BRANDING

The brand: the graphic definition of our essence. It should represent and differentiate us , being attractive enough to stand out and generate positive feelings; and appropriate enough to be easily interpreted within its industry.

The branding process defines the brand's personality, which will be maintained in every communication. It's the first step in considering why, to whom, how, and what we communicate.

+ Naming . This is step one: the strategic and creative process of creating a name for a brand, company, product, or service. It should convey identity, values, and purpose; be recognized within the industry but differentiate itself from the competition; be memorable, creative, and original.

+ Brand Design . Logos, logos + isotypes, isologotypes. They are the element by which we are recognized and remembered. Their design should be attractive and easy to read, considering the distinctive concepts and values, the applications in which they will be used, the industry, and the competition.

+ Brand Redesign . Maintaining the brand's essence and distinctive elements, the aesthetic is modernized in response to current trends, achieving a design that represents the current concepts for which the brand seeks to be recognized and demonstrating an interest in its evolution, both internally and externally.

+ Brand Manual . Both new designs and brand redesigns are captured in a Manual, which includes all the "rules" required to ensure the brand is applied correctly every time. It details its grid, structure, color scheme, correct application methods, and brand and complementary typography.

+ Visual Identity System . Design of the basic components: business cards, personal cards, letterheads, commercial stationery, folders, envelopes, email signatures, and everything else the project requires.

> Once we have the branding figured out, it's time to start communicating both internally and externally. To do this, we'll create an integrated communication system .