How to create a consistent, lasting and memorable Look and feel for your brand?
Brand Identity
Branding is a nebulous word. Branding is a nebulous word. People usually refer to logos or colors when talking about it. As an entrepreneur, C-suite executive or consultant, you're certain to know that it's more than that.

The logos and corporate colors are an important conveyor of your brand, but they should be an expression of something much deeper. Your brand identity.
The difference between Logo, Identity and Brand.
It can be difficult to distinguish between the terms logo, identity, and brand. Let's figure out their differences:

What is a logo? – Logos are symbols, images, or words that identify a specific business or company in its simplest form.
Symbol
Sign
Image
Word
Icon


What is identity? – An identity is the collection of tangible brand elements that together create one brand message and image (such as brand name, brand message, brand domain, and set of visual elements that form part of the overall brand.)
· Brand Name Read more...
· Messaging/Claim/Tagline
· Domain Name/URL's Read more...

· Visual Brand Identity:
Logo Design System
Typeface/Typography/Font
Color Palette/Corporate Colors
Style/Pattern/Shape
Layout Composition/Imagery
Graphics/Illustrations/Icons

Stationery Set (Business Card, Letterhead, Envelope, and etc)
Giveaway
Exhibition & Interior
Website
SMB
Email Signature, etc.


What is brand? – A brand is how people perceive your company?
Voice and Tone
Values
Emotions
Stories
Identity
Positioning
Promise
Relationships
Expectations
Memories
Behaviours, etc.


Designers put a lot of focus on making the visual identity of a brand distinctive and memorable.
It is therefore not uncommon for the visual representation of a brand to be the first thing that we associate with them. But branding encompasses more than the visual elements of the brand, and the visual elements are probably not the ones you should think about first when building a brand.

Every brand has both tangible and intangible elements:
Intangible/Brand Strategy:
Mission, vision, values, customer experience, communication, etc.
Tangible/Brand Identity:
Logo, colors, typography, imagery, etc.

Together the tangible and intangible elements should create a cohesive brand image that the customer can perceive. The brand image signals the values of the brand and helps the customer decide whether or not to purchase. We call that 360 branding. Read more...
Challenge
Your logo is the first experience your audiences have with your product or service; but it is not your brand. your brand needs much more components than a logo. Brand's identity, with custom and integrated designed, that will out-perform your competition.

· How many companies are there in your business?
· How many companies use your corporate colors?
· How many brands are there like your name in market?
· What message does your corporate logo and color convey to the customer?
· What image or message of your company, business, product or services is hidden in corporate design?
· How many companies use the same slogan or tagline as you?
· What sets you apart from so many similar names, colors or companies?
· How to create a consistent and memorable Look and feel for your brand?
Solution
Corporate design helps the brand develop its own unique stance and differentiate itself from others in the market. This differentiation also helps in developing a brand reputation and positioning and getting a loyal customer-base in the market.
Brand Identity
· Brand Name Read more...
· Messaging/Claim/Tagline
· Domain Name/URL's Read more...

· Visual Brand Identity:
Logo Design System
Typeface/Typography/Font
Color Palette/Corporate Colors
Style/Pattern/Shape
Layout Composition/Imagery
Graphics/Illustrations/Icons

Case Study
Holtmann Since 195O

Two images, a common message, more market share.

Holtmann (Holtmann GmbH & Co. KG) is one of the leading service provider for trade fair and event in Germany. Holtmann was able to change the exhibition construction landscape internationally, and worked on various global projects in Berlin, Cologne, Frankfurt, Nuremberg, Hanover, Milan, Paris, Moscow, London, Shanghai and Dubai.

In 2018, as Holtmann (Holtmann GmbH & Co. KG) Design- and Brand Consultant, along with rebranding and brand strategy transformation, definition and design of a new image and identity was put on the agenda.

After three months deep research and analyzing more than100 international trade fair and event companies in Germany, we found about 30 companies that use the word Messe+Event in their sub claims, title or slogan, more than twenty companies also had black and white in their corporate colors.

My suggestion was to define a brand architecture and create a new (sub) brand with a completely different and unique image, as well as to develop Holtman with a new approach.
Holtman Since195O was born with a fiery orange and white as a main color, silver and anthracite as the accent color. Traditional Holtman but, instead of black and white, a combination of white, anthracite and orange was chosen as the accent color.

There were no other trade fair and event companies in Germany at that time using such a corporate color combination. Our goal was to create a new, relevant brand with an emphasis on design rather than construction. A company with two images in the mind of the audience; One is the serious color of anthracite and white, symbolizing the company's seventy years of experience; and another, combination of orange and white for a new brand with a young and ambitious approach to gaining more market share.
Two images, a common message, more market share. Read more...
Let's talk about your project
Would you like to work together to build a better brand identity?

In order to achieve the better results, we suggest you attend our workshop so we can discover more about you, your brand, and your brand vision; and accordingly, provide the best brand strategy, design, and growth plan.