Visual Identity Design

Our process ensures that we will create a logo that connects with the “why” of your organization—and your public, and that it will serve you well for years into the future. 


Questions Before Answers

Prior to putting any thought into what your identity might look like, we synthesize all that you can tell us about your organization's history, values, audiences, positioning within its industry, place in the community, and a sense of its voice.


Making a Mark

With this information, we develop a logo (brand mark) that accurately and uniquely captures the essence of your organization—in a manner that speaks to the future you intend to help shape in the communities you touch.


Our logos don’t exhibit a house “style.” We pride ourselves in creating designs that vary widely from one to the next, in concept and style, because the organizations and companies we work with are each so unique.


Building on the Logo with Color and Type

Once the logo is completed, at a minimum, we identify the fonts and colors that will further help to paint a fitting, quickly understood and memorable picture of your organization.


Generally, the design of business stationery is included in this primary identity design phase. When a client values the guidance design can provide in planning an overall “look and tone” for all communications, we continue the discovery and development process to include templates for the various types of visual communication—print and electronic—that you use to reach and create dialog with your public(s). Such a program may extend to entire literature systems, newsletters, conference displays/environments, websites or more.


Carrying the Identity Forward

To ensure visual consistency as you use your new identity to distinguish your organization, we offer creation of Identity Guidelines. They are meant for internal use and are to be provided to designers and vendors who might have a hand in creating your communications.

Depending on the scope of our work together, the Identity Guidelines document may be as simple as a concise four- to six-page outline, or may extend with greater detail to over twenty or thirty pages. Also, if desired, standards for document design and the use of images may be developed, which may or may not include electronic document templates.