Since its beginning, Baggy has been working on many identity projects and we love it! For us, the beauty of our job lies in the possibility of creating and enlivening the core values that position and strengthen the brand, along with its visual and functional aspects.
Throughout our practice, when it comes to the visual identity of different companies on the market, we noticed many misconceptions. The most frequent one is mistaking brand, identity, and the company logo one for another as well as different identity extensions. As we have learned to make things simpler, we have also decided to write a few words about our philosophy of identity and the ways we do visual features.
First things first, the difference between the brand and identity is basically the relationship between the whole and the parts, the woods and the trees. Thus, brand should be the most general and overall impression of the company’s values built through the various extensions- it is a manifestation of the company philosophy through different applications. Visual identity is on the next level. In the cases of great brands, all of the elements of the brand function so well that it becomes difficult to separate divide the visual identity from its meaning or the emotion that it evokes in consumers.
In identity design, Baggy always keeps the whole picture in mind. It is of great importance to sync all the visual elements with the core values of a brand, which we define in close collaboration with clients.
The visual identity we create consists of many interrelated devices. Everything starts with the creation of the logo – the main feature symbolizing the entire identity and essence of the brand. The next big thing is stationary with its accompanying letterheads, business cards, envelopes and other printed material. The web is equally important as print and other “real life” features of marketing collateral – flyers brochures, books and all kinds of B2B and B2C presentations. The execution of visual identity depends on business specialties and requests, and may include product design and packaging, apparel (visual) design, interior and exterior signage, as well as communication design and conceptualization and execution of multi-sensorial features (audio, video and 3D materials, exhibitions, design of textures or smells). Basically, implementing anything that represents the business falls under the identity design umbrella. But that is not the end of the story, it is only the beginning.
We encourage brands to grow bigger and to open up to the possibilities that the future brings. Strong ideas and powerful visuals build a meaningful brand, but engaging content, day-to-day contact with customers and flawless communication tone ensures a brand’s long and dynamic life.