how do i find a good agency for brand design and identity systems?
a good brand design agency translates a company’s identity into recognizable and practical design principles. that’s why there’s more to the selection process than just a logo design. check to see if the agency considers the brand, products, and communication as a whole and can explain how an identity system is used in everyday practice.
scope of services and delimitation
brand design translates a company’s identity into recognizable design principles. an identity system describes how these principles are applied at various touchpoints. when selecting a partner, it is important to determine whether the agency analyzes the offering, the target audience, and existing brand experience. a new logo can solve a specific problem, but it does not automatically replace a coherent connection between the product and communication.
for manufacturing companies, the brand can also be experienced through proportions, usability, and materials. therefore, the brief should specify whether only communicative elements or also product-related guidelines are to be developed. shared principles must allow sufficient flexibility for different functions.
recognition across multiple touchpoints
a brand connects with people through products, interfaces, spaces, and communication channels. these touchpoints don’t have to look identical, but they should form a cohesive whole. a good identity system defines common rules and deliberate variation to achieve this. start by asking which characteristics of your company you actually want to be recognizable. abstract concepts like “high quality” need concrete design interpretations.
four criteria for choosing a partner
- clarify the essence: insist on a thorough examination of the offering, target audiences, and existing strengths before visual directions are established.
- show real applications: test concepts at different real-world touchpoints, not only on idealized presentation surfaces.
- establish a connection to the product: for manufacturing companies, form, usability, and the visual impact of materials should be incorporated into the brand identity.
- organizing usage: a system requires accessible files, clear rules, and defined responsibilities for future updates.
compare performance and work results
| task | possible outcome of the work | this is how it is assessed |
|---|---|---|
| clarify identity | well-founded design principles | relation to the offering and existing brand experience |
| develop applications | examples of relevant touchpoints | consistency across different media tasks |
| handover the system | rules, files, and exceptions | implementation by the internal team |
project process and decisions
the process begins with an analysis of the existing brand experience. from this, a few differentiating principles are derived. design approaches are then compared across selected applications. once a decision is made, a system comprising examples and guidelines is developed. a pilot project with the internal team demonstrates whether the guidelines are clear and where additional support is needed.
example of a brand with inconsistent touchpoints
assuming that the products have an understated and precise feel, while the packaging and website use very different design elements, the initial task is to determine which characteristics are actually part of the brand and at which touchpoints they are missing.
a few applicable principles are derived from these decisions. these principles are applied to product presentation, packaging, and digital pages. the hypothetical example illustrates how a unified identity can emerge without making every medium look identical. however, this alone does not prove a concrete increase in brand value.
common mistakes in selection and contracting
abstract brand concepts without design consistency can be problematic. ask yourself how a principle influences a specific decision. similarly, a very rigid visual rule may become inappropriate when applied to different products or media. therefore, examine real-world applications and exceptions. another weakness is developing the system without involving the teams that will later use it. clear rules and accessible working files are part of the practical value of the brand identity.
compare costs and schedules effectively
the scope of the analysis, the number of touchpoints, and the depth of the identity system are key factors in determining costs and duration. have research, development, prototypes, and external expert services itemized separately. also, specify which rounds of revisions are included and who approves feedback. a schedule is only meaningful once these decisions and dependencies are known.
the briefing for an initial meeting
describe your offering, target audiences, and desired positioning. provide existing brand documentation and representative touchpoints. identify inconsistencies as well as characteristics that should be retained. include any planned new products or markets. clarify which internal teams will use the system and which media will be revised in the first phase. this allows you to effectively define the scope of a brand development project.
frequently asked questions about brand design and identity systems
how is a brand identity reflected in products?
through consistent, functionally appropriate decisions regarding proportions, materials, and usability. these characteristics should be rooted in the brand and tested on actual products. a logo on otherwise inconsistent products does not, by itself, establish a connection.
who should be involved in brand development?
people who are familiar with the company’s goals, products, customers, and how the product will be used later on. at the same time, clarify who makes the decisions. too many uncoordinated personal preferences make the work more difficult; shared criteria allow different perspectives to be put to good use.
how is success measured?
based on previously agreed-upon goals, such as consistency, clarity, and usability. economic impacts require additional data and cannot be derived solely from a new visual identity.
does brand development always require a new logo?
no. first, we should determine what problems actually exist. sometimes the greater need lies in the application, the product context, or the information hierarchy. changing the logo is one possible solution and should be justified based on the task at hand.
what is design dna?
this refers to recurring design principles of a brand or product family. they become useful through specific rules and examples. they should support different sizes, functions, and media, and not merely be a collection of abstract adjectives.
how is an identity system maintained over the long term?
through accessible files, clearly defined responsibilities, and a structured approach to new applications. agree on who will evaluate exceptions and add examples. a system remains usable if it can respond to real-world developments without losing sight of its core principles.
the perspective of f/p design
brand analyses, development workshops, and design manuals are part of our corporate design services. we’ll work with you to determine which aspects of your identity are already apparent and what guidelines your team needs to ensure consistent future development.
are you planning a project in this area? talk to f/p design about your project, its current status, and your desired outcome. together, we’ll determine the right design approach and the next steps.
related reading: why products look similar, perfume bottles and invisible content, product identity and design language, aesthetic burnout and attention over time
