Branding
guides.

Strategy, naming, logos, colour, type and guidelines: how a brand is built and kept consistent.

All resources Website design Branding App design Social media design Graphic design

Branding21 Sep 202611 min read

How to make a brand moodboard that settles decisions

A moodboard is ambiguous on purpose, which is why it works and why it fails. How to caption every image, score agreement before design starts and turn the board into numbers.

Branding29 Jul 202611 min read

When to rebrand: test what your buyers recognise before you change it

Most rebrand advice asks whether your brand feels dated. The better question is which of its cues your buyers already use to recognise you, and what a change would cost.

Branding20 Jul 202610 min read

The logo design process: eight stages and the tests between them

A logo process is a row of gates, not a row of stages. Here are the tests each stage must pass, the research behind them, and the legal checks most guides leave out.

Branding27 May 202612 min read

Logo file formats: which to send where, and what breaks

The best logo format depends on who opens the file. Here is what each destination accepts, what breaks, and the tests to run before a package is handed over.

Branding18 May 202610 min read

How to choose a brand name you can actually own

A name is not available because nobody uses that exact word. Here is how conflicts are really judged, how the US, EU and Indonesia differ, and how to test a shortlist with numbers.

Branding14 Apr 202612 min read

Brand guidelines: what to include so other people can follow them

A guide only works if a stranger can apply it alone. Derive the logo numbers, print the colour pairs, name the fallback font and say who approves exceptions.

Branding25 Mar 202610 min read

Brand voice and tone: how to write rules a stranger can follow

Most voice guides are lists of adjectives that two writers read two ways. Here is how to write rules a stranger can check, test them on one message and set tone by moment.

Branding3 Mar 202611 min read

How to choose brand colours and fonts: start from lightness

Contrast is decided by lightness, not hue. Fix the lightness steps first and every colour you add is readable by construction. Then choose fonts for x-height, licence and loading.

Branding30 Jan 20267 min read

A brand audit checklist: how to review your brand and decide what to fix

A brand audit shows where your brand is consistent, where it is not and what customers really think. Here is the checklist, step by step, ending in a short fix list.

Branding21 Jan 202610 min read

Brand strategy for a small business: one page, built on buying situations

Positioning advice says pick a niche. Growth research says reach everyone who buys the category. Both are right once you separate who you start with from the situations you want to own.

Branding20 Jan 20265 min read

Brand identity vs logo: what is the difference?

A logo is the mark. A brand identity is the whole system around it: colour, type, imagery, voice and the rules that keep it consistent.

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