Ever looked at a stunning brand identity and wondered: "How did they come up with that?" I’ve had quite a few conversations that started with that question, usually followed by "Did they just know what would look good?" It’s nice to see some faith in the design industry with this vote of confidence, but the truth is far more interesting and valuable for business owners.

It's not just about making things "Pretty"

Making it look pretty is great, but it’s not the end goal here. It might surprise you, but when we’re designing your brand, making it look good is actually secondary to making it work effectively. Every colour choice, every font pairing, and every visual element serves a strategic purpose in telling your brand's story and connecting with your audience.

Why? Because what is a nice-looking brand that doesn’t resonate with your target audience? As valuable as a handmade paperweight, because you won’t be able to connect with any of your customers.

Take Airbnb's latest logo redesign, for instance. While it may look simple, it brilliantly combines symbols of people, places, and love into one mark that works across every platform, from tiny app icons to massive billboards. That's not an accident – it's a strategy.

The science behind the art

Remember those "naturally creative people" everyone talks about? Well, here's a little industry secret: while creativity is indeed a skill, it's one that's carefully honed through years of education and practice. Professional designers aren't just winging it – we're applying proven principles and methodologies:

Colour Psychology: When we choose that perfect blue for your brand, it's not just because it looks nice. You better be sure that we’ve considered hundreds of different shades before we present you with that final one. We mulled over how those different shades evoke trust, energy, or luxury, and how these emotions align with your business goals.
A real-life example you might not have realised (yet): a lot of the European & North American banks use the colour blue. Why? because the colour blue is unconsciously associated with trust, professionalism and steadfastness. Banks want to convince you to put your money in their accounts - using a different colour might make them stand out, but might also have them run the other way.

Typography: Those font choices? They're based on extensive knowledge of how different typefaces communicate different brand personalities. A law firm's website needs to convey different qualities than a children's toy store.
My favourite example to give is the Burberry logo and brand and how it has changed over the last century. After a couple of big changes throughout the years, the Burberry brand landed on using a Serif typeface in their logo. From 1999 to 2018 the serif logo featured elegant, refined lines and delicate serifs. It felt sophisticated and classy and showcased the brand's prowess in fashion and design, backed by extensive experience.
In 2019 they made their logo more modern (A lot of designers will say this is due to Blanding). The new logo with a Sans-Serif symbolised a dynamic and evolving brand that understands the pulse of contemporary fashion. Their latest brand however has gone back to a more stylised logo with a modern serif typeface. Burberry shifted from the clean and contemporary font and brought back character and history with their new sans-serif font. The lively and dynamic letters connect with today's audience, while the nostalgic elements reflect the brand's deep roots.

Design Thinking: This is our secret weapon. It's a structured approach to creative problem-solving that goes far beyond making things look good. Design thinking helps us understand your audience deeply, define the real problems to solve, and develop innovative solutions that truly work for your business.
By applying design thinking, we ensure that every visual element serves a purpose and resonates with your audience, creating designs that aren't just beautiful, but strategically effective.

The Power of Informed Intuition

You might have heard designers talk about "gut feelings" or intuition. But here's what we don't always mention: that intuition is built on thousands of hours of practice, countless projects, and continuous learning. It's pattern recognition at its finest.

This is obviously not only the case in the design industry - it’s scientifically proven that there is such a thing as a gut feeling, especially for people who have been in the same industry for a long period or have honed their expertise to something very specific.

Think of it like this: a master chef doesn't just randomly throw ingredients together – they understand how flavours work together based on years of experience. Similarly, designers make quick decisions because we've trained our eye to recognize what works and what doesn't.

Your brand isn't just about looking good. It's about creating meaningful connections with your audience.

Why This Matters for Your Business

Understanding this process is crucial because your brand isn't just about looking good. It's about creating meaningful connections with your audience. When working with a designer, you're not just paying for something pretty. You're investing in:

Strategic thinking that positions your brand effectively
Deep understanding of human psychology and behaviour
Years of refined expertise and proven methodologies
A partner who can translate your vision into reality

The Bottom Line

Great design might look effortless, but it's actually the result of careful consideration, years of training, and strategic thinking. When you're ready to elevate your brand, remember: you're not just hiring someone to make things look pretty – you're partnering with a strategic thinker who can help transform your business vision into a visual reality.

Want to learn more about how strategic design can transform your business? Let's chat. We’re always excited to help businesses understand the power of thoughtful, purposeful design that is brazen enough to be themselves.

Why do designers make certain design decisions?