From initial 'logo' to cohesive 'brand identity'

Elevating a start-up’s logo by refining and developing a visual identity system.

When I was approached at the end of last year by the company’s founder, he had already put a lot of work into creating an initial logo. What he was struggling with was how to turn it into a brand. There is a big difference between having a ‘logo’ in isolation, and having a ‘brand’ and many start-up’s and SME’s don’t recognise this in the beginning.

As a design consultant, my instinct and typical approach would be to scrap it and start the project from scratch, developing everything from the ground up, however that wasn’t the right approach in this particular situation.

It was clear that Richard had a good eye, and had poured his heart and soul into the logo he had, so rather than convince him to scrap it, I tried to put his needs ahead of my own ego, and really tune into what the best solution was for his unique situation.

What transpired next was the refinement and development of his initial logo, elevating it and creating a wider visual identity system around it which turned it from a logo in isolation, into a cohesive brand identity.

It was a pleasure working with Richard, he was incredibly open, honest and collaborative from the get-go and together we created an identity to be proud of. We were able to work within his budget and still achieve a professional result, and I feel privileged to have provided the tools to understand how to use his assets in the best possible way.

“Keiron listened closely to what I wanted, and in addition to the design work added value by making sensible suggestions and asking perceptive questions.” - Richard Edwards, Founder - 'the R&D Community'.

If you're a business owner who’s become aware that your current branding isn’t up to scratch, or you’re just not sure exactly how to get the most out of your current brand assets, drop me a DM or an email, I would love to have a chat with you and offer my services to take your branding to the next level.

The full case study is now live on my website
https://keironcalder.com/brand-identity