Anatomy of a Brand

In the plainest of languages, a brand is a guarantee.

It’s a guarantee of what you offer in your business and also communicates what you do differently from your competitors. A good brand will illustrate both the noticeable guarantee – for example, a prominent cloud based technology – and the intangible guarantee which would possibly include speed, connectivity and design simplicity.

It goes without saying, however that a brand is much more multifaceted, and over time, it takes on a new meaning which also will include the perception of your market. For the purpose of this blog post, we will stay on the basic elements that come together to form a new brand identity in it’s earliest expression.

This visual identity will serve as a the podium on which all expressions of the brand will stand, from printed collateral and website to signage to online advertising or even social media marketing.

The pivotal point of the visual identity is the corporate signature, which normally comprises three core elements: the icon, wordmark and tagline.

We’ve put together a few elements that make up the other layers of this anatomy and that affect the way your business is viewed by your customers:

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The company mission is the soul of the brand.

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The company vision is the brain of your brand, it guides to reach every goal.

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Like the Mission and vision of the company, core values are its corporeal and pitpat heart.

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It is what that makes your brand unique in the market. Hence is known as the DNA of the brand.

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Brand Story

It develops with the years of experiences and connections. It is the personality of the brand.

Brand Identity

Brand Identity

It is like a wardrobe, useful for the grooming of your brand. It enhances the brand through visual content, fonts and even the colours.

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It is something that you wear everyday. It is the identifiable mark that tells the customer it’s you.

What makes Web Design great? 8 things to think about

1.  Streamlined and engaging content

Every word used for the website should carry weight and meaning. Unnecessary words should be eliminated, and the copy should be edited for grammar and readability. The copy should also have a tone and voice that will appeal to the end user and be engaging and easy to read.

2.  Typography

Typography has always been a powerful visual tool and used to create personality, evoke emotion and set a tone on a website.

Readable text is a critical element for any design project, particularly when it comes to the body copy. Text that is clear and easy to read is crucial, yet also work to match the aesthetics and style of the brand.

3.  Colour

A well thought out colour palette can go a long way to enhance the user experience. Complementary colours create balance and harmony, whilst contrasting colours for text and background will make reading easier for the eye. Vibrant colours are usually used for buttons and call to actions and can also be used in other areas to create emotion. Finally, white space/ negative space is also effective in creating a clean and uncluttered look for your website.

4.  Images

Images are not necessary, but they can be the hero to your website if chosen correctly. Pictures can be part of your branding and help to connect with your audience. Infographics, videos and graphics can also be used to help you communicate information visually.

5.  Layouts that let content shine

“The arrangement of design elements within a given structure should allow the reader to easily focus on the message, without slowing down the speed of his reading”

– Hermann Zapf

A well designed website should be laid out and arranged so seamlessly that the user doesn’t notice the design at all. It should allow users to freely and easily navigate around the site and focus on the content.

6.  Load time

Everybody hates a website that takes ages to load. To minimise page load times consider optimising image sizes (size and scale), combining code into a central CSS or JavaScript file and minify HTML, CSS, JavaScript to speed up their load time.

7.  Mobile friendly

Today, websites are viewed on multiple devices and screen sizes, so it is important to build a website that is responsive and mobile friendly. This means that the website is able to adjust to different screen widths whilst remaining visually pleasing and functional.

8.  Improved design-to-development workflows

Collaboration and communication between designers and developers have been enhanced by new tools including InVision, UXPin, Adobe XD, Slack and numerous others. Fuss-free communication and workflow between designers and developers is crucial in creating effective websites in shorter timeframes.


Brand Identity Design

The brand identity is the overall distinctive look of the company or person, and this extends beyond the logo. It will include its application on stationery, websites, advertisements and so on. If the logo is not shown, one should be able to tell the brand apart. For example,  a packet of sizzling fries in its fiery red colour will instantly remind one of McDonald’s fries, even when the name and the logo is not shown.

A logo is fixed, and minor changes can be made to keep up with the evolution of the brand, but the brand identity should be consistent and also flexible.

The elements that make up the brand identity will vary, and this also includes the typefaces, the choice of colours and imagery, and also the style of the copywriting.

Below are two examples of the work Made has created for  Pryor Tzannes & Wallis Solicitors & Public Notaries

The second one is the brand identity for The Skin Hospital.

As illustrated, the identity remains consistent across different mediums, and still manages to remain true to it’s original branding.

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7 Reasons to Invest in Graphic Design

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Sometimes, it can be hard to ascertain whether one should spend the marketing budget on design and artwork. On the other hand, how one’s audience perceives your business is extremely vital to it’s success.

Here are a few situations in which you might need to invest in graphic design:

1.  Your brand is growing

Your brand may be going through a period of significant growth and you may be receiving a lot of new attention to your business and want to make the best first impression to your future customers.

Investing in a new logo, upgrading your website and other elements of your branding can put you in a more powerful position where you can better communicate who your brand is to the people that matter to you.

2 . You want to connect with your customers

Graphic design can be an important tool to help you to connect with your customers on a meaningful level. A brand is much more than a logo, it also encapsulates all that the business believes and is about.

For example, Nike which has made the Forbes list to be one of the most powerful brands in 2017, has a powerful brand strategy using the emotional branding technique of heroism to inspire customer loyalty.  Through graphic design, Nike has been able to communicate its values and strategy powerfully, such that people are able to be touched, moved and inspired by their campaigns.

3.  You are having trouble standing out

If you find your business to be roaming in the woods of massive irrelevance and competition, graphic design can rescue you and help you stand out from the crowd.

You will be surprised how just a well-designed logo and other collateral can help to put you in a much better position.

4.  To stay relevant

Customers tend to expect your business to have a defined profile in public space. If your branding is different from place to place it can ruin the impression your company has on its customers and also create confusion.

Consistency begins with creating a good logo and from there it is useful to engage a creative branding agency to figure out the next steps in creating a brand with a unified voice and identity.

5.  You are preparing for a new product

When launching a new product or service it is always important to ensure you are presenting yourself correctly to the market and making a great impression. Graphic design can help in this way and create something instantly recognised while being aesthetically pleasing. In this way, good design can significantly impact your sales and the success of your product and or company.

6.  Market trends are changing

The market has rapidly transformed over the past decade from what it once was. If your brand has been established for a lengthy amount of time, it is worth considering whether your logo needs to be updated to freshen up its appearance and image.

7.  Saves money in the long run

When graphic design is well considered in the beginning stages of a business it can aid its growth and development. Creating a lasting impression to customers is important and continuation in communicating with them is important for the brand. Poor graphic design can be detrimental to a brand’s image and impact upon its success.


What makes a good brand?

You may have heard designers say that brands are much more than just logos, and they’re right.

A good brand is one that is clear in its identity and values and able to communicate it effectively to its audience. A successful brand connects with its consumers and reflects the target market. This involves the brand digging deep to understand its values and understanding its culture to create an identity true to what it stands for. It is also common for rebranding to occur when the brand values have shifted and no longer align to its visual identity. A good brand is one that has developed a unified vision that allows for clear communication, productivity and decision making in every area of the business.

In a world where there is less space and media time for a brand to operate and be viewed, it is the brand that is able to communicate itself succinctly and cohesively that is the most successful. A good brand includes elements such as: colour choice, language, tone, design and the message behind the brand which allow it to shine. The logo is also part of the brand package which serves as the focal point of the brand and is one that is recognised by the target audience, whether good or bad.

A good brand is one that is able to piece together all of the elements and project a unified image that truely reflects the brand’s values.

The brand logo: What is a logo & Where it comes from

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As we begin a new blog series on all things design, we pay homage to the logo in our first post. Reviewing the foundation of all that is connected to brands and brand identity, the logo represents all that an organisation or a business stands for, and also what it creates and how it serves its audience.

This post will cover the basics. What a logo is, where they come from, who makes them and what they mean.

In the next few posts, we cover the process of designing a logo, and the steps we at Made Agency, follow while creating one for your company. In addition to this, we will also share why logo’s are so essential for a thriving business – especially for one in this digital age.

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What is a logo?

Mostly, when asked about what a logo is, people imagine them to be symbols that contain some kind of abstract or pictorial element. For example, Nike’s ‘swoosh’ or WWF’s panda. As you may know, a logo may also contain letters, words numerals and punctuation marks. In fact, a logotype – is just that – the word that we get from the logo.

Logos are also part of what companies commonly refer to as ‘brand identities’. It is usually part of something bigger – an identity package. This can include a new name and a slogan/endline/tagline, the development of a corporate visual system, and a verbal ‘tone of voice’.

In the midst of all this, the logo remains the focal point of any identity system.

The creation of a logo is the largely considered the archetypal graphic designer’s art. It compresses meaning into a few noteworthy marks, it is the distillation of the big and complex into something that is simple and unique. As a communicator in the digital age, it will be hard to find another way to make your mark on the world, with your work.

Where do logos come from?

Logos seem to be as old as the dawn of evolution itself. With branding used to define ownership in the marking of cattle, in Ancient Egypt, and was also used by Greek and Roman craftsmen, which allowed goods to be traded anywhere in the world, and which continues in todays’ modern world, in the form of trademarks.

The packaging of early mass-produced goods in the 19th century was branded with company insignia to aid their distribution from centralized factories and also to differentiate them from locally produced competitor products.

A logo is useful both as an identifier and as a point of difference. Symbols are understood by people of different languages and cultures. As companies grew and diversified across industrial, commercial and national boundaries, the scope of identity programmes also expanded.

If you’re interested in creating a new identity or brand for your company, please contact us at

Mr. Juicy

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Founded in 1985, Mr. Juicy is one of the oldest juice manufacturing companies in Vanuatu. For the re-launch, we rebranded Mr. Juicy, to give it a modern refresh. Introducing Mr. Juicy Kids with Apple, Pineapple and Orange as their signature flavours.

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Bondi Boardrider’s

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Made created the promotional poster for Bondi Boardrider’s 2017 Single Fin Classic, which we are also a sponsor. The artwork features a digital illustration of David Davidson, whilst the design reflects elements used in retro promotional surfing posters.

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Locums Group

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Made created a new web and brand identity for the innovative accounting and financial services practice; Locums Group. Using clean and concise design to reflect the ease and efficiency in which they provide when managing your financial affairs.

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