Complete Branding Identity Design from Ted DeCagna

Business magazines and websites often feature terms such as branding, brand identity, logo design, corporate identity, and brand strategy. These terms may sometimes be used interchangeably or inconsistently, leading to confusion.

Your brand constitutes the impression people form when they contemplate your company. It embodies your reputation, shaped by your values, products, marketing, and customer service. Influences range from magazine articles, the ambiance of your stores, to the comments your company elicits from .

A subset within the realm of a “brand” is its brand identity, also referred to as corporate identity or identity system. The crux lies in the term “identity,” akin to verifying one’s identity through an ID in human interactions. The tangible components visible when a company communicates constitute its identity design, encompassing elements such as logos, colors, fonts, taglines, photography style, illustration style, patterns, icons, and messaging.  

Among the components constituting your brand identity, the logo stands out as the most prominently recognizable element. Its primary role is not to convey every aspect of your business but to serve as a distinctive tag or identifier. For instance, a red bullseye doesn’t disclose the full range of products available at 

Brand identity designers employ strategic thinking to craft the components of your brand. These include your logo, color palette, typography, image style, tagline, voice, and tone, all of which should embody the distinctiveness of your company. These elements serve to visually represent and define your 

Whether you’re a fledgling small business or an established one contemplating a brand identity update, the question arises: is investing in better design worthwhile? For businesses thriving on local referrals, like plumbers, mechanics, or dentists, visual branding may not be a priority as long as the service is excellent. However, in competitive markets or industries where aesthetics and messaging impact revenue (such as food and beverage, 

IGNITE DESIRE – Customers are attracted to visual appeal and a company that understands them clearly.

PROJECT ESTABLISHMENT – Even if your a newcomer, theres no need to appear as if you started yesterday. The appropriate brand identity design can convey stability and longevity.

FERMENT LOYALTY – When your design aligns with your company and is linked to a positive experience, customers establish a lasting emotional connection that can withstand economic downturns.  

Occasionally, while viewing a TV commercial, it’s possible to deduce the product or company just from the distinctive style, even before the actual details are disclosed. Similarly, you can obscure the logo on a package, advertisement, or truck and still identify its owner. This is the effectiveness of a well-crafted identity design—it goes beyond a mere logo and forms a cohesive system.

The appearance of this system should be rooted in a strategic approach. What is the core concept driving your business? What values and work methodologies define you? What characterizes the personality of your company? Who are the like-minded customers who resonate with your endeavors? 

We’ve got three words for you… Return. On. Investment. After all, you’re not just doing this for fun, are you? Strategy is at the heart of every brand we create and every project we tackle. We identify your unique brand value, and we design solutions that are powerful and memorable.

Ted is very meticulous with all phases of the creative process.  He’s process is straightforward and clearly spelled out in Phases in a detailed written proposal so you will never have unwanted surprises. This makes Ted DeCagna Graphic design extremely efficient with zero surprise costs. Ted always delivers on time and