Branding
Build a visual identity beyond the logo
Typography, colour and layout create recognition when logos are small or absent. Identity should be a usable system.
Put it into practice
- Define readable colour combinations.
- Choose common layout rules.
- Create realistic templates.
Begin with material customers already encounter: your website, enquiry replies, proposals and service experience. Compare those touchpoints with the promise you want people to remember. The aim is a system your team can use consistently, not an isolated design presentation that becomes difficult to maintain.
A practical example
Hospitality brands can align menus and booking pages through photography and typography.
What to measure
Review recognition across formats.
An identity usable only by its original designer is difficult to maintain.
Your next step
Choose one action from the checklist and assign a person to complete it. Record the current situation, the change you intend to make and the evidence you will review. Set a review date that gives the change enough time to produce useful observations. Keep what works, adjust what does not and note anything the data cannot yet explain.