Services · Designed · Brand identity

Brand identity

A logo, colours, typefaces and written rules: enough to stay recognisable everywhere, on a screen as on a shopfront, even without us.

The real deliverable is not a drawing, it is a system others can use without us.

An identity holds when your printer, your intern and your developer all produce the same thing without talking to each other. That is not a matter of taste: it is written, numbered rules and files that actually exist.

We draw two versions of the system, deliberately far apart. Your reaction to the pair says what the brand is; a brief never says it as well.

For whomA brand being created, or one where everyone uses a different version.

What landsThe mark, specified colours, fonts, grid, usage rules, and ready-to-use templates.

The methodTwo versions from the first round, opposed on purpose. We tell you which one we back, and why.

Where it livesIn your brand vault: espace.wttm.ch. A folder gets lost, renamed, duplicated; an address does not move. It is included in the service, not billed separately.

DurationThree to six weeks depending on how many touchpoints to cover.

What you needKnowing what the brand sells, and one person who decides.

The way

Four steps

The same four steps for all our services. What changes is what you receive at the end.

01

We look

What you sell, to whom, and what all your neighbours look like. We look for the gap, not the trend.

02

We decide

Two complete systems, opposed. Not three boards to leaf through: two stances we stand behind.

03

We build

The mark, specified palette, fonts, grid, and templates: letter, deck, social, invoice.

04

We keep it up

The rules live in the vault and stay updated. When a new touchpoint appears it joins the system rather than being improvised alongside.

The limits

What we do not do

What we turn down, and why. Better to read it here than to waste a meeting.

—No 80-page guideline nobody opensA guideline is judged by how much it gets used, not by its thickness. We write what serves, put the rest in the vault, and answer the phone.
—No identity without usable filesA beautiful board with no installable fonts or vectors produces nothing. You get what opens and prints, not only what looks good.
—No unspecified colour“The brand blue” means nothing to a printer. Every colour carries its screen, print and paper values: otherwise you pay for the reprint.
—No identity delivered then droppedAn identity drifts in use: a variant made in a hurry, a colour close enough, a logo stretched to fit a box. We do not vanish at delivery: a question of use, yours or your printer’s, finds someone on the phone. Anything that amounts to new work is quoted before it is done.

Next in the chain. Once it is designed, a brand gets built. Website design.

We call you back

Leave a number, we take it from there.

We call back the next working day. No long form, no email sequence.