Insights
Starting with questions clients often ask, we explore what a brand should emphasize how design supports business and how content can keep working over time
BRAND THINKING · PRACTICAL INSIGHTSAll Insights
8 articles on this page
Brand design
How to connect a new company name and logo with existing recognition
Verify old and new name relationships, retain useful recognition, explain the transition and prioritise touchpoint updates by misunderstanding risk.
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Brand design
How to choose corporate fonts and check their licences
Choose corporate fonts for real reading tasks, check licences by intended use, and verify rendering across websites, presentations and PDFs.
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Packaging design
Do gift packs and everyday packs need different structures?
Compare gift and everyday packaging by selection, carrying, opening and use. Share brand identity and confirmed facts while adapting structure to actual needs.
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Brand design
How logo design relates to trademark registration
Align logo files, applicant details and intended goods or services. Distinguish design approval, application acceptance and registration without promising outcomes.
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Brand design
How to choose horizontal, stacked and bilingual logo lockups
Choose approved horizontal, stacked and bilingual lockups by audience, container and viewing conditions, with file selection and co-branding guidance.
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Brand design
How to check a logo at small sizes, in one colour and reversed
Check approved logos at actual sizes, in one colour and on dark backgrounds, with physical samples for the intended materials and processes.
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Packaging design
How to collect useful feedback on packaging concepts
Review one packaging question at a time. Use comparable mockups, record what people understand, and turn exact feedback into changes without predicting sales.
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Packaging design
How to coordinate packaging for ecommerce thumbnails and retail shelves
Coordinate physical packaging, listing images and detail information while keeping product identity, bundle quantities and substantiated claims consistent.
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