Brand Identity & Visual Systems

Guidance on building brand families, iconic logo design, color, typography, and developing scalable, memorable brand identity systems.

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Recent Articles

The Illusion of Brand vs the Demand of Marketing: 5 Myths about Brand Investment

Design & Culture

Investing in your brand is always an investment, and it can pay off more quickly than most people realize. Let’s talk about it.

Branding with AI: Designing Ideas That Actually Stand Out

The branding world is stuck in a loop—algorithmically optimized, endlessly recycled, and visually homogenous. Whether it’s millennial skincare, artisanal coffee, or neo-grotesque everything, sameness reigns.

Brand Refresh vs. Rebrand: What’s the Difference?

Naming the difference between a Rebrand and a Brand Refresh might be splitting hairs, but it will help you figure out what's best for your brand.

Why Investing in a Strong Brand Matters More than Ever

Design & Culture

3 Lessons on the importance of investing in your brand, according to 450 CMOs.

How to Create Brand Guidelines in 5 Steps (Tips, Examples + Templates)

What’s a Creative Agency? How They Help & How to Find One

Brand Singularity: The Only Way Schools Will Win in Education

10 Rebrand Tips to Make Your Branding More Effective

The Ultimate Guide to Branding a City, Smart City, or Town (Plus 6 Examples)

How to Determine the Value of a Rebrand

6 Ways Brand Design Can Improve Your Business

Boise Logo Design Tips for Small Businesses

How to Build an Internal Team for Your Branding Project and Clear up Confusion

Brand Identity Design for Cities, Towns, and Neighborhoods

Environmental Design