Collectus – Graphic Design Studio Melbourne - Brand & Logo Design


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Journal 02

Creating the brand identity

A logo is not a brand. Your brand is actually about much more than just a logo. It’s about all the visible and even invisible elements around the interactions with your company. Its how your staff talk to customers, what you say in social media and how you say it. It’s how all the visual elements come together to create the feeling that you want to resonate with your audience.

Brand identity is where we bring the strategy to life. Which is why Stage 01: Brand Strategy is so pivotable to getting your brand right. If you haven’t determined who you are and what you stand for, then its very hard to hit the right spot with your brand.

But now we can get down to the fun stuff. Creating the look and feel of your brand.


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Allow time for great work to happen

I usually say to my clients, that this is where all the thinking and exploring is done so, as designers, we need time. It’s exciting, yes, but try not to rush conceptual design work. All good things need time to develop and creating brand identity concepts is no exception.

What’s in a brand identity?

We are not just creating a brandmark or logo, we also come up with all the visual elements which make up your look and feel such as:

– Colour palette and how these colours are used
– Typography: your font selection and how type is used
– Brand elements: graphics and supporting style
– Image style: what does your photography look like

Language and the brand story

This stage may also include language style, key messages and your brand story. The brand story can be an integral part of your brand. If you are a business owner, you might have the idea of how your brand communicates in your head. But If you are trying to communicate what your brand is to staff, the brand story can communicate the very essence of what your brand is, and how you think, feel and interact with your audience. These elements would all form the basis for your brand guidelines at the end of the brand process.

Then we show you how it all comes together by combining the elements to sample look and feel items, such as a business card, a web home page, a poster.

The concept presentation

Most design studios usually present about three concept options, each with a varying idea of the visual direction your brand can take, with concept rationales. The concept presentation is a great time for discussion and questions around the concept options, but always take some more time to think about the directions and which one is most likely to spark with your consumers.

The aim would be that one direction appeals to you above all others (and hopefully that is the case!) and then we would move into Stage 3: Brand Refinement.

We’d love to hear what think about this process and if you have any questions, shout out here.


Sarah Lawrey