Brand identity design
A logo is one part of a brand identity. I develop the relationships between the mark, typography, colour and supporting graphics so the visual language can stay recognizable across different sizes and formats.
How I approach it
I begin by clarifying the audience, context and intended character of the identity, then gather references and explore directions through sketches and vector studies. Promising options are tested at small sizes and in realistic applications, where spacing, contrast and legibility become clear. The system can then extend into digital layouts, campaign graphics or motion, with practical guidance for using its core elements consistently.
The scope can range from a logo and a small set of usage rules to a broader visual identity with supporting graphics and digital applications. The aim is to give future design work a clear visual foundation, while leaving enough flexibility for different content and channels. The work shown in the site archive includes identity projects and visual explorations.
What I can help with
- Primary logo, alternate marks and symbols
- Typography, colour and graphic direction
- Visual identity systems and usage guidance
- Digital brand applications and art direction
Tools & methods
Illustrator · Photoshop · Figma · Art direction
Frequently asked questions
What is actually included in an identity project?
Beyond the primary logo: alternate marks, typography and colour direction, supporting graphics and clear usage guidance, plus the final vector files your printers and developers need.
Can you evolve an existing identity instead of starting over?
Yes. Sometimes the right move is a careful evolution that keeps brand equity, and sometimes it is a redesign. I recommend the direction after looking at where the current identity works and where it breaks.
How do you know a logo will work in the real world?
Every promising direction is tested at real sizes, from a 16-pixel favicon to a storefront, and in realistic applications before anything is finalised.