Blog Archives

After five years or so a brand identity needs to be reviewed to ensure it is still inline with brand values and has a contemporary look.

Abbey Lofts Ltd were looking to update their brand identity before embarking on a social media campaign. The company takes pride in offering a creative solution to their customers while providing a reliable and friendly service.

To support those values we updated the brand colours by reducing the amount of black, which brightened the overall feel. The typography was updated by using a geometric font which we customised to suggest uniqueness and creativity.

We also decided to revert the trading name to it’s original form ie; ‘Abbey Lofts’ to appeal to the homeowner target market.

Overall, not a huge departure from the original design but enough to bring it up to date and strengthen the key values.

Recent Princeton research tells us that it takes as little as a tenth of a second for our brains to make a snap judgement when we see a new face.

Princeton University psychologist Alex Todorov has found that people respond intuitively to faces so rapidly that our reasoning minds may not have time to influence the reaction — and that our intuitions about attraction and trust are among those we form the fastest. (Article by Chad Boutin from Princeton University).

Your Brand Identity is the face of your business. Is it communicating the right message?

Psychologists have a name for everything; the Von Restorff Effect is the idea that the odd-one-out is the one that gets remembered. When we design we want our audience’s eye to be drawn to one spot even when there are other design elements around it. For a page load of information; decide what is the hierarchy of information & how to visually lead the viewer to follow that hierarchy?

What are people are saying about your brand? Is it in-line with what you want them to say? Their perception is more relevant because they shape your brand. What are they saying?

Just for fun and to demonstrate the impact of bad design choices, we like to ruin some of the big brands (is this legal?). Apologies Rolex…

Your logo is the simplest visual representation of your brand. It is not your brand. Does it give the right impression at a glance? In a busy marketplace it needs to be a powerful and memorable identifier for your business.