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 …
The luxury sector is entering a new aesthetic cycle, one shaped not by minimalism or the flat design movement of the 2010s, but by a renewed appreciation for heritage, craft and detail. As competition intensifies in the high-end market, brands are seeking ways to differentiate themselves visually, and many are rediscovering what made their identities powerful in the first place: …
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 …
A particular kind of enquiry has been reaching me more and more often. A founder has built their website themselves, or generated a set of logo options with AI, or both. They’ve assembled something that, on the face of it, ‘looks’ perfectly ok. Clean, current, and in theory, suitable. And yet they can’t shake the feeling that it isn’t right. …
If you have ever heard terms like value, premium, high-end or luxury used in branding conversations, you may have wondered what they actually mean in practice. These words are often used casually, but they describe something very important: positioning. Positioning is the place your brand occupies in the minds of your audience, especially in relation to competing alternatives. It shapes …
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 …
In the world of luxury branding, detailed logos are experiencing a resurgence. While many heritage brands have always embraced ornate marks (think crests, monograms, intricate emblems), there is a renewed appetite for richness, craftsmanship and storytelling expressed through fine detail. But designing a detailed luxury logo well is a different discipline from designing a simple geometric mark. The challenge is …
Branding is who you are: your identity, your positioning, and the impression you leave in people’s minds. Marketing is how you reach people: the campaigns, channels and activity that put you in front of your audience and encourage them to act. You can have one without the other, but you shouldn’t. Branding without marketing goes unseen. Marketing without branding is quickly forgotten. To reach your potential, you need both, working in proportion.
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 …
With a luxury or high end brand, every detail is read as a signal. The typeface, the colour, the weight of the paper, the tone of a single sentence: each one tells a discerning audience whether you belong at the level you claim. Brand strategy is how those details get decided on purpose. It is also the stage most often …
Your website pulls together every element of your brand and is often where a potential client first decides whether to trust you. Choosing the right freelance web designer, in London or beyond, shapes that first impression more than any template or tool. This guide covers what to work out before you approach anyone, why a website designer is still worth …
Unless you work in the design industry, hiring a graphic designer can feel overwhelming. There are thousands to choose from, they describe themselves in different ways, and it is hard to know from the outside who will do justice to your project. A little preparation makes the choice far easier, and the results far better. These tips cover the different …
First of all, it’s worth checking whether you’re asking the right question. The majority of businesses need much more than a lone logo design. They need a carefully crafted brand identity to communicate on behalf of their company, often designed in light of research and brand strategy. Even for a small business, that process can be scaled down to suit …
If you live locally to Barnet in North London (as I have for over 10 years now), be sure to look out for Noel Café; a high end coffee shop which will be occupying the space just opposite the large Sainsburys, across from New Barnet rail station. It’s always a pleasure to work with local businesses, and I was delighted …
Another look at the brand identity and logo design process behind the scenes – this time for Old Bank Coffee House. One of the primary functions of a logo is to identify – and in a world saturated with brands, this is increasingly challenging. That’s why I love logo’s which tie into a brands unique story, and that was certainly …
A guide to creating a brand that best represents your unique photography business. Cultivating your brand is one of the most important steps in building a successful photography business. Your brand represents how the world sees you, and your website is the shop window that displays your unique brand. I’ll be speaking with Russ Jackson, a world reknown Portrait Photographer who provides an outstanding example …
Brand Identity can seriously improve the success rate of your business efforts across the board, if it’s harnessed correctly. It’s true, photography itself speaks volumes, but your branding will provide prospective clients with an indication of your price point, the experience you offer… and ultimately whether you are the right fit for them or not! Read more in the guest …
