Identity is a lot more than a logo.
Visual Identity is about creating clear visible difference between you and others in your space.
Obviously, identity (branding) is not about corporate sameness. But in the business world, as in life, it can feel easier – more cosy and comfortable – to be more of the same. In the same way that 'nobody ever got fired for buying IBM' – many organisations decide not to stand out too much. For their brand, that's tragic, for our clients, it's an exciting opportunity.
The power of being different…
In a crowded, confusing market, a clear visual differentiation is one of the most rewarding strategies.
When differentiation is achieved it can have a significant impact on:▪ your visibility
▪ customer loyalty
▪ your market share
▪ and ultimately your bottom-line.
You can’t ‘not have’ an identity…
Everyone has a visual identity… you have one, even if you are not managing it, but it’s dangerous not to have an identity strategy…
Our business is to ensure your identity is represented and managed successfully.
Rain design partners creates visual identities that are genuine expressions of the values and aspirations of our clients. To have real purchase with the audience and stand the test of time, identity must be honest. It must be rooted in what makes your way of seeing the world. (Put another way, a striking design can sell a product once, but if its promise is not delivered it will not repeat).
Create an asset
Developing a well-researched graphic identity and managing your identity over time it moves beyond the intangible to become a valuable asset to your organisation. Many of the business success stories of recent years are of companies that bravely rejected bland corporate identities to build their own clearly identified market presence, founded on their unique values.
We explore the values, the vision (and sometimes the history) of your organisation to find inspiration for an appropriate visual identity. Every thought is explored in the context of your competitors and benchmarks.
When 99% perspiration is achieved (and the bath is run) the eureka moment will come. The foundational work of good research gives way to a phase of brainstorming and graphic creativity. Or, we discover that what is needed is a sharp refocus of an existing brand, keeping much of the good work that’s gone before, but with a revised and re-energised story to tell.
Build and maintain
Through guidelines, workshops, training and consistent application of the design principles, the form of the visual identity will take shape. Many a good idea has faltered in inconsistent application, and sadly, over the years we’ve seen a few of our spirited creations become a Frankenstein’s monster. If it is worth investing in brand development, it is equally important to invest in ongoing management and appraisal (or simply, make some rules, stick to them, and review them from time to time).
So, what can we do for you?
- We can create a strong visual identity including logo, tagline, a visual 'kit of parts'
- We can design and write brand support material, including guidelines and standards documents
- We can deliver training and workshops in developing and maintaining your visual identity.