Brand Identity Design Services

Your Partner in Brand Identity Design

Project6 Design provides comprehensive branding services, including brand identity design and logo development. As a leading Bay Area design agency, we have been shaping brands and creating impactful design solutions for over 22 years.

What is Branding?

Branding is a powerful tool that transcends mere visual aesthetics. It is the embodiment of your company’s values, personality, and unique selling propositions. A strong brand not only sets you apart in a crowded market, but it also fosters customer loyalty, instilling trust and lasting relationships with your audience. In today’s competitive landscape, branding is not just about being known—it’s about being known for the right reasons. At Project6 Design, our expertise lies in crafting a brand identity that truly represents who you are and resonates with your audience.

AUL Branding

The Importance of Brand Strategy

A well-conceived brand strategy is indispensable. It serves as a compass that guides all branding decisions and ensures alignment with the organization’s core values and objectives. It is a long-term plan that lays out the goals of the brand and delineates a roadmap to achieve them. An effective brand strategy can elicit a strong emotional connection from the audience, foster trust, and drive loyalty. It serves as a critical differentiator in a competitive landscape, providing clarity and focus, and enhancing the overall market position of the organization. Ultimately, a robust brand strategy can propel an organization towards sustained growth and success. The overarching strategy for your brand should also include print design campaigns as well as a strong and focused website design.

“The response from our agents has been overwhelmingly positive. They are excited about the logo and sales materials and believe it is a terrific step forward for AUL.”

—Jacqueline Swank, Marketing Manager, AUL

Defining Brand Personality

Discovering your brand personality is an exploration that shapes the core of your communications, guiding the message and image you present to the world. This personality is an amalgamation of the values, ethos, and strengths that define your organization. It’s not just about creating a persona, but rather, unearthing the authentic traits that already exist within your organization. We work with you to identify and showcase those characteristics that make your brand distinctive. The journey towards defining your brand personality can transform the way you present your organization, paving the way for an identity that truly speaks to your audience.

petwave branding

What are the Twelve Brand Archetypes?

Identifying your organization’s brand archetype can be both a fun and enlightening process. Twelve brand archetypes serve as the foundation for layers of your brand identity, shaping the way it communicates, behaves, and connects with the audience. These archetypes, originally proposed by psychologist Carl Jung, can be harnessed to help others understand and relate to your brand. And some brands don’t fit neatly in just one type. Which type best defines your organization?

The twelve brand archetypes are:

  1. The Innocent: Brands that embody innocence prioritize simplicity, honesty, and purity in their messaging.
  2. The Everyman: This archetype represents brands that position themselves as down-to-earth, reliable, and approachable.
  3. The Hero: Heroic brands focus on strength, boldness, and the desire to solve significant problems.
  4. The Outlaw: Outlaw brands challenge the status quo, seeking to disrupt and redefine.
  5. The Explorer: Explorer brands are adventurous, bold, and love to push boundaries.
  6. The Creator*: Creator brands inspire innovation and imagination, often in artistic or design-focused sectors.
  7. The Ruler: Ruler brands exude luxury, class, and leadership.
  8. The Magician: Magician brands aim to inspire wonder and create experiences that seem almost magical.
  9. The Lover: Lover brands aim to create intimate connections, focusing on aesthetics, sensuality, and luxury.
  10. The Caregiver: Caregiver brands prioritize service, care, and protection in their messaging.
  11. The Jester: Jester brands use humor and entertainment to engage with their audience.
  12. The Sage: The Sage brands are knowledgeable, often involving education, wisdom, and insight in their messaging.

Not every organization chooses to embark on an archetype exploration, but for those who do, it can serve as a basis for branding strategies, and guide the tone of voice, visual identity, and overall brand persona. Which archetype do you think best suits your organization?

*This is Project6, but we also have a heavy dose of Explorer (pushing boundaries) and Caregiver (clients come first!).

12 Brand Archetypes Chart
“I’d like to express profound gratitude for the amount of work and the quality of work your team has achieved. It’s just an enormous sea change moment in terms of how we project who we are as a company. I’m really impressed with it and appreciate the level of work that went into it.”

—Mike Grossman, CEO, Zetta

Zetta Branding Design

Areas of Expertise

In addition to branding, our other areas of expertise include print design and website design and development.

branding insights

17 JUL 2023
Project6 Green Certification
02 MAR 2022
Family Caregivers award

Frequently Asked Branding Questions

How often should an organization refresh its brand identity?

Some organizations retain the same logo and branding for decades. Others update their branding every few years. We suggest organizations reevaluate their brand identity every two to five years. If your visual identity lags behind changes in your mission or the broader culture, it’s probably time for a branding update.

What’s the difference between brand identity vs. brand image?

Brand identity encompasses the visual aspects of your branding. Your visual identity system can include a logo, custom graphics, fonts, colors, and other visual elements in your brand style guide. Brand image describes the way your target audience perceives your organization. Brand identity, executed well, delivers the desired brand image.

Is branding the same as marketing?

No. Branding supports your marketing by creating a visual identity and brand recognition. Marketing promotes and advertises the brand.

Does Project6 Design specialize in working with certain types of organizations?

Project6 Design has created most of our award-winning branding designs for nonprofits, foundations, educational institutions, and healthcare providers. And we are always looking for new challenges. We’d love to talk with you about your brand image!

How do I get started working with Project6 Design on branding?

Project6 Design starts your branding journey by understanding where you are now and where the gaps are. We work with established organizations that need rebranding as well as new enterprises developing their first branding strategies. To get started, we have a questionnaire that we can send you that helps outline the project goals. This includes understanding your target market and strategic goals. Let's talk about your project! Contact us when you're ready.

Tell us about your branding project

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