§ S.01 Service All services
Brand identity design
Symbol, logotype, system and guidelines: a brand that holds up the same on the business card, the field crate and the façade. From Meliana, Valencia, for companies and institutions in Spain and beyond.
What it solves
A company that has been running for years usually has a logo, but not an identity: the catalogue was done by a printer, the website by an agency, the sign by a sign-maker, and each one read the brand their own way. The result is a scattered image that doesn’t convey what the company is inside, and forces it to explain itself every time.
Corporate identity solves that at the root. It isn’t a pretty drawing: it’s the decision about what the company says of itself and the standard that makes every piece say it the same way. When it’s well built, the customer recognises it on the box before reading the name, and the team stops improvising every time a new piece is needed.
The three principles
Every identity I design answers three demands, in this order. Personality: it must symbolise the spirit and philosophy that make the organisation unique, not this year’s fashion. Coherence: it must present itself clearly and comprehensibly, perceived the same way on any surface. Positioning: it must set the company and its products and services apart from the rest.
If a proposal doesn’t meet all three, it doesn’t leave the studio. That’s why every decision — the colour, the shape, the material — is argued in writing, so the brand can be defended inside the company for years without depending on anyone’s taste.
§ S.01.1 What it includes
- Analysis of the company, the sector and the competition
- Brand concept and written rationale
- Symbol and logotype, with versions and construction
- Colour, typography and the system’s graphic language
- Stationery and basic communication pieces
- Application to packaging, signage, vehicles or web, as required
- Brand guidelines (identity manual)
- Final artwork and support through production
The brand guidelines
The manual is what lets the identity outlive the designer. It records the construction of the symbol, the permitted versions, minimum sizes, colours with their print and screen references, the typefaces and the rules for sitting alongside other brands. Above all, it shows the applications resolved: how the brand goes on a card, a box, a vehicle, a sign.
I write it for whoever has to use it afterwards — the printer, the sign-maker, the developer, the marketing person who joins next year — not to show off the project. A manual nobody understands protects nothing.
Who it makes sense for
For the company creating a new brand and wanting to start well. For the one with decades behind it that senses its image no longer says what it is: the third generation of a family firm, the manufacturer that has grown into exporting, the cooperative competing with national brands on the same shelf. And for the institution — a guild, a foundation, a public body — that needs an image with the authority of its history and the clarity of today.
In every case I work the same way: I join the client’s team, understand how it works from the inside and propose from there.
§ S.01.2 All projects
§ S.01.3 Frequently asked questions
What’s the difference between corporate identity, corporate image and branding?
Identity is what the company decides to be and how it expresses it: symbol, colour, typography, tone. Image is what the public perceives of all that. Branding is the name marketing gives to the process of building and managing both. I design the identity — the part that can be drawn, standardised and delivered; the image comes afterwards, if the identity is applied consistently.
I already have a logo. Is this service for me?
Yes, and it’s a common case. Sometimes the logo is good and what’s missing is the system around it: colour, typography, rules and applications. Other times it needs redrawing so it survives reduction, one-colour printing or the screen. The first thing I do is assess it honestly and tell you what stays and what doesn’t.
How much does a brand identity project cost?
It depends on what has to be built: a brand with stationery isn’t the same as one with a product line, a fleet and signage. After a first conversation I prepare a fixed proposal of scope and fee, with no obligation, so you know exactly what you’ll receive before we start.
What do I receive at the end?
All the originals in vector and production formats, the brand guidelines and the assignment of the brand’s exploitation rights to your company. And, if you need it, support through the first productions: the printer, the sign-maker, the web developer.