Branding & Identity Design

I can't define brand better than Seth Godin can, so let me refer to his definition of a brand:

A brand 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. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

Brand-ing is setting those expectations, creating those memories, telling those stories and building those relationships through design. The designer doesn't create a brand. He/She just creates a visual representation of that brand. And it's one of the most difficult design disciplines out there!

Understanding the Brand

Before I can start sketching out ideas on a notepad, I need to fully understand a company's brand. And that takes time, research, more research, and more time. At JellyJar, after our initial conversation with our potential client, we like to hand over a PDF with 15 questions and the ability for the client to tell us whatever they'd like about their brand. Following is that questionnaire.



What is your company name?

What would you like the exact logo wording to be?

Do you have a tagline or slogan (optional)? If yes, would you like this included in

the design?

Where will the logo be used? (Website, mobile application, stationery, vehicle vinyl, exterior signs, screen printed clothing, embroidered clothing, corporate and printed literature, marketing and advertising materials, other)

What style of logos/design appeal to you? (please provide examples either through links or attachments)

Do you have any specific images that you’d like to see in the logo?

What are your preferences on images? (minimal, abstract, illustrative etc…)

Do you have any specific visual requirements? (any guidelines/restrictions that we should be aware of)

Preferred typography? (heavy, light, modern, classic, handwritten etc.)

Desired colors?

Colors to avoid?

What is the core mission and value of your company?

State a single phrase that appropriately describes your company?

Who is the target audience or intended market?

Who are your competitors? (please provide links if possible)

Please provide any further information that may help me with this project:


Thanks so much for filling out this form. The branding process is definitely a team effort and we appreciate you taking your time to think through these questions. This will set a solid foundation to build your brand upon.


Brand & Identity Design

Following are a few identities that I've had the opportunity to create in the past year.