The visual identity is incredibly important. It’s what all users see first – before they’ve read a word about it, seen any products, or listened to a sales pitch. An optimal visual identity creates instant credibility, signals your personality, and begins the work of shaping a positive perception.
Visual identity is more than a logo; it is an overall visual concept that unites the design of all your communications, from a website, to print materials, to video, to billboards. The goal is to create a visual identity that connects to and reinforces the perception you are trying to create in the mind of your target audience. It is bringing to life an idea in its visual essence.
Most clients opt for simple execution, which includes time from each of several strategists to understand everything about the brand, including the history, future and competition - and iterating on a dozen names.
The process typically takes 2-3 weeks. It includes a general keyword competitiveness (uniqueness) and keyword popularity (volume understanding: we quantify the uniqueness of a name) but does not include any true competitive or trademark vetting.
Comprehensive and exhausting support includes screening against the USPTO trademark database, linguistic vetting (culture and language) and legal (trademark) attributes.
A true blend of art and science, brand evolution involves augmenting an existing brand into the modern age.
Many of our clients have an established brands that have become aged and dated.
We have a scientific process of dissecting the existing brand to determine what elements should remain or change. We must be careful to evolve the brand enough that users take notice, but not so much that those who know the brand won’t recognize it.
Taglines are an especially sensitive subject to all involved. Why? They’re almost entirely emotional. They exist to tell a user anything the visual identity has missed.
An effective tagline is:
Clear: blunt, informative; what is it that you do and what do you have to offer?
Concise: simple, easy to remember; 10 words or less
Brand-worthy: reflective of the brand, fits the brand tone/voice/style
Consistent: timeless, steadfast, worthy of not changing
A Nomeni Brand Assessment consists of a five-point detailed analysis of the overall health of a brand. We include both qualitative and quantitative audits assessing brand strengths and weaknesses as well providing strategic and concrete recommendations to solve any challenges we’ve identified.