Brands as Art

Brand identity design is one of the most challenging and unique forms of design. Like poetry, brand identity design requires the fewest amount of graphics and words to invoke meaning and emotion. It becomes the lynch pin of your brand experience, informing your signage, website, collateral, and advertising.

A logo is never just a logo. AnalogFormat approaches brand identity like art - trying to find the right way to communicate what the brand is all about, but in a way that is informative to the largest group of people.

Brands as Science

Brand identity needs to be the most flexible component of your brand experience. It must appeal instantly to consumers and impart something psychologically to them about who you are and what your company represents. Brand experience is about more than a logo, but it is the most portable, and thus must be the strongest.

Many are unable to intellectualize it, but brand identity is the detail that consumers remember most often about their brand experience. Psychologically, we’ve been trained to remember brands. How do you want consumers to remember yours?

“ The Cherp identity set a tone
   for the rest of the design. At
     first we found it inspiring, then
motivating. In the dense
competition, Cherp is
easily recognized.”