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Visual identity work varies significantly based on whether you're starting from scratch, refreshing existing identity, or fixing inconsistent application.
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Translating brand positioning into visual assets that communicate effectively and work across all applications.
Visual identity is the tangible expression of brand strategy and positioning. It includes logos, colour systems, typography, imagery treatment, and how everything works together across digital and print contexts.
We approach this as strategic consultancy backed by execution. We define what your brand needs to communicate visually, then either execute design in-house or brief specialist contractors from our network for complex creative work. This ensures visual decisions serve commercial objectives, not just aesthetic preferences.
The exact scope depends on your situation and budget. Startups need complete systems. Established businesses refreshing their identity might only need logo and colour updates. Companies whose branding has evolved inconsistently need consolidation and documentation.
Logo development creates the primary mark that identifies your business. This isn't about "liking" a design -it's about whether the mark communicates appropriately for your market and works technically across applications.
B2B companies need logos that communicate reliability and capability. Startups entering the UK market need an identity that looks established enough to win business. Companies with dated logos need updates that work on digital platforms without losing recognition built over the years.
Logo work includes primary mark plus variations: full colour versions, single colour for limited applications, reversed versions for dark backgrounds, stacked or horizontal alternatives for different spaces. Each needs towork at business card size through to vehicle signage.
Colour systems establish a palette with specific codes for consistent reproduction. CMYK values for print, RGB and HEX for digital, Pantone references when precise matching matters. This prevents the common problem where printed materials don't match website colours.
Colour psychology matters less than market appropriateness. Professional services firms need a different palette than creative agencies. Technical B2B companies need a different approach than consumer-facing brands. Regulated sectors may require more conservative choices than innovative startups.
Typography systems define fonts and usage rules. Heading fonts, body text fonts, where each applies, weights and sizes for different contexts. This includes licensing for web use and ensuring chosen fonts work across the platforms your business uses.
Imagery and graphics establish visual language beyond the logo. Photography style, illustration approach, graphic elements, iconography. For product-based businesses, this might include technical specifications and production capabilities. For service businesses, more likely people, processes, and workplace environments.
Every visual decision connects to positioning. If you're positioning as technical specialists, visual identity needs to reflect capability and precision - not creative flair. If you're premium-positioned, your identity needs to look premium. If you serve multiple sectors, identity might need flexibility while maintaining consistency.
We spend time defining strategic direction before any design begins. What should this brand communicate when prospects first see it? Established or innovative? Technical or accessible? Traditional sector with modern approach, or completely contemporary?
For international companies entering the UK, this often means adjusting the visual approach for British business culture. What works in American or Asian markets doesn't always translate directly to UK B2B buyers.
We don't deliver logo files and consider the job done. Visual identity gets implemented through marketing and sales operations - websites, campaigns, printed materials, social media. We refine what works and adjust what doesn't through real application.
This matters particularly for businesses operating across multiple contexts. How identity works on a website differs from exhibition stands for example.
Visual identity needs brand guidelines that document usage rules and prevent inconsistent application. These ensure everyone creating materials - internal teams, external contractors, future agencies - applies identity consistently.
Identity also drives all marketing decisions. Website design, social media presence, printed materials, campaign assets, all built from a visual identity system.
Visual identity work varies significantly based on whether you're starting from scratch, refreshing existing identity, or fixing inconsistent application.
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