How to Design a Brand Identity

How to Design a Brand Identity


As a business, your brand is the most important thing you possess.  A brand is a set of expectations, stories, and relationships that, taken together, account for a consumers decision to choose one product or service over another.


As a business, your identity is a visual device used to represent a company. When I say the phrase “Golden Arches” you immediately think of McDonald’s. The Golden Arches has become their identity. Identity systems are outlined in a company “style guidelines” which serve as a framework to ensure the corporate image is consistent.


Your business’s logo is the central identifiable visual element that helps customers discover, share and remember a company’s brand. Usually in the form of an icon or logotype.

Brand, Identity, and Logo all work together to form how a company is recognized and known by the public. 

Monitoring & Rebranding

Brand Identity is a living breathing thing that may need to evolve as it interacts with consumers.

The challenge with rebranding is to maintain familiarity and consistency so your customers remember you.

If you or your business is starting a new brand identity or rebrand project, Contact Us at Downey Design, we would love to join you on that journey.