I have updated and unified the brand image for my portfolio site.View Project
The Brand Effect
The logo you choose for your company is just a child of a bigger system. Branding is
"the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another." This is what makes the difference of wearing a pair of running shoes and wearing Converse.
A colleague of mine has talked about design for digital experiences, saying: “ An experience goes beyond the screen. It is not only what the user does with your product, but also what happens before and after it. ”
The goal of branding is to make a company unique and recognisable, and to project a desired image. The challenge is keeping the brand different in a world of parroting products and services, and keeping the brand relevant to those who are seeking it. This is a service I provide and have continued to provide throughout my career as a designer.