Visual identity born from strategy.
Logo, colour, type and motion work better when every choice has a reason. Here the visual identity grows out of the brand platform, together with the verbal identity.
What visual identity is
Identity is how the brand looks, how it sounds, how it moves, what it is called. Verbal and visual are born together, as a single system.
BR/BAUEN doesn't do visual identity without the depth of positioning research. The line between strategy and form is the brand platform: every design choice has to point to something written in it.
- Brand
- Logo, symbol, colours, typography, graphic elements.
- System
- Motion, iconography, language system.
- Application
- Photographic style, signage, manifesto film.
How a visual identity project runs
- 01 Strategy
- The brand platform is written before any sketch. Research and diagnosis decide what the brand needs to say and to whom.
- 02 Visual workshop
- Leadership validates the directions against the brand platform, and every decision is recorded with its reasoning.
- 03 Visual system
- From the logo to the manifesto film: typography, colour, motion, iconography and photography, as a single system.
- 04 Brandbook and handover
- The brandbook documents the verbal and visual decisions with the reasoning behind each. In the handover training, the team learns to apply the brand without us.
What your company gets
- Logo and symbol
- Colours
- Typography
- Graphic elements
- Iconography
- Motion design
- Photographic style
- Signage
- Manifesto film
- Website and digital design system
- Brand guidelines
- Templates and editable files
Visual systems with a reason behind them.
“Our partnership with BRBAUEN goes back a long way. We worked hand in hand and arrived at a material with real depth and personality.”
Managing Partner, Séren Incorporadora
“Working with BRBAUEN was a surprising experience — for the creativity, the ease of the relationship and the ability to propose innovations that truly make sense for the business and add value.”
Managing Partner, Telgo Telecom
“This moved me. I tell my children that when I grow old I will become a painter. They said I would need to learn how to paint, but my dream is to paint with food, expressively, the way you created the Cucina Mia brand.”
Chef and TV host, Grupo Globo / GNT
“We were impressed with BRBAUEN's portfolio and their focus on results. Location didn't matter; project management did. They excelled at communication, process and understanding our goals. Their responsiveness, attention to detail and talent made them one of the best decisions we have made.”
Marketing Director, Allnorth
“I am extremely satisfied with the investments we have made with BR/BAUEN. Ten years after they created the brand, we came back to evolve our positioning with them, for their professionalism and their ability to understand the company's goals and turn it all into a solid strategy, simply and objectively. I always recommend them; they will be with us for our whole journey.”
CEO and Founder, IBBRA
“Since the brand launched in June 2023 we have seen an average 30% increase in sales, a number that speaks for itself. The new brand not only captured the essence of what we wanted to convey, it also resonated deeply with our customers.”
Head of Marketing & CRM, Grupo Saga
“We thank the BR/BAUEN team for the work, dedication and brilliance. You met and exceeded our expectations, and we look forward to future projects together. Thank you for making our brand stronger and more relevant in the market.”
Founder, Além do Olhar
“After an excellent experience with Rodrigo and the BR/BAUEN team at a previous company, I couldn't think of any other team I wanted to collaborate with to build out the NewCastle brand. Their work illustrated that NewCastle Gold was a serious market contender for investors and companies looking to acquire or merge with a junior asset.”
Director, Communities & Social Performance, Rio Tinto · formerly Director of IR & Corporate Communications, NewCastle Gold
How does research inform a brand's design?
Research reveals how the brand is already perceived, what truly differentiates it in the eyes of the audience and where the opportunities are that competitors haven't explored. With that, colour, shape, typography and composition gain a strategic reason.
How does BR/BAUEN keep strategy, verbal and visual identity coherent?
By doing all three with the same team and in the same order. The brand platform is written before any sketch; the verbal identity grows out of it; the visual identity grows out of both. Each stage is validated against the one before, and the brandbook documents all three together, with the reasoning behind each decision.
How do you evolve a traditional institution's identity without erasing its history?
By separating what transcends decades from what has simply aged. Institutions that value their history carry in their DNA what does not change; that is what needs to be preserved and valued while the expression evolves. That was the work with FAAP: historical identity research before any redesign.
How much does a visual identity project cost?
The investment depends on the programme, of 3, 6 or 9 months, the size of the company and the depth of the research. The programme and the investment are defined from the first conversation, when we understand where the brand stands and the goal of the project.
How do we start a project with BR/BAUEN?
Request a meeting through the form on this page or via WhatsApp. In the first conversation we understand where the brand stands and suggest the most suitable programme. We reply within two business days.