Brand Design & Visual Identity
Brands people remember: logo, colours, typography and imagery, built into a brand system with clear rules, so every touchpoint looks like it comes from the same company.
Based in Hamburg, Germany, working remotely with clients across Germany and abroad, in German or English.
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A brand is the sum of every impression a company leaves: its name, its look, its voice, the way it answers an email. Brand design gives those impressions a consistent form. I design visual identities and build them into brand systems that work from the business card to the app.
Identity: the visible parts
- Logo: a mark that works small and large, in colour and in black and white, on screen and in print.
- Colours: a palette with clear roles, checked for contrast and accessibility.
- Typography: typefaces for headlines and text, with sizes and spacing that work on every screen.
- Imagery: a style for photos, illustrations and icons, so visuals from different sources look like one brand.
- Voice: how the brand sounds, with examples of what it says and how.
Brand system: rules that keep it together
The identity becomes a brand system: rules and building blocks for logo placement, colour combinations, layouts and templates, so the brand stays consistent when many people work with it, and the web design system gets its foundation. How a logo grows into such a system is explained in From logo to brand system.
Process: how it works
- Discovery: what the company stands for, who it speaks to and how it differs from competitors.
- Directions: two or three visual directions to choose from.
- Refinement: the chosen direction worked out across real applications.
- Guidelines: the brand system as a document and as files ready to use.
Result: what you get
A brand that is recognisable at every touchpoint, guidelines your team and partners can follow, and all files in the formats you need.