Topic · 6 posts
Branding Basics for Founders
The fundamentals, written for founders rather than designers. What a brand identity is made of, and how to make the decisions that hold it together.
Branding basics posts
Branding basics8 min read
Branding trends 2027: what’s coming, and what to ignore
Eight shifts I keep seeing in the briefs crossing my desk, who each one suits, and the three things that will not change no matter what the trend posts say.
Branding basics8 min read
What is brand identity? (And why it’s more than a logo)
The parts an identity is made of, how they work together on two real projects, and what a founder needs at each stage. No jargon.
Branding basics8 min read
Why a logo isn’t a brand
I have designed over a thousand logos, so I’m allowed to say it: the logo is the smallest part. Here is where a logo-only brand breaks, and what to buy instead.
Branding basics9 min read
Colour psychology in branding: what actually matters
Blue does not mean trust and green does not mean nature. Here is what colour really does for a brand, with the palettes from real projects to prove it.
Branding basics9 min read
How to choose brand fonts: a founder’s guide
Two typefaces, each with a job, a licence you can show and a fallback for Canva. That is the whole method, with the pairings I have used on real brands.
Branding basics9 min read
Who owns your logo? Copyright basics for founders
You paid for it, so it’s yours, right? Not automatically. The plain-words version of logo copyright, font licences, marketplace marks and the questions to ask before you pay.
Whenever you’re ready
Let’s make your brand feel as good
as your business is.
Tell me a little about what you're building and where the brand feels off. I'll reply within a few hours with honest thoughts on scope, timing and cost. If you don't need me yet, I'll tell you that too.