Logo directions, palette and typography in one system.
BRAND IDENTITY
Build a brand people can recognize.
Create your logo, palette, typography and voice in one place. Carry the same identity through your website, campaigns and content.
Voice and visual rules stay available to every tool.
Update the identity once and reuse it everywhere.
Your brand becomes shared business context, not a folder of assets.
01
Describe the business and the audience.
02
Shape the identity and approve the direction.
03
Apply it automatically across site, store, campaigns and content.
Creafi keeps the brand connected to the business decisions behind it, so every output starts from the same point of view.
FROM POSSIBILITIES TO A PROJECT
Recognisable before you even read the name.
An identity works when every choice tells the same story, from a first visit to the website to the final slide of a presentation.
CHOOSE A STARTING POINT
EXAMPLE BRIEF
Forma is an architecture studio for small spaces. Its voice is precise and welcoming; the design should convey care without feeling exclusive.
WHAT TO FOCUS ON- A visual direction to review
- A palette and type pairing
- A reusable tone of voice
A GOOD START
Bring the context. Choose the direction.
AI helps you explore. You decide what represents your work.
Explore plans and credits- 01
Who you want to reach and what you want them to feel.
- 02
Three words describing the brand, with concrete examples.
- 03
Existing assets and references you want to keep.
BEFORE YOU START
The right questions.
Do I need a logo already?
You can start from an existing identity or a brief. If you have a logo, include it with approved assets to make clear what should stay.
How do I choose between directions?
Compare them in real situations: a header, a product page, a post. Consider readability, consistency and audience fit as well as the impact of the logo itself.
How do I move from identity to content?
Take the approved direction into Design Studio and social content. Colour, voice and style decisions become references for the next task.
MAKE IT USABLE
A brand identity people can use, every day.
A logo introduces the business. A useful identity also explains how to set a headline, choose a colour and write a message. Make those decisions explicit before producing more assets.
| Element | Its job | What to preserve |
|---|---|---|
| Logo and signature | Identify the business in a website header, social avatar or presentation cover. | A recognisable silhouette and enough space around it. Review the small version as carefully as the large one. |
| Colour roles | Separate the main brand colour, background, body text and action colour. | Readable combinations in the actual interface. A palette should help people understand the content, as well as set a mood. |
| Type hierarchy | Give titles, explanations and labels a clear order across a page or deck. | A small set of sizes and weights. Check long titles and body copy on mobile before approving the pairing. |
| Voice and vocabulary | Connect a product page, campaign and customer message through the same way of speaking. | Concrete examples of what the brand says and avoids. Keep the vocabulary close to your audience's actual questions. |
Try the identity on a real piece of work: a service page, product card or opening slide. A system that holds up there is a stronger reference than an isolated moodboard.
REVIEW BEFORE SHARING
Choose a direction that survives real use.
Use these checks to compare the identity against the business, rather than choosing only the most eye-catching image.
Recognition at small sizes
View the mark at avatar size and the headline on a narrow screen. If the shape or message disappears, simplify before creating more variations.
A reason for each choice
Connect the colour, typography and voice to a quality the business should convey. Remove decorative choices that compete with that quality.
Consistency across three surfaces
Place a site header, campaign visual and deck cover side by side. Adjust the rules if they look like different businesses.
Give the business a visual system.
Start with an idea and leave with a brand you can actually use.