To create a recognizable graphic universe anchored in the minds of its audience is to base itself on the founding values ​​of its brand to represent them through its design. Here are the four main ones that I use to build an effective identity around a brand …


It’s important, when you first interact with your brand, give someone a chance to know what it’s about. The challenge is to make the user understand how it works, its purpose and how they are linked.

This is where the designer has to show subtlety, and the client has to understand.

You wouldn’t think of a lawyer’s business card as you would a restaurant owner’s business card. But more specifically, that of a business lawyer and that of a family lawyer.

The same field but a very different positioning

This does not necessarily mean that the spectator will be able to identify precisely the nuances between these two very close professions on a communication medium. What is important above all is to create coherence so that the profession in question appears logical by its identity. It should not be forgotten that the complete picture of the well chosen words which remain the best information tool.


Humanizing your brand is a process that makes the greatest successes. For example, Nike makes such an impact in the world of sports because it involves athletes in its advertising campaigns. The viewer feels close to these models by having the same products.

Creatives usually use iMacs because Apple shows other creatives using them, which creates a sense of community.

In the same way, if you show by your visual identity that you take your appearance seriously, the user will tend to draw a parallel with your expertise: to take my example, a family lawyer with a coherent identity and properly thought out will appear much more easily as an expert for the user. At the expense of another who abandons his image. The user will feel that the former can better meet their needs.

The more you inspire confidence in one area, the more likely you are to inspire confidence in another. Why not do it by your identity, which is the first bridge between your user and between you?

Longevity, life expectancy

In my article on what makes a good logo, I talked about the importance of creating a timeless and lasting symbol. If you understood correctly, I speak of this fact at the same time of global identity.

When you launch your brand, you look back on years. You want to see your project bear fruit. And if your business is already well established, the objectives remain the same: grow over time and grow by what you can bring to your users.

In the same way that we seek longevity and durability in our brand, we must think of our identity in the same way.

Trusting a designer on this point is crucial. Not only do you not want to change your logo and identity every month, but you also have to successfully anchor your brand visually with potential users.

For this, your visual identity must keep the same graphic codes to create a visual memory adapted to your target. And you might as well make it relevant to your positioning.


On a long-term vision, and as communication supports multiply, it is important to trust a designer who knows the different constraints specific to these supports.

Whether it’s your website, your Facebook page or a presentation video, it’s essential to keep a consistency that allows users to immediately recognize your brand.

A visual footprint is built by a coherent graphic system

Users can interact with yours in any way you want to appear. There are many technical differences and constraints between the supports: firstly between printing and digital, but also between social networks, screens, the size of the printed supports, etc.

In the same way that you want to be coherent about your activity and the solutions that you bring to your customers, you must be recurrent on its way of appearing to maximize its force of passive persuasion. The multiplication of communication media and their potential for efficiency have made it worthwhile to dwell on it and invest in it to benefit from it.