Brand design
Visual identity
design
A visual identity is the set of graphic elements that make a brand recognizable, from the logo to the color palette and typography. At the studio of Silvia Molina and León Corkidi we design identities that translate a brand's essence into a graphic language of its own, starting from strategy rather than aesthetics.
Logo, visual identity and branding are not the same
A logo is the brand's graphic signature. A visual identity is the complete system around that signature, with logo versions, colors, typefaces, graphic elements and image style. Branding is the broader work of defining what the brand is, how it behaves and how it is perceived.
A well-built visual identity lets people recognize the brand even when the logo is not there, because the colors, shapes and compositions already speak for it.
What's included
- Diagnosis and creative directionA review of the brand, the audience and the competitors to define what the image must convey.
- Logo and its versionsPrimary logo, horizontal and stacked versions, symbol or icon, and positive and negative versions.
- Color palettePrimary and supporting colors with their codes for screen and print.
- TypographyTypefaces for headlines and body text, with their hierarchy of use.
- Graphic elementsShapes, patterns, icons or textures that extend the identity beyond the logo.
- Final files and rights transferVector and screen files, plus a written transfer of the economic rights to the design.
How we work
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01
Discover
We talk about the business, the audience and the competition to set the visual direction.
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02
Conceptualize
We develop design routes from the strategy and present them with their rationale.
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03
Refine
We adjust the chosen route with your feedback until we reach the final version.
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04
Deliver
We prepare the files, the versions and the basic usage rules so the brand can go out into the world.
Design with art direction
Silvia Molina is a graphic designer with more than 19 years of experience creating and building brands, including time at the Grey Colombia and TBWA Colombia agencies. She leads the graphic design, branding and art direction of each identity. Art direction keeps the brand coherent once it leaves the logo and reaches photography, social media pieces, packaging or signage.
León Corkidi brings creative direction and conceptualization, so the brand's image and message are born from the same idea instead of two separate processes.
Your brand's design belongs to you
In Colombia, a transfer of economic rights over a creative work must be made in writing to be valid, according to the National Copyright Directorate and Article 183 of Law 23 of 1982. That is why the transfer of rights over the visual identity is agreed in writing with the studio, leaving you as the owner of the design.
If you also want to protect the logo as a trademark, the filing is made with the trademark office of each country, and the studio can point you to the next step.
Frequently asked questions
What is the difference between a logo and a visual identity?
A logo is the brand's graphic signature. A visual identity includes the logo plus its versions, color palette, typography and graphic elements that make the brand recognizable in any piece.
How many concepts and revisions are included?
The number of design routes and rounds of revisions is defined in the quote, according to the scope of each project.
In which formats do you deliver the logo?
The studio delivers vector files for print and formats for screen, in the color, one-color and negative versions the brand needs.
Will I own the design?
Yes. The transfer of economic rights is agreed in writing with the studio, which is the validity requirement set by Colombian law.
Can you redesign an existing logo?
Yes. The studio can renew an existing identity, keep the recognition the brand has already earned and fix what does not work.
Does the visual identity include brand guidelines?
The visual identity includes basic usage rules. Full brand guidelines are a separate service that documents the system in detail.
An image people recognize at first glance
If your brand is new or its image no longer represents it, tell us where it stands and we will propose how to build its visual identity.