Branding that makes everything fit together.

Many businesses already have all the pieces – the problem is that they don’t fit together. One blue on the website, a different blue in the logo, three different typefaces, old flyers, new social media and no clear rules. I help pull it all into one visual direction.

The color palette has to work in practice – I take primary colors, secondary colors, backgrounds, contrast and digital interfaces into account. Typography has a huge impact on a visual identity, and a tech company doesn’t necessarily need to communicate with the same type as a traditional trades business. I set up a simple system with clear rules for headings, body text and other elements.

An identity can also include shapes, lines, patterns, illustrations, icons or other elements used across the website, social media, presentations and print.

If the identity will be used by several people, I collect the rules in a brand guide: how the logo is used, color codes, typography, clear space around the logo, incorrect usage, photo style and graphic elements.

I work mostly digitally, so I also think about branding in the context of modern websites and interfaces – how the brand looks as a button, a dashboard, a favicon, an animation or a social media thumbnail. That matters if the brand mainly meets its customers online.