Brand Identity

Who says looks don’t matter?

Strong visuals make you stand out, as well as building recognition, trust and consistency.

From typography to imagery, we create full visual systems that work in the real and digital worlds.

75% of a company’s credibility is judged based on the design of its website

First impressions are 94% design related

What is Brand Identity?

Brand Identity is the visual expression of your brand — the symbols, colours, type, and design rules that make you instantly recognisable. It’s how your brand shows up in the world: on your website, in print, in motion, and in every interaction.

A strong identity translates strategy into design. It ensures that every touchpoint — from a sales brochure to your LinkedIn banner — feels unmistakably “you.” When built on solid strategic foundations, it not only looks good but works hard, helping customers notice, trust and remember your brand.

How a strong brand identity can help you win more business

Design doesn’t just make things look good — it shapes how people feel about your business. A well-crafted identity signals professionalism, builds trust and makes customers more confident in choosing you. When your visual presence feels considered and consistent, it reassures people that your business is too.

But a weak or inconsistent identity can make even the best products or services feel uncertain or out of date.

A strong, cohesive identity:

1. Drives recognition

Consistency across every channel helps customers spot and remember you.

2. Builds trust

Unified design signals reliability and professionalism.

3. Creates desire

Good design gives customers confidence and makes your offer more appealing to buy into.

4. Creates efficiency

With ready-to-use templates and clear rules, your team can design faster and stay on brand.

5. Improves performance

Strong, consistent visuals boost engagement and make campaigns work harder.

6. Supports scalability

Brand systems make it easier to onboard new designers, partners, or teams without losing control of quality.

Brand Identity – what you’ll get

Our Brand Identity service turns strategy into design that performs. It often follows naturally from a Brand Strategy or Brand Messaging project, giving your brand a complete visual system ready to roll out across every medium. You’ll walk away with a complete brand identity toolkit:

Logo suite

Primary and secondary marks, icons and usage guidance.

Colour palette

Defined for print and digital environments.

Typography system

Headline and body styles for consistency across materials

Image direction

Photography and illustration style to bring your brand to life.

Layout templates

Examples for brochures, presentations and social media.

Brand guidelines

A practical reference for internal and external teams.

Why choose Herron for Brand Identity?

We’re a senior team with global brand experience, now bringing that expertise closer to home. We combine big-agency thinking with the accessibility of a local partner — easy to reach, hands-on, and invested in your success.

Proven in complex B2B sectors

From industrial and manufacturing brands to professional services, we’ve helped businesses simplify complex propositions, speak with clarity, and grow in competitive markets across the UK and Europe.

Senior expertise, hands-on delivery

You’ll work directly with experienced strategists and creatives — the same team trusted by muti-million pound busineses. No hand-offs or layers of account management, just clear thinking and straight answers.

Partners for the long term

Many of our client relationships last years, not months. We stay involved to help you evolve your brand as your business changes — maintaining consistency, sharpening focus, and supporting continued success.

Joined-up thinking across disciplines

Because our brand, web, and marketing teams work closely together, every strategy we create is cohesive — ensuring your identity, website and communications all pull in the same direction.

Who We Work With

Our sweet spot is industrial and manufacturing B2B — sectors where complex products, technical detail and long buying cycles demand absolute clarity. We create visual identities that make these businesses look as expert as they are — translating precision, reliability and innovation into design that builds trust and recognition.

We also work with professional services firms — consultancies, financial services and other knowledge-led organisations — where credibility and consistency are everything. For these clients, we develop brand identities that communicate authority and confidence, while staying flexible across digital and print touchpoints.

Testimonials

Everything’s increased since we commissioned Herron – customer enquiries, how much we export, the productivity of our staff and profit. Our website & marketing materials have never worked harder – and the sales figures prove it.

Keith Stewart
HEROSE UK

The service from the team at Herron has been second-to-none. We get compliments on the website all the time — it really showcases what we can do and has led to gaining new clients in the UK and overseas.

Josh Kershaw
Furniss & White

Having Paul and Herron on the journey with us and working collaboratively with our team has been invaluable — and hopefully we can continue that relationship going forward.

Ryan Lockwood
Fernco

Today’s casting industry is modern and dynamic — we need to reflect our members as vital solution providers to global advanced manufacturing. Working with Paul and his team helped CMF overhaul the way we communicate.

Dr. Pam Murrell
Cast Metals Federation

Our approach

We don’t start with aesthetics — we start with understanding. Every visual decision stems from strategy, audience insight and practical application. Our process combines creativity with commercial sense, ensuring your brand identity looks right, feels right, and works everywhere you need it to.

Here’s how we do it:

1. Discover

We get under the skin of your business and audience, reviewing existing materials and discussing what your brand needs to achieve.

2. Define

We explore creative directions through moodboards and visual territories, agreeing the look, feel and design principles that best express your brand.

3. Design

We develop and refine your identity system — logos, colour palette, typography, imagery and layouts — ensuring it’s flexible and effective across print and digital.

4. Deliver

Deliver – We document everything in clear brand guidelines and help you roll it out through templates, collateral and digital applications for a consistent launch.

Frequently asked questions

Got a few questions about how we work or what to expect? You’re not alone — here are some of the most common things we get asked about Brand Identity:

Can you work within existing brand architecture?

Yes — whether you’re a sub-brand, product family or part of a wider group, we design systems that maintain visual coherence without losing individuality. We can create hierarchy rules, lockups and design structures that help multi-level brands look cohesive and credible.

Do we need to do a Brand Strategy before Brand Identity?

No — we can create or refresh your visual identity without a full brand strategy phase. In those cases, we’ll run a shorter discovery and positioning workshop to understand your audience, offer and goals. That gives us enough strategic grounding to make confident design decisions — ensuring your identity still feels purposeful, not purely aesthetic.

If you already have clarity around your brand’s direction, values or audience, we’ll build on that foundation. If not, we’ll guide you through a light-touch strategy process so the final design looks great and makes sense for your business.

Do you create brand guidelines?

Yes. Every identity project includes a clear, practical set of guidelines covering logo usage, colours, typography and templates. We make them easy to follow, with real-world examples that show how to apply the design — not just abstract rules. Your team, suppliers and partners can all stay on-brand without constant oversight.

How is brand identity different from brand strategy?

Brand strategy defines who you are. Brand identity defines how you look and feel — the visual layer that expresses your strategy. It translates positioning, values and personality into tangible elements like logos, typography and colour. A good identity makes your strategy visible, memorable and usable by everyone in your organisation.

How long does it take?

Typically 4–8 weeks, depending on the scope and complexity of the project. A straightforward refresh might take a month, while a complete rebrand with multiple logo versions, templates and rollout materials may take longer. We’ll map timelines clearly at the proposal stage.

What if we already have a logo?

That’s often a great starting point. We can refine or modernise your existing logo and then build a wider visual system around it — ensuring everything else aligns seamlessly. This might include updating your colour palette, typography, imagery and digital styling so that your logo feels fully integrated with the rest of your brand and marketing materials.

Many clients come to us not for a full rebrand, but to create cohesion and consistency around what they already have. We’ll preserve the equity in your existing logo while strengthening how it’s applied — so your brand looks unified, professional and ready for growth.

Will this work across digital and print?

Absolutely. We design every system to be fully adaptable — ensuring colours, typography and imagery perform beautifully whether viewed on a high-res screen, printed brochure or trade-show banner. We test across formats and file types so you can implement your brand seamlessly in-house or through partners.