An early sketch of the last phase of the logo marque development, part of the branding project we undertook for Altus Ltd, based in Bath. Teasing out the nuances of an organisation and boiling them back to a collection of marks which capture the essence are at the nub of what we do.
A logo marque is an important element, it is at the heart of internal and external perception, if used effectively and consistently. An identity marque is a simple, strong visual expression of intent, rooted in brand itself and provides a strong platform for every piece of communication. However, there is much more to a strong visual identity than a logo. Typography, structure, photographic and illustrative style, verbal and linguistic elements, production details and overall quality all contribute to building the personality and visual identity of a successful brand. Our brief is often to orchestrate these powerful elements in order to design an identity system which distills the values of the organisation and creates the brand promise.
Effective branding can help elevate an organisation, business or product from simply being one of the many. It can create emotional resonances amongst an audience who will make their choice using both subjective and pragmatic judgements. It is critical for the visual identity to be coherent across all communication platforms Meticulous application of the creative elements are directly linked to tangible success.