Updated 7 October 2026
A brand identity is useful when people can apply it consistently. Build practical tools alongside the visual design.
Define the foundation
Agree on the audience, offer, personality and main message. Use those decisions to assess design concepts. Check how the identity fits the service customers actually receive.
Build the working set
Plan logo variants, colours, typefaces, image direction and a few essential layouts. Test the identity at small sizes, in one colour and on the formats you use most. Avoid relying on details that disappear on a label or phone screen.
Document the handover
Keep approved files, usage rights and short guidance in one location. Label print and web versions clearly and retire outdated drafts. Assign responsibility for templates so new staff do not recreate the brand from a screenshot.
Your next move
List your five most-used formats before commissioning the identity. ITG can help build a system around those real applications.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!