the tig blog.

What's in a brand?

Laura Dozeman

Creating brands involves much more than the traditional logo. A logo can set the stage and create a great foundation, but it’s where you take the brand next that I really get excited about.

You want your whole brand to give a consistent message to your audience, not only in how you talk about yourself, but visually as well—

  • What are the typefaces you are going to use and how will they be implemented in different contexts: print headlines, on your website, business cards, etc.?
  • What colors are you going to use in all of your materials? What are the primary colors versus secondary colors?
  • What other visual elements do you use to create your look? Do you have a pattern that can be used? Some sort of texture? A certain style of photography that conveys a message?

And, how do you put all those things together to create a visual language that is distinct and recognizable to your consumer?

That’s where skill reaches a whole new level. Creating a system of elements to work together means your work is not only consistent and artful, but also flexible and easy for clients to own for themselves, be it for a social media post or a “thank you” card to a customer. Every little touch point matters in establishing your brand.

For example, take the TIG brand:

We have a logo.

Smart. Cohesive. Classic. Clear.

A typeface.

Avante Garde. Forthright. Bold. Versatile. Friendly.

A palette.

Vibrant. Rich. Focused. Distinct.

A pattern.

Fresh. Clean. Engaging. Flexible.

It doesn’t take long to look at these elements and realize you have a complete visual language that expresses TIG’s core values: good thinking, smart design, fresh storytelling and great relationships. Together, those elements make just about anything:

For us, every brand touch point displays our design thinking, promotes collaboration and leaves people feeling inspired and good. That’s who we are.

With a strong brand, you know a company before ever hearing them speak. What does your brand say about you?