Menu
A visual identity translates a brand’s strategy into a recognisable visual language. Its logo, colour, typography, imagery and graphic elements work together to express what makes the business distinctive and help people identify it wherever they encounter it.
A strong identity is a system, not a collection of individual assets. Develop a visual language that can adapt across channels, scales and contexts while retaining its character, supporting recognition and making the brand useful to the people who apply it.
Visual identity services
Connect the idea behind your brand with the way it looks and behaves. Build a coherent set of elements and principles that works across digital, print and physical applications.
Develop a recognisable brand mark that expresses the positioning and works at different sizes and across relevant contexts. Explore distinct directions, refine the chosen idea and define versions, spacing and usage that support clarity and recognition.
Create a colour palette and typographic system that express the brand’s character and support readable, accessible communication. Define hierarchy, combinations, contrast and practical rules for consistent use across print and digital environments.
Develop the visual devices, shapes, patterns and graphic components that give the identity its own character beyond the logo. Establish a flexible language with clear principles for combining elements and adapting them to different applications.
Define the role, style and treatment of photography and illustration within the identity. Establish a coherent approach to subject matter, composition, colour and image selection that supports the positioning and gives teams practical guidance when creating new content.
Bring the identity to life across representative touchpoints, from stationery and communication materials to digital interfaces and physical environments. Test the system in realistic contexts, refine its behaviour and provide a foundation for consistent implementation.
Describe how you want your brand to be seen.
What is a visual identity?
A visual identity is the system of visual elements that makes a brand recognisable: its logo, colour palette, typography, graphic language, imagery and the principles that govern how they work together. It expresses brand strategy through a consistent but adaptable visual language.
What is the difference between a logo and a visual identity?
A logo is one identifying element. A visual identity is the broader system that includes the logo and all the other elements that give the brand its appearance and character. A distinctive identity should remain recognisable even when the logo is absent.
Do you need brand strategy before designing a visual identity?
A clear strategic foundation helps identity design respond to the right business, audience and positioning objectives. If a strategy already exists, it can inform the work. If it is unclear or outdated, focused strategic work may be needed before developing the identity.
Can an existing visual identity be refreshed without a complete rebrand?
Yes. An identity refresh can improve elements such as typography, colour, graphic language or applications while preserving recognisable assets. The appropriate scope depends on what is working, what is limiting the brand and how much change the business needs.
What does a visual identity project deliver?
Depending on scope, deliverables can include logo and wordmark files, colour and typography systems, graphic assets, imagery direction, representative applications and visual identity guidelines. The system is developed to support practical use across the channels relevant to the business.
Strategy, identity and digital experiences come together in different ways. Here's a selection of projects shaped by different challenges, ambitions and opportunities.
Explore selected projects ↗Developing something new, rethinking an existing brand or considering a different direction? Tell me what you're working on and we'll take it from there.
Start a conversation ↗
