Brand Identity Logo First

Branding Identity or Logo Design First?

Branding Identity or Logo Design First?

Avatar for Kelly Pierduta

Danielle Pierduta

Brand Identity Logo First

When starting a new business, the eagerness to get going can mean that you quickly decide on a name, come up with a fairly simplistic logo, and start advertising! We live in such an instantaneous society these days, so add to this a couple of social media profiles and you may believe that this is all that is required to build a successful branding identity.

Of course, there are some who do, the overnight successes who become millionaires in the blink of an eye, “that could be me!”. If you are thinking of starting a new business venture, with the hope that you too will be one of the lucky ones you may end up costing yourself more money than you generate.

In the beginning

Deciding you are going to start your own business is a life-changing decision and ideally, you should adopt a long-term stance to ensure you have the strongest possible foundation to build on. Everyone who chooses to go start their own business has a mindset in wanting to achieve the optimal work/life balance, doing a job that they are passionate about plus the added benefits of choosing their own working hours, ‘being their own boss’, and ultimately, of course, wanting and striving to be successful. It’s a case of knowing what you want to achieve and setting SMART achievable goals that you work at, consistently. However, when you are first starting out it can be difficult to know where to start and which option is best for you in order to achieve your goals.

Fast out of the block

You could decide on your company name and from that design a fairly simplistic logo, enough to get you started and begin marketing your product or service. This strategy does have some positives as you can quickly gauge consumer interest, start trading, and hopefully see some return on what so far should be fairly little investment. Especially, if you are unsure as to how well your product or service will be received then this would mean there is less to lose from a financial perspective. Alternatively, should you do well get off to a good start then you will have more money coming back in to re-invest and propel your marketing further.

Slow & steady wins the race

This strategy appears like a win-win and eventually your business will hopefully progress to a stage where you can start expanding and you can even begin employing your own workforce. Despite your success, it is usually at this crucial moment where weaknesses in this strategy begin to appear. Initially, your branding was not a main concern as you strove to get your business up and running.  However, when your business grows to such levels your branding becomes particularly important. You will want to continuously appeal to new consumers, whilst establishing loyalty from returning customers and for your brand persona and messaging to be viewed as genuine and authentic.

The importance of branding identity

Branding identity plays a fundamental role in your ever-growing pursuit to become recognisable, credible, and professional. Additionally, when you reach the stage where you are employing your own staff you will want your brand values to be clear and concise as they will become your very own business representatives.

Increasing success will determine the growing reproduction of your company’s visuals, including your logo, colouring, and chosen typeface. For these to look professional, of high-quality and recreated exactly will mean that you will need to establish everything with thorough brand guidelines.

Start as you mean to go on

Take some time to decide upon a fitting company name and invest in a high-quality logo. Even if you don’t initially go as far as to record all of this detail officially in brand guidelines etc, at least you will have a decent business plan for the future. A plan which will hopefully pave the way for a strong and meaningful brand identity that is not only distinguishable from your competitors but memorable for consumers and a wonderful representation of your success.

Brand identity to make you shine

If you would like our help to create your company logo and brand identity then we would be happy to help. When you submit an enquiry we will call you within 24 hours to learn more about your idea and to ask any questions we may have to provide you with an accurate quote.

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Brand colour palette blog feature image

How To Choose Your Brand Colour Palette

How To Choose Your Brand Colour Palette

Avatar for Kelly Pierduta

Danielle Pierduta

Brand colour palette blog feature image

Congratulations! You have decided to create your own company, whilst developing your product/service, differentiating yourself from your direct competition, coming up with a company name and dealing with all the admin and legalities that come with it. Choosing a brand colour palette may appear to be a simple and uncomplicated task, you just go with a colour you like, right?! Wrong. The psychology of colours and their influence on customers, particularly when it comes to marketing has been extensively researched.

The consensus is that that colours not only account for 93% of buyer focus when they are purchasing a product** but it also enhances brand recognition by 80%*.

Consumers notice colour before any clever slogans or taglines as they communicate with us on a personal and emotional level making them more effective at persuasion. Colours also evoke certain feelings and emotions as our brains subconsciously associate the two.

Taking some time to understand colour psychology rather than just picking your personal favourite can pave the way for clever marketing and increased sales.

3 Factors to consider for your brand colour palette

To assist you in choosing an appropriate colour for your business, you need to reflect on the following factors;

  1. Your products or service – You want to choose a colour that fits with what you are providing for example, brown would not necessarily be a good choice if you are trying to sell pre-prepared salads or nappies.
  2. The emotion you want your target market to have and associate with your product – For example, you would want to choose a relaxing colour for a brand marketing sleeping aids or bright and energetic colours for a pre-workout.
  3. Your brand personality – Think about how you want to communicate and connect with your customers? For example, do you want to come across as authoritative, friendly, professional or humorous and what colour would your chosen personality correlate with?

All of these three things may align in a base colour and maybe one or more supporting colours. Of course, a basic understanding of colour psychology and the differing traits that are commonly associated with each colour would also be helpful. Here we have each one along with some brand examples.

The Psychology behind colour


Symbolises clean, pure and safe. A colour that is rarely associated with negative feelings. However, the use of white denotes that you will require the use of at least one other colour in order for it to be properly visible.


Symbolises practicality & solidarity. It can be associated with old age and too much with feelings of nothingness and depression.


Symbolises sleek, powerful, associated with authority, stability, and strength. Often a symbol of intelligence and frequently used in high-end or luxurious products. Too much can be overwhelming.


Creates a sense of urgency and encourages appetite, hence why it is often used by retailers during sales and utilised by fast-food chains. It physically stimulates the body, raises blood pressure and heart rate and so is also associated with energy, excitement, and passion.


Symbolises joy, hope, happiness and positivity. It is attention grabbing and also associated with wisdom and enlightenment.


Symbolises delicate, love, romance, femininity, sweetness.


Often associated with health, tranquillity, freshness and nature. Is frequently used to promote environmental issues. Traditionally it is also associated with money, wealth, banking, ambition, greed and jealously.


Combines the energy of red and the happiness of yellow. Enthusiasm, creativity, determination, attraction and encouragement. Too much can come across as aggressive and trigger a sense of caution.


Soothing and calming. Is commonly associated with royalty, wisdom, and respect. It is frequently used to promote beauty and anti-aging products and target an older demographic.


Symbolises peace, water, promotes a sense of trust, reliability and security, stimulates productivity and frequently associated with masculinity.


Stimulates the appetite and feelings of wholesomeness, stability, and peace. Represents simplicity, friendliness, dependability, and health.


Frequently used to demonstrate versatility, openness, and creativity with a sense of fun and playfulness.


When you consciously select the right colour to match the services or products on offer, one that simultaneously appeals to the correct target audience and aligns with your brand persona. You are harnessing the psychology of colour in your business, an enormously powerful tool that should form the basis of a successful marketing operation.

Brand identity to make you shine

We pride ourselves on providing an efficient and transparent service. When you submit an enquiry we will call you within 24 hours to learn more about your idea and to ask any questions we may have to provide you with an accurate quote.

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Do I need brand guidelines blog feature image

Do I Really Need Brand Guidelines?

Do I Really Need Brand Guidelines?

Avatar for Kelly Pierduta

Danielle Pierduta

Do I need brand guidelines blog feature image

What are brand guidelines?

Your brand guidelines document all of your brand assets and how they should be re-created. Similar to an instruction manual, it can ensure that your branding is applied accurately and consistently, aiding your employees and particularly valuable to anyone outside of your organisation you may outsource your marketing to.

What is included?

Your brand mission statement – This will summarise your target audience, the product/service you are providing and how you differentiate from your direct competitors. This forms the foundation of which you have built your branding upon.

Colour palette – These are the colours included within your branding and more specifically their RGB, CMYK and HEX colour codes.

Logo design – How your logo should be displayed such as its placement, colours and size. You can alternatively include examples of how it should not be displayed by using different backgrounds and formats

Brand Imagery – Your chosen style of photography, how you would use stock imagery, along with any animations, graphics, icons or hand-drawn visuals.

Your brand voice – This is how you choose to communicate and ultimately connect with your consumers. Whether this be funny and friendly or take on a more professional, authoritative tone.

Typography – Any font that is encompassed within your logo and written communications, the chosen style, size, heading weights and any rules that apply such as the use of italic, underlining, highlighting, shadows etc

Copy Guidelines – An example can ensure that any copy written is on-brand and covers materials such as blogs, campaigns, social media posts, video scripts, packaging and any offline advertising.

I know all of this, why do I need to officially document it in ‘brand guidelines?’

Of course, all of these details will have been previously decided upon and worked to. This accompanied by the fact that creating brand guidelines can be an incredibly time-consuming task may leave you questioning whether it is really necessary. Here we explain several reasons as to why making this effort is worth it and how it can be beneficial to your brand.

Professionalism – Brand guidelines encompass your personality, clarifies exactly what your business stands for and helps set customer expectations. All of this helps to create a strong brand identity and with this comes a sense of professionalism. For example; if you were a funeral directors you would want to come across as professional and respectful. If you then outsourced some advertising such as a leaflet with no brand guidelines and consequently no guidance on your preferred style of brand voice this could be a recipe for disaster! In addition to this, having the reproduction of any of your branding assets officially documented shows how much importance and value you place on your business and visual branding which helps to support why consumers should expect a professional experience whenever they deal with you.

Consistency – Each time a potential customer receives some marketing material, sees your advertisements, visits your website they subconsciously form a perception of your company. If you present an inconsistent image of your company, the font, logo placement, colours differ slightly each time it is not going to look very good and instead come across as rather incompetent. As the saying goes, consistency is key and brand guidelines will help you to present and maintain a coherent image.

Aids brand recognition – By having set rules and restrictions when it comes to your company branding you can ensure you provide a consistent brand identity. Colour in particular can be extremely difficult to replicate exactly and as detailed in our ebook (Ebook link) brand colours improve recognition by 80%*. Brand guidelines ensure that every aspect of your image, not just colour, is exactly as you want it to be. This helps you brand in becoming recognisable and also communicates that your brand takes pride in the details.

They are useful for employees and outside suppliers – Brand guidelines can be very practical and distributed to employees, this helps in ensuring they fully understand the brand and can therefore represent it in the correct way. It can also help avoid confusion and provide new recruits with a point of reference rather than taking up the valuable time of others.

Outlines rules and sets standards – As discussed you brand guidelines not just include your logo design and colours, they also contain specific rules and standards. It contains details such as format variations, spacing and how to display imagery on differing backgrounds, helping to achieve clear attention to detail and precision.

Keeps focus – If you intend on future growth such as developing new products or extending your services, a brand can quickly become confused when it comes to its new packaging or marketing strategy. Having clear and concise brand guidelines to refer to means you have the tools to quickly and effectively maintain consistency. This will avoid you slowly losing your brand identity at a time of growth when ideally it will be at its strongest.

Value – You cannot put a price on the creation and development of your brand. As Steve Forbes once said, “your brand is the single most important investment you can make in your business”. Therefore, to have a set of guidelines specifically for your brand seems a bit of a no brainer, especially given all of the benefits detailed above. If you value your business and are wholly committed to your brand, then brand guidelines are truly invaluable

Brand identity to make you shine

Get in touch with our dedicated and responsive design team at Accentuate, who are happy to assist you in creating a brand that represents the core meaning and value behind your business.

Ready to start a project?