Its tone of voice must engage people, talk to them, about them and for them.
When we think of a brand we think first of an image, a name, a product, a colour or a tagline, and then its logo. What matters also is the way in which the brand communicates compared to other brands. Does it speak in a serious, dignified way or does it have an ironic and light-hearted tone?
Arousing emotions in the people in the brand’s reference group with one of these elements – and even more with a perfectly synchronised combination of all these aspects – is essential and can be an extremely effective way to get oneself talked about and remembered.
Together with people we design the visual identity of the brand, based on research to identify the most appropriate language and elements that will transmit the values and messages that are associated with the brand identity.
A brand identity should be a complete set of elements: logo, fonts, colour palette, photography, graphics, icons, textures, patterns, headlines and subheadings. But it should also involve people at those times when the brand speaks to them openly: in catalogues and web sites, in adverts on TV or Facebook or at the bus stop. The brand identity is everywhere.
It is a set of features that work in unison to create a hopefully unique result that will be adapted to various tools and applied on different formats: advertising, images for social networks, packaging, website layouts, ADV campaigns and above-the-line communications in general. Everything is distributed and arranged through the brand manual and user interface kit.
The visual identity must be able to set a brand apart from its competitors, but more than that, it should communicate clearly with people through its visual power only. A perfect balance of elements designed after careful analysis to identify the most suitable language and strategies for communicating the essence of the brand in any context in which it is placed.
After defining the visual identity elements, we make each element adaptable to the different formats through which the brand communicates: advertising, images for social networks, packaging, website layouts, ADV campaigns and above-the-line communication in general. The functions, organisation and the balance of all the elements making up the visual identity are then bundled and distributed through the brand manual and user interface kit.
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