Brand identity

We create much more than just logos. We design creative, modern brand identities that tell a story. Aesthetics is not an end in itself, it must be accompanied by results and change. At Blackthorns, we focus on your target audience with a human-centered approach. To reach your goals, we accompany you in your brand strategy, visual identity and we design your complete graphic charter as well as your visual resources.

Range of 6 cans of Slow-Soda
Craft brochure with leaflets
Prebiotic Spark Soda
Range of beers celebrating unity between human beings

A brand is not a logo. A brand is not a product. A brand is a person's gut feeling about a product, service or organization.

MARTY NEUMEIER - THE BRAND GAP

Brand Research

All our branding projects start with a strategy. Indeed, we define the basics of your Visual Identity ensuring that the graphic services are consistent with your needs and those of your audience.

Visual Identity

We produce the reference documents and marketing resources planned during your Brand Research. These materials will allow us to cover most of your needs during the launch phase. We set up your Visual Identity, Logotype, Colour palette, Fonts and Guidelines.

Visual Resources

Once your Visual Identity has been created, we develop new graphic elements to make your brand feel more organic and authentic. In this sense, we can imagine additional services such as Photography, Illustration, Motion, Pattern Creation, 3D Rendering ...

Assets & guidelines

This guide is your brand's bible. It contains all the graphic and technical specifications for the use of your messaging. It is a treasured resource that will be useful to your team. In conclusion, it ensures the integrity and consistency of your Brand Identity.

For the creation of my brand's visual identity, I needed a professional able to penetrate my universe; to quickly assimilate my specifications, to respect deadlines and to transform my words into an aesthetic and relevant graphic expression.

Kader Bada, Delion

Additional services

Discovery & Strategy, Packaging design

The Blackthorns still:
A few notions and tips for a successful brand identity

Visual identity : definition

What is visual identity?

The visual identity of a company is the set of elements graphs to easily identify it in order to retain to the attention of the partners and the target.

Having a quality visual identity is an essential criterion for your company, brand or organization. It is a vector of credibility with your customers and employees. Beyond its role of identification, the visual identity allows you to establish a strong customer commitment, that is to say, to create a close relationship with your customers while conveying your brand voice and your values. It is therefore very important to establish a brand strategy beforehand, allowing you to determine your objectives, your target and the messages you want to communicate.

What should a company's visual identity contain?

Remaining faithful to its positioning and values is essential to create an authentic and organic brand, close to its customers and users. To do this, your way of communicating will come into play. But how do you succeed in expressing your brand identity through image? Being able to convey your values through image remains an art in itself. The basics of a visual identity are the logo, the fonts, the layout, the graphic charter of your website, the colours, the shapes, the pictograms and signs, etc.

How to create an identity: 7 tips to improve your brand design.

1. Don't overdo it

We often tend to want to put everything in our logo. It's a recurring problem. Indeed, when customers call Blackthorns studio, they want something sober, minimalist and elegant (so far so good...). They then add: "I would also like it to be heavy, to have flames, different colours and shapes. I would also like him to talk to industrialists as well as craftsmen and even have a family side, ...". STOP! This can't be happening.

To sum up, a logo is there to identify a brand, an product or company. It is not intended to describe. A logo must be identifiable, memorable and readable.

Avoid merging too many ideas because none will be clear. Choose the one that best reflects your values and your company and then communicate it in a clear and distinct way. This is the key to a successful logo! Finally, make something you are proud of and believe in.

2. Stay in context

Although a client is more focused on the look of his logo, it is nevertheless a priority that this logo can solve his objectives/needs, that it corresponds to the aesthetic vision of his brand and that it differentiates itself from its competitors. If you are able to define these objectives during the strategy phase then you can use this information to design a logo that is objectively "right".

3. Shapes matter

Logotypes and symbols are probably the oldest forms of visual communication, and are deeply rooted in our culture. The first alphabet was made up of symbols that had complex meanings. As a result, the forms simple geometrical elements are elements that we perceive in a way that is not unconscious.

Just as in the Stone Age, simple forms have the same effect on our emotions and understanding. A circle suggests unity, a whole and a natural cycle while it also evokes simplicity, strength and perfection. On the other hand, an equilateral triangle evokes three forces acting equally, building an unbreakable whole. This triangle can also connote three states of the same matter (liquid, solid, gaseous). In many cultures, the square represents the material world, but today it tends to represent artificial matter created by man.

All this to remind you to think carefully about the shape of your logo, and to choose it carefully so that the shape matches the message of your brand.

4. Take the time and stay clear in your direction.

In order to achieve qualitative work, think before you create. Take the time to gather all the necessary elements in order to start on a good basis. Indeed, drawing a logo is just the tip of the iceberg, everything depends on the reflection established beforehand.

Ask your client in order to understand his business, his target and his goals. Learn how to immerse yourself in your client's world, collect inspirations and ideas. You can also create moodboards to help your client consider the different possibilities and understand what they like and dislike. Develop a strategy to give you a clear idea of where you want to go. This will then allow you to say "why" you've come to this point.

Don't hesitate to regularly look at professional blogs dedicated to graphic design in order to find inspiration for your visual production. It will also give you a better understanding of the basic principles of design, jargon and will give you material to argue your aesthetic choices. By following these tips, you will optimize your creative process, your time, the quality of your creations.

5. Get inspiration from other designers

Enjoy tutorials and videos from your favorite designers. Take the time to learn their techniques and make them your own for your own graphic work.

Whether you are a recent graduate, self-taught or have been in the business for more than 10 years, it is always important to learn from the work of others. You always come out of it stronger!

When you start a visual identity project, take a whole day to gather information and inspiration. It is very easy to find visual resources on the Internet but make sure you diversify your sources as designers often look at the same images and work. In order to avoid similar references, you can gather elements from newspaper clippings, old books, but also search through different channels (libraries, podcasts, …).

6. Creating a visual identity that transcends paper

Generally speaking, when designing a brand identity or logo, it is always advisable to keep it as simple as possible. This optimizes the legibility and adaptability of the design. Today's technology is constantly and rapidly changing. Therefore, as graphic designers, we have to develop logos that transcend paper. Virtual reality and artificial intelligence, for example, will soon become standards to be taken into account in logo design. Making a logo that stays simple can therefore help to establish an effective visual brand identity in these areas.

A simple logo is memorable. This simplicity creates a lasting identity and association with the brand. It can be tempting to make a logo too complex or to give it too many details. However, this can lead to problems when you need to use the logo on small formats or when you need to print it in a certain way (embroidery for example). A valuable piece of advice: limit yourself as much as possible and believe in the power of simplicity to create a successful identity.

7. Use the negative space as a visual signature.

Using negative space in your logo design can be a great idea. There are several ways to do it:

  • In the entire typography constituting the logo It is possible to subtly incorporate symbols or pictograms into a typography, within or between certain letters.
  • In a single letter : generally, designers use the positive space of the letter and include the symbol as a negative space in or around it.
  • With a mise en abyme Instead of embedding a symbol in a letter, it is possible to merge two symbols into each other to create a double meaning behind a single symbol. This creates an interesting optical illusion.

Remember that creating an impactful logo using negative space is not easy. It requires a certain training your eyes.

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