Branding & Identity Systems

Beyond a logo — the full system that makes a brand recognisable.

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1. 00:00Branding & Identity Systems. Beyond a logo — the full system that makes a brand recognisable.
2. 00:06A brand is not a logo.
3. 00:11It is a repeatable system: marks, colours, type, imagery, tone and rules for how they combine.
4. 00:17The system is what creates recognition across a hundred touchpoints.
5. 00:22Strategy first: audience, positioning, personality, three adjectives.
6. 00:27Mark set: primary logo, horizontal lockup, stacked lockup, icon/monogram, favicon.
7. 00:32Palette: primary, secondary, neutrals, semantic states — with hex, RGB and CMYK values.
8. 00:37Type system: display, body, and a defined scale with usage rules.
9. 00:42Imagery direction: photography style, illustration style, grade.
10. 00:47Guidelines: clear space, minimum size, misuse examples, do/don't grid.
11. 00:52Reference table: Deliverable, Why it exists.
12. 00:57Note: Design the logo last. Strategy, then type and colour, then the mark — reversing that order produces pretty marks that mean nothing.

A brand is not a logo. It is a repeatable system: marks, colours, type, imagery, tone and rules for how they combine. The system is what creates recognition across a hundred touchpoints.

• Strategy first: audience, positioning, personality, three adjectives.
• Mark set: primary logo, horizontal lockup, stacked lockup, icon/monogram, favicon.
• Palette: primary, secondary, neutrals, semantic states — with hex, RGB and CMYK values.
• Type system: display, body, and a defined scale with usage rules.
• Imagery direction: photography style, illustration style, grade.
• Guidelines: clear space, minimum size, misuse examples, do/don't grid.