and Inter, and a voice that says "See it. SIT it." The app was then built straight from those rules, so the first release already looked like the brand.
Brand and build in one place
The advantage of designing a brand with the people who will build the product is that nothing gets lost in a handover. The brand becomes the interface, and the interface becomes the brand. If you already have a mark you like, we can build the system around it instead.
This site is an example of a looser brief: a neon Dundee at night, drawn rather than photographed, with three typefaces and a strict palette, carried through every page.