Published 2 October 2026
Start with positioning, not the logo
Most founders jump straight to logo design. The brands that win always start with a single clear sentence: who you serve, what you solve and why you are different.
Build a system, not a single mark
A strong identity includes a primary logo, an icon, a colour palette, two typefaces and rules for using them. This system is what makes you instantly recognisable.
Write your brand voice down
Decide how you sound — friendly, expert, bold — and give your team examples. Consistency in words builds as much trust as consistency in visuals.