Identity

A strong brand identity is essential to differentiate your company in a crowded market, build customer loyalty, and establish a memorable reputation that people associate with quality, reliability, and trustworthiness. Effective branding requires careful consideration of your target audience, messaging, and design elements to create a cohesive identity that resonates with customers and represents your attributes and personality.

What to expect

Designing a visual identity requires a thoughtful and strategic approach to create a unique and cohesive brand image. The process can be broken down into several steps.

  • Research and analysis

    • To design a visual identity, it is important to understand what the brand stands for, who its target audience is, and how it wants to be perceived. This involves conducting research on the brand’s history, industry trends, competitors, and customer preferences.

  • Conceptualization

    • Based on the research, designers brainstorm ideas for the brand’s visual identity. They consider factors such as color, typography, and imagery to create a mood or tone that aligns with the brand’s values and messaging.

  • Sketching and wireframing

    • After selecting the initial concept, designers sketch out multiple versions to refine the logo’s shape, color, and overall feel. They may also create wireframes of brand assets like business cards, letterheads, and website layouts.

  • Design refinement

    • Once a design direction is solidified, designers focus on creating a polished version of the logo and brand assets. They iterate on font choices, color palettes, and variations of the logo to ensure that it works in different contexts and sizes.

  • Presentation and approval

    • The final design is presented to stakeholders, who will review and provide feedback. Based on the feedback, the design may be refined further until the final approval.

  • Implementation

    • After approval, the final design is implemented across various mediums, such as print, digital, and social media. This ensures a consistent brand experience for customers across all touchpoints.

Overall, designing a visual identity is a complex process that requires a strong understanding of branding, design principles, and consumer behavior. It is an ongoing process as brands evolve and grow over time, requiring updates and revisions to stay relevant and engaging to their target audience.

  • “ Parliament was instrumental in developing our inaugural retail brand guidelines in an amazingly short amount of time. They kept up with a fairly insane cadence of revs, feedback and finalization, all while keeping the daily business running without a hiccup.

    Christine Overgard Senior Marketing Manager — Microsoft
Item 1 of 2

Case studies

[Overall, designing a visual identity is a complex process that requires a strong understanding of branding, design principles, and consumer behavior. It is an ongoing process as brands evolve and grow over time, requiring updates and revisions to stay relevant and engaging to their target audience.]

Rainier Beer

Setting up Rainier’s brand foundation for the next 100 years.

Rainier was enjoying a long run of go-to beer status in the northwest, but the brand itself was kind of stuck on autopilot. As the company evolved, we helped them articulate what made Rainier such a fan favorite, so they could focus on amplifying the right things.

Read the case study
Orchestra

Making their brand the toast of drinksmiths everywhere.

Orchestra makes software that helps brewers and distillers handle their businesses like pros. Heavy hitters like Coors, Buoy, Modern Times, and 1,000+ other brewers rely on Orchestra to keep their operations running smoothly. Parliament guided Orchestra toward a brand platform and identity as powerful as its software.

Read the case study
Killian Pacific

Redefining a neighborhood in Portland’s Central Eastside.

Killian Pacific had a vision for completely revitalizing Portland’s Central Eastside Industrial District. With three incredibly cool properties already built and two more in development, they enlisted our help to bring it all together into one super-tight megabrand system. Welcome to the Electric Blocks.

Read the case study

Let’s talk