Identity

Creating a visual identity for an organisation means defining the tone of communication for them in the most visible and high profile instance of communication they will have. It aims to get to the core of the brand - to define its look, its personality, its future and its position in the marketplace.

It is a skill culled from a definition of who the organisation is, what they want to communicate about themselves and to whom they want to communicate.

For logo generation, these concepts are distilled into a lead visual format that will aim to be iconic and as simple as possible. Economy of elements usually defines a strong identity.

Coupled with logo design, the branding of an organistation goes further to assist in defining their tone of communications - the language they employ, adjectives that should be used around the brand, what imagery should be used in tandem with the brand and, ultimately, the rules of governance around brand usage.