BRANDING & LOGO DESIGN
Build a Brand People Recognize. We create logos and visual identity systems designed to make your business look professional, consistent, and unmistakably yours.
What is Brand Identity?
Brand identity is the visual system that makes a business recognizable.
A logo is one piece of your visual identity. Your brand needs to work in a lot more places than the top of your website. It may appear on: social media, digital advertising, business cards, signage, apparel, etc.
We think about how the identity will actually work wherever your customers encounter your business.
Brand Identity Elements
Logo
The primary visual mark used to identify your business.
Typography
Fonts and type styles that give your brand a distinct visual personality.
Color Palette
A defined group of colors that helps create a consistent and recognizable look.
Logo Variations
Alternate versions of your logo designed to work in different spaces, sizes and applications.
Logo Design
Logo Refresh
Complete Rebrand
Brand Guidelines
Supporting Brand Elements
What Do Our Branding & Logo Design Services Include?
A logo can look fantastic when it's filling an entire computer screen. That's the easy part. What happens when it needs to fit on: A social media profile image? The corner of a digital ad? A baseball cap? A billboard? An embroidered polo? A mobile website? A business card? That's where a strong identity system becomes important.
We think about how the brand needs to function at different: Sizes, Orientations, Backgrounds, Applications and, Production methods before the project is finished. Because your customers won't experience your brand inside a design presentation. They'll experience it in the real world.
Your Brand Should Work Everywhere.
A Logo Refresh May Make Sense When: People already recognize your existing identity. The fundamental idea still works. The business hasn't dramatically changed. The logo simply needs to feel cleaner, more modern or more flexible. A refresh can preserve familiarity while improving usability.
A Full Rebrand May Make Sense When: The current identity no longer represents the company. The business has changed significantly. You're targeting a different audience. Your positioning has changed. Multiple brands are being brought together. Your existing identity creates confusion. A rebrand gives us permission to rethink the larger visual direction.
Do I Need a Logo Refresh or a Full Rebrand?
Branding & Logo Design FAQs
What is branding?
Branding is the process of shaping how a business is presented and recognized.
A visual brand identity can include elements such as a logo, colors, typography, imagery, graphic elements and guidelines for how those pieces work together.
What is a brand identity?
A brand identity is the visual system used to represent a business consistently.
It typically includes a logo and supporting elements such as colors, typography and other visual standards.
What is the difference between a logo and a brand?
A logo is one visual identifier for your business.
Your brand is broader and includes the larger experience and identity associated with the company.
From a visual standpoint, that may include your logo, colors, typography, imagery and overall design system.
What does a logo design project include?
The scope varies by project.
Depending on the business, a logo design project may include a primary logo, alternate logo configurations, brand colors, typography, supporting graphics and usage guidelines.
Performance Digital defines the exact deliverables before the project begins.
Can you redesign my existing logo?
Yes.
We can evaluate whether the identity needs a refinement, refresh or complete redesign based on the current brand and where the business is headed.
What is a logo refresh?
A logo refresh updates an existing identity while preserving recognizable elements that still have value.
This may involve simplifying the mark, updating typography, refining colors or improving how the logo works across different applications.
What file types will I receive?
Final file formats depend on the project and intended uses.
We prepare approved assets for the digital, print and production applications established within the project.
Do you trademark the logo?
Performance Digital provides branding and design services, not legal trademark registration.
Businesses seeking trademark protection should work with an appropriate legal professional to research and protect their intellectual property.
How much input will I have?
Branding is collaborative.
We need your team's knowledge of the business, customers and goals while bringing our design expertise to the creative process.
The objective isn't for us to disappear and surprise you with a finished brand.
It's to develop the right identity together.
What is a rebrand?
A rebrand is a larger change to how a company presents itself.
From a visual perspective, that may involve developing a new logo, colors, typography and broader identity system.
Rebrands may be appropriate when the company, audience, positioning or business itself has significantly changed.
How do I know whether I need a rebrand?
A rebrand may be worth considering if your existing identity no longer reflects the business, creates inconsistency, doesn't work well across modern applications or represents a company you've significantly outgrown.
Not every dated logo requires a complete rebrand.
Sometimes a refresh is enough.
What are brand guidelines?
Brand guidelines document how a visual identity should be used.
They may include instructions and specifications for logos, colors, typography, spacing and other brand elements.
Why are brand guidelines important?
Brand guidelines give employees, vendors and marketing partners a common reference when creating materials for your business.
That helps prevent inconsistent logo, color and typography usage.
Do I need brand guidelines?
It depends on the organization.
Businesses with multiple employees, locations, vendors or marketing partners often benefit from documented standards because more people are creating materials using the brand.
Can you create a brand from scratch?
Yes.
Performance Digital can create visual identities for new businesses, organizations, products and other brands that don't yet have an established identity.
Can you work with our existing logo?
Yes.
If you don't need a rebrand, we can use an existing logo and visual identity while creating new marketing materials.
We don't recommend changing a brand simply because we're the new agency working with it.
Will we receive different logo versions?
The exact deliverables depend on the project, but branding systems commonly require alternate logo versions for different layouts, backgrounds, sizes and applications.
We define the final asset package as part of the project scope.
Can you also update our website after a rebrand?
Yes.
Performance Digital provides website design and development alongside branding and other creative and marketing services.
A rebrand can be carried into the website and other marketing materials as part of a larger rollout.
Can you create our advertising and marketing materials after the logo is finished?
Yes.
Because Performance Digital also provides graphic design, advertising and other marketing services, we can extend the approved identity into campaign creative, social media, print materials, packaging, apparel and other brand applications.
