Visual identity.

People don’t need to think much about logos or the visual branding. That’s precisely what makes them so powerful.

The most recognizable company logos—and brand identities generally—can recall a chain of emotions in only a moment. But creating these instant brand associations involves a lot of work for a lot of people.

Think of at your favorite brand, and it’s a safe bet that every color, every typeface, every shape, and every line of the branding has been sweated over by both branding agency and client.

Brands do this because they know impressions count—whether you’re a billion dollar company or a startup. They understand that brands win by presenting as relevant, trusted, and memorable.

Start on the front line
In a world where your audience is bombarded with marketing messages, attention is so precious. Audience engagement, it’s won, through hard-earned organic efforts or paid advertising spend. And with a flood of emerging startups and niche brands, it’s harder and harder for brands to be all things to all people. When you have a specific audience, generic branding is a bad fit.

Starting with a great story
A corporate logo can be created as a one-off project. You can deliver a quick style guide in the same way. We’ve done it ourselves for many clients (and we’ve become pretty well-drilled at doing so). So why invest in a deeper, more strategic process with a specific brief?

The answer is that your visual identity should help tell your brand story. You need to be able to express your brand story not only clearly, but specifically—the more specific the details, the more memorable the story.