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visual identity

May 1, 2023 — Robert Saywitz

Infusing a Brand with Big Heart Begins with Big Thinking: How Small Design Cues Can Generate Great Big Feels

“We need to make our brand feel human. It needs to reflect our people and our customers. We need to tell a human, emotive story.” This is how a lot of our conversations about brand design begin. If we were designing for packaged goods that sit on a shelf and give people a tangible representation of your brand, we’d have a well defined experience to address. But most of our work takes place behind the scenes in the B2B and tech space. There are no shelves or stores mediating the process, no physical objects or packaging. There’s sparse or no direct interaction with the end-user. And the...

October 15, 2020 — Jonathan Haggard

Are You Rethinking Your Logo Design?

So you need to rebrand, but you’re attached to your current logo. You worked hard to get your logo crafted and have likely spent a few fond years building equity into it. The thought of changing your logo might sting, it might even make you a little nauseous. Not only the tactical work of changing out all of your swag, marketing collateral, event assets, PowerPoint presentations, etc. But also that anxious feeling of “What if the new logo isn’t as good?” First, you need to understand what role the logo plays in a brand system. The logo represents the core of your business. It’s the...

September 9, 2020 — Jonathan Haggard

How to Spot a Great Logo and the Impact of Superliminal Design

Logo Spotting A great logo hits hard. It has a solid impact with the impression of an untouchable work of art that stays with you whether you like it or not. The best logos tickle your brain a little bit and that brain tickle is what we in the design biz call superliminal design. What Is Superliminal Design? Superliminal design is something that brand designers specifically strive for in their work. It’s the distillation of an idea down to its most obvious form which might sound a little heady so let’s break down the philosophy behind superliminal design and explore it in the following...

August 19, 2020 — Jonathan Haggard

Designing and Maintaining an Emergent Brand

When the Emotive Brand design team creates a brand system, we design it to last for many years. In order for a brand system to last that long, it needs to be consistent with a specific core idea, yet flexible enough to grow over time in order to accommodate changes in the landscape, growth into new sectors, building out sub-brands, etc. Let’s explore two different methodologies in conducting brand design and the end result of each: modernist design and emergent design. Modernist Design: One Solution Modernist design methodology is built on the practice of digging to find the golden nugget of...

November 15, 2018 — Chris Ames

The Key Difference Between Graphic Design and Branding 

Graphic Design vs. Branding Brand is a dirty word. It’s misunderstood and misused by people in and out of the industry. Some people think it means a new logo. Others, an advertisement. And as a company that has “Brand” in its very name, we spend a fair amount of time educating exactly what this word means. Today, we dive into a key distinction: the difference between graphic design and branding. That may seem basic, but you’d be surprised by how many projects are stymied by this lack of clarification. Understanding this distinction is a crucial first step in creating a visual identity that...

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