Identity sets the tone and emotion you want to elicit with your brand and ensures your intent matches up with how your product is perceived. It starts with understanding your brand story and translating it into words and images. This will set the brand’s personality. To announce the existence of your brand to the world and differentiate it from the competition requires more than just a good eye. It requires a good name. We always think “What does your brand name represent?” and “What is the emotion we want your brand to elicit?”
Along with identity comes the creation of your brand’s logo. It’s what consumers typically think of first when they hear your brand name. PKG strives for two things in designing logos: simplicity and clarity. All great logo designs have five essential elements: Simple (think Kellogg’s), Memorable (think Starbucks), Timeless (think Coca-Cola), Versatile (think Nike), and Appropriate (think Gerber).
A brand style guide takes the heart and soul of your brand and translates it into what a brand looks, feels and sounds like. The style guide will set the standard for the brand and provide consistency for six essential elements including the brand story, logo, color palette, typography, imagery, and voice. Using a style guide ensures that your brand looks and feels the same, even when you have different people working on your brand.
