Identity Design
A good logo or icon is impactful and memorable. But do not expect it to tell the whole story.
We have all heard the adage, "Do not judge a book by its cover." It is also said, "Image is everything." The truth lies somewhere in the middle.
Context is everything.
A successful brand strategy is much bigger than a logo or a splashy web page. The reputation earned by a business or non-profit is the fruit of an integrated thought process and a commitment to overarching standards and ideals.
Branding is editorial and visual storytelling, coupled with public perception. Components of any brand should be interesting in and of themselves, but also deferential to the overall mission of the organization. With a cohesive plan, implemented with tact and purpose in mind, even collateral pieces, such as graphics marking a singular event, can contribute to a strong visual library.
Case Study: The Merwin and Wakeley Galleries
There is an art to branding an art gallery. Components of the identity should be flexible in order to coexist on a variety of applications and at unique sizes, from postcards to environmental graphics.
A simple logo (above) was a logical choice for the Merwin and Wakeley Galleries. Being imperative that artists and their work dominate promotional material, this merging of the M and W is intended to be tasteful and understated yet modern and graphic.
