Although the words ‘brand’ and ‘logo’ are often used interchangeably —and are both crucial for any successful company — a logo is only one component of your brand, or brand identity.
Brand identity comprises who, or what, your brand is at its core: the values to which your brand adheres, the ways you communicate your products and services, and the emotional response you wish to evoke from those who engage with your brand. It’s what sets you apart from your competitors — your point of difference.
Our strategy-first approach provides a more in-depth understanding of what makes your business unique, bringing clarity to your business’s visualisation through brand design.
As consumers, while we recognise brands visually, we engage cognitively. Customers forge lasting relationships with brands which prove their value and connect emotionally with their target audience. At Principle Design, we take a holistic approach to branding, creating a visual identity, brand story and customer experience that builds recognition, engagement and conversion. We bring business and brand strategies to life by creating a distinctive, long-lasting and informed visual identity that reflects your brand’s purpose, speaks to your target market, and applies to all brand touchpoints both digitally and offline.
Visual identity strategy and design often involves evolving or abandoning an existing brand identity and can mark a new phase of growth for businesses. We draw on your established company’s communication strengths through this rebranding process and extrapolate from the existing brand equity to leverage your new identity. Brand recognition can be rendered into a new visual identity through colour palettes, typography, animation and other visual elements. Brand recognition can extend even further through to aural cues and the tactile look and feel of a brick and mortar store.
While a logo isn’t a brand, it is the embodiment of your brand’s identity and considered an integral part of any business. A logo is a unique identifying mark that helps your business stand out from the crowd and your competitors. We place this as the centrepiece of your visual identity. A well-considered brand identity will emanate through its logo — its visual cues will evoke something more profound within your customers.
Many businesses are multi-structured and may have a number of sub-brands or affiliated companies. Multi-tiered companies often require a more complex design approach than designing for a standalone identity. When designing for a company with sub-brands, it’s essential to maintain a balance of consistency (amongst parent and child brands) while ensuring each sub-brand’s unique qualities are defined. Understanding your service or product offering, as well as your operational structure, is key to being able to communicate to your intended audience clearly — whether you are a big or small business.
At the completion of the brand design, we provide you with a style guide to your unique brand identity, which will explain how to use your brand mark and visual language elements consistently and most effectively. This style guide can be used as a guide, moving forward, for any new Marketing or collateral, while also providing you with a deeper, more holistic, understanding of your brand and its identity.
Sub-brand Logo Design
Secondary Brand Elements