Designmind is the leading award winning design agency
with consciousness on creating brands and brand identity.
Development of the brand name takes place according to the brand analysis process. Through analysis of the identity, strategy and the essence of what the brand is, and where it is going, the right name, or names is developed.
The proces take in consideration all the aspekt of the core identity. What is the brand, and where is it going? What is unique about the consciousness this brand want to tell and radiate to the world?
Through transcending the brand analysis process, the logo is developed. The process takes place in a field of logic, creativity and wisdom. A range of solutions will be tested and the right solution created.
In this process all aspect of the visual appearance, connected to the truth of the identity is visualized and tested. With consciousness, awareness and creativity through the brand development process, the right and unique logo and brand are created.
The visual identity illuminates the essence of identity, which defines the brand image. The logo is the core of the identity. Visual identity can include: Design elements, colors, typography, custom type, stationery, websites, correspondence, printed matter, advertising, signage and general communication.
Brand identity is the personality or spirit of the brand, it is the DNA of the appearance, The path and action is revealed by the strategy.
A brand must have a vision and strategy to be right and memorable, established by the right consciousness and awareness. The strategy must be strong, clear and unique.
The brand strategy is the extension of the brand identity. Brand identity is how the brand appears, brand strategy is how the brand behaves. A deep alignment between name, logo, identity and strategy is established.
A tool for the brand strategy can be a brand guideline for navigation and communication.
The design guideline or brand guideline is an operational tool that defines the use of the brand as a platform for communication. The guideline is manifested by the visual identity and driven by the strategy. It sets rules and standards for how the brand shall behave. Recognition through repetition and flexibility through variation.
Guidelines can include: Use of logo, design elements, colors, typography, stationery, correspondence, websites, printed matter, advertising, signage and general communication.
The design implementation process defines the brand architecture in operational way. A brand has to be guided by some rules that defines the identity on all levels. It is defined by the brand strategy and visualized by the brand guideline.
The implementation and vision for the brand has to be in alignment with the brand, true to the core identity and flexible for variation.
Besides the corporate brand some companies or organizations have a product brand or product brands. A product brand can (but not necessarily) have a visual identification to the corporate brand. For some companies the product brand is the main corporate identity.
There is a tendency to a collapse between corporate brands and product brands. The boundaries between corporate brands and product brands are being more and more transparent. The more visible a product brand becomes, the more likely it will be received as a corporate brand.
A brand usually uses some kind of typography/ type in the communication. Some brands use a special developed custom type created to strengthen the brand identity. The type is the communicating words that support the brand.
A custom type is a strong extension of the brand image, and can be used as identity, from logo to the communication platform.