Branding and Identity

Branding and Identity

Pinpointing your core values is extremely important when branding your business. Once you highlight these, you can start to build upon a story for your company.

How to capture your business’ personality…

Core Values

Pinpointing your core values is extremely important when branding your business. Once you highlight these, you can start to build upon a story for your company. Developing a personality makes your brand authentic, attracts the right customers to you, develops company culture and encourages innovation. Major brands utilise their core values in marketing campaigns – instilling confidence in their story.

Let’s take Nike for example. Nike’s core values are: Community, Sustainability, Diversity and Social Responsibility. Fundamentally, Nike is a sports brand, however, their core values prove that they are more sophisticated than that. Focusing on just sustainability, here are just a few of Nike’s net-zero initiatives:

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A New Shipping Box

If you want to stand out in a saturated market and create powerful connections with your customers, you must research and develop your core values. Once these are confirmed, the design process will naturally begin to take form.


Your logo is the face of your business and the first impression that sets the tone. When you see an apple on a phone or the golden arches on a long drive home you instantly recognise the brands. Apple and McDonalds are examples of logos that have embedded themselves into our daily culture. Simple concepts that appear on all products, adverts and campaigns – that with the right exposure are timeless.

Logos can be a logotype (text-based), a logo mark (icon-based) or both. When you put these two aspects together you create a combination mark, which is the most popular kind of logo. If you are a small company, having a combination mark, helps new customers identify your brand.


Creating a tone of voice is important for your identity, but styling this voice is equally as important. A correct typeface can transform your message. You can make your words look silly for a children’s toy, sophisticated for a lawyer’s business card or even scary for a Halloween poster. Typefaces can be split into two categories: serif and sans-serif.

Serif letters were invented by the Romans with ‘decorations’ on them. Typefaces such as Times New Roman and Baskerville are used in newspapers, books and large documents. These typefaces are theoretically easier to read as our brains have become accustomed to the shapes that letters make to form words.

Sans-serif means without the ‘decorations’. These typefaces are seen to be modern and fashionable. Back in the 1990s, many designers opted for sans-serif typefaces which may explain the growing use of this style.


Imagine if Coca Cola was blue, NHS was pink, and ASDA was orange. Doesn’t feel right does it? Colour can evoke subconscious feelings and powerful emotions in your customers. Understanding the science behind colours helps to pick the right ones to compliment your brand. Repetition of your brand colours increases memorability and so it is important to consistently use the same colours across all design collateral. To pick the right colours, you should think of your brand as a person. What would their personality be? Loud, energetic, calming, youthful or sophisticated? Below is a break-down of what different colours mean:

Once you have identified your core values, graphic designers can work with you to develop your branding across all elements discussed above. Logo design, typography and colour. These are key starting points that must be intelligently selected so that your business is portrayed correctly for your chosen target market. When you have the basics perfected, moving on to website creation, marketing campaigns and animations will be a seamless transition.

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