Service · Visual identity
Visual identity design
Recognisable even before you read the name.
We design visual identities that give each brand an expression of its own. From our studio in Barcelona, we work on logo, typography, colour, composition and graphic devices as a whole. The aim is for the brand to be recognised on a screen, in a publication or in a space, and for its team to have clear rules for applying it.
A visual language with personality and range
An identity has to respond to the nature of the company and to the situations in which it will be used. A symbol can work very well in a presentation and lose legibility on a small pack. An attractive palette can fall short when it comes to organising a wide range. Designing the system means anticipating those situations.
We start from the positioning and the messages the brand needs to convey. We explore a visual direction and test it with real content. That lets us judge its character, its flexibility and its ability to sit alongside photography, sales information or different products without being diluted.
How we think about visual identity
Every shape in an identity has a reason for being where it is.
We build a symbol, a typeface and a set of colours that work together.
So every new piece is recognisable without repeating the same thing every time.
Animation: a construction grid gives shape to a symbol; the typography and colours appear beside it, and the whole set moves onto a business card, a screen and a sign.
Clear Flow and Human First
A well-built identity makes day-to-day work simpler. We define a few clear rules that make it possible to design new pieces without checking every detail, and without the brand losing its shape.
We design with the people who will use the identity every day in mind: designers, suppliers and teams who don’t work in design. A system that is understood is a system that is respected.
The elements of an identity
Logo and versions
We develop the brand signature, its proportions and the versions needed for different backgrounds and sizes. We define clear space and uses that keep it legible.
Typography and colour
We choose type families and a palette, each with a specific role. We establish hierarchies that make it possible to tell messages apart, organise information and keep continuity across media.
Composition and graphic devices
We create rules for grids, images, shapes and other elements of the visual language. The identity gains expressive range without relying on the logo being placed on every piece.
Applications and guidelines
We design the agreed formats and document the rules with useful examples. The guidelines help in-house teams and partners interpret the identity consistently.
Designed to be worked with
The review covers contexts of use, reductions, backgrounds and combinations of content. We also consider the needs of whoever will receive the materials: file formats, versions and organisation. The choice of applications depends on the project; a product brand, a service company and a restaurant don’t need exactly the same system.
From concept to application
Understand
We review the strategy and the media in which the identity has to work.
Clarify
We agree on the attributes it should express and which existing elements have value.
Design
We develop the system and show it in representative applications.
Refine
We fine-tune proportions, contrast, legibility and consistency across pieces.
Launch
We deliver the files and usage guidelines included in the scope.
Case study
Naming and brand system
Sand Farcit
The name Sand Farcit ties the product to its setting in Sant Cugat. From that idea we developed the visual identity and its applications, with a language of colour and shape that echoes the generosity of its sandwiches.
See the project: Sand FarcitQuestions about visual identity
Can we work on the identity if we already have a strategy?
Yes. We review that starting point and translate it into a visual language. If any positioning decisions are still open, we identify them before they affect the design.
Does the project include every brand application?
It includes the ones agreed when the scope is defined. We prioritise the applications needed to test the system and put it into use; extensions can be developed later on the same principles.
Can we keep elements of our current identity?
Yes. A colour, a symbol or a composition can be recognisable assets. We assess what deserves to stay and what needs adjusting so the new identity holds together.
Let’s give your brand an expression of its own
Show us how your brand presents itself today and where it needs to work tomorrow. We’ll design an identity ready for that journey.
Let’s talk about your visual identity