5.1Brand and online presence

Visual identity

An organisation with three versions of its logo and different colours on every document looks less solid than it is. We design the visual identity from scratch and leave simple rules that keep it the same wherever it appears.

Signs you need this

  • The logo circulates in several versions and nobody knows which one is correct.
  • Every proposal or presentation goes out in different colours and fonts.
  • When the printer asks for the original logo file, nobody can find it.

An organisation's image is built from the things its customers receive: the proposal, the presentation, the website, the social media page. When each piece is made by a different person with no common reference, the whole looks improvised, even when the work behind it is solid.

We start by understanding what the organisation does and who it serves. We design the logo and the system around it (colours, typefaces and rules for applying them) and present options in short rounds of proposal and revision until a version is approved.

Identity comes first in this layer because everything else rests on it: the website, the advertising and the campaigns all use the same colours and the same logo. At the end, the organisation keeps files prepared for the printer and for digital use, and a short guide that any member of staff can follow.

How we deliver

  1. First conversation

    We learn what the organisation does, who it serves and what graphic material already exists.

  2. First proposals

    We present several logo and colour options for the organisation to compare and choose from.

  3. Revision

    We gather your comments and refine in short rounds until a version is approved.

  4. Final files

    We prepare the logo and the other elements in every format needed, for print and for screen.

  5. Usage guide

    We hand over simple rules for using the logo, colours and typefaces, so that future material stays consistent.

What you keep

  1. The approved logo, in every format needed
  2. The identity's colour palette and typefaces
  3. Files ready for the printer and for digital use
  4. A short guide to applying the identity
Layer below4Software and web