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Branding—Strategy, Trademark, Corporate Identity and Graphic Design

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Whether creating a company’s brand from start-up, re-envisioning it or continuing a developed one, it is important to understand a company’s attributes, character, goals, market position and differentiators. Taken in context with a company’s industry(s), great care should be given to understanding and developing a visual look. That look could include, but aren’t limited to, iconography, design elements, typography and color as well as personality traits through messaging, taglines and tone. There are varying approaches that sometimes also involve looking at historic context, a primary’s idiosyncrasies or even exploring contrasting structures of a competitors approach to branding and market strategy.

So, how do we get started? Using a consultative approach to brand development and deployment, we will meet with you to understand your goals and objectives, your passions, and what's keeping you up at night. Then we will build a process that will forge a complete solution that helps you achieve your business goals.

When considering initial steps we define specific terms as:

  • Strategy—In terms of branding this embodies the marketing structure of a company in context with its current and planned product(s) and service(s) with its goals and positioning in their market.
  • Trademark—Any word, name, slogan, design, or symbol used in to identify a particular product or service and distinguish it from others.
  • Corporate Identity—Elements, aspects, characteristics, differentiators of a brand that are developed and extended to marketing and communication needs throughout a branding structure. Basic corporate identities generally include logos (including sub-brands), colors, specific design elements, typographic use, copywriting tone, slogans and taglines, photographic/graphic/illustration context and tone.
  • Graphic Design—Serves as the extension and application of corporate identity. This is done by fusing the elements of your corporate identity into real world applications such as stationary, collateral, advertising, websites, packaging, signage, and etc.
 




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