A brand is more than a logo.

A logo is the signature. The identity is everything around it: colours, type, images, tone of voice and the way each detail behaves on a screen.

Many businesses ask for a logo when what they need is an identity. A logo on its own cannot carry a brand: it needs a system around it, so that a website, a menu, a post and a van all feel like the same company.

The pieces of an identity

• A logo and its variations, for wide spaces, small icons and dark backgrounds.
• A colour palette with clear roles: main colours, accents, backgrounds.
• Typography: one or two typefaces, and how they are used for titles and text.
• An image style: the kind of photography, illustration or patterns you use.
• A tone of voice: how the brand speaks, formal or warm, short or detailed.

Designed for screens

Most people meet a brand on a phone. The identity has to work small, load fast and stay readable. Colours need enough contrast, fonts must render well, and the logo must stay recognisable at the size of a favicon.

Write it down

Simple guidelines, a few pages, help everyone apply the identity the same way: your team, your printer, the next agency. Without them, a brand slowly drifts, one exception at a time.

Local roots, modern form

For Moroccan brands, craft, materials and patterns can be a real source of character. The challenge is to use them with intent, not as decoration, so the brand feels rooted and contemporary at the same time.

A logo is recognised. An identity is remembered.

Building or refreshing your brand? Tell us about your project through our estimate form: we will reply with an estimate and the next steps.