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There is a version of the brand identity design process that sounds almost mechanical. Research the business, define the strategy, follow the steps, and a solution appears at the end. In one sense that is true. In another, it misses the part that makes the work worth doing. This is a look behind the scenes at the brand identity for …
Colour is the first thing a brand says. Before a single word is read, before a logo is understood, the eye has already taken in colour and drawn a conclusion: this feels premium, or playful, or trustworthy, or cheap. It is the fastest-acting element in your entire identity, and the most misunderstood. Most advice on the subject stops at a …
It’s one of the questions I’m asked most often at the end of a logo or brand identity project: “Should I trademark this?” The honest answer is that it depends on what your logo is worth to you, now and in a few years’ time. This guide explains what a trademark actually does, how it differs from copyright, what it …
Should you use AI to design your brand? It’s a question founders are asking more and more, and the two loudest answers are both wrong. One camp refuses to touch it. The other hands it the whole job. Neither extreme is doing their brand any favours. My own position sits between the two, and it can be written as a …
