Brand Identity Design

Whatever type of business you're in, it's important for you to make the right first impression on your customer. No matter how good your kitchen is, the customer will choose a place where they feel comfortable. If your place where you serve the customer is unattractive, you will be left with no choice but to try and sell very cheaply.

BUSINESS STARTS WITH CORPORATE IDENTITYBefore we start the interior design

We are often asked to design the interior of a new café. The first question I ask: “What is your target group?” often leaves the customer stumped. “What target group? We will work with everyone who passes us in the shopping centre / living in the area”, they reply, and confuse us even more.

To make you realise how much this is not a definition of a target group, I’ll give just one example in language everyone can understand: if you only cater to twenty-something car owners, do you want to offer services to VIP customers with a Bentley? And what do you want to attract them with? By price? A comfortable seating area?
Or on the contrary, will the owner of an old car go to your prestigious Mercedes-Benz service station?

The corporate identity of a new enterprise is formed on the basis of marketing research of a certain target group, and is formed on the basis of its preferences. It is not enough to draw a beautiful logo. The corporate identity must contain a whole list of actions aimed at gaining the trust of the right target group.

That’s why before designing the premises of your new business, you must have an accurate picture of your customer. That’s what we’re going to focus on. And if you’re still in doubt, trust us to conduct market research so you don’t make a mistake at the very beginning of your journey.



The results of the research often lead to contradictory results and can completely change the entire strategy that the business owner has been building from the beginning. Based on the information obtained, the logo and other elements of corporate identity will be formed so that your consumer will remember you.


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    A SIMPLE LOGO IS NOT ENOUGHWhat's that for?

    Why do you need to start designing your commercial interior or office by developing a corporate identity?
    Any new business starts with answering the questions – what are you selling and who are the customers for your products.

    Customer trust is built on their first impression of a company. Just as you form an impression of the person who walks into a room, your customer makes an impression of you within the first few seconds when they receive an email, business card or visit your website.

    Try not to miss this brief moment.

    It’s especially important if you’ve decided to start a customer service orientated business. Whether it’s a cafe, restaurant, car repair shop or dental office, the brand identity of your business should instil in the customer that you know how to speak their language and you are the one who will ensure their needs are met like no one else.

    This is why businesses invest a lot of money in the design of their business. Developing a corporate identity is not as easy as it seems. But without a quality brand identity, all you’ll be left with is trying to sell cheap.

    Many people think that creating a logo is enough and the job is done. But a company’s image is more than that. You will need to build a style of communication with the customer, a uniform style of mail messages, a uniform appearance of your products. Even the design of the shop window should not be out of the general style.

    Amazing Interiors’ studio will develop a corporate style of any complexity for our clients who would like to do everything right from the very beginning. This is the case when not only the designer, but also the marketing department will work on the corporate identity of your company.

    We start by creating a brand image. First, we’ll use the CensyDiam scale to determine what message the brand will carry, then we’ll determine its brand colours that are relevant to your market niche, and then we’ll create the core elements of the brand identity – the logo, layout material, social media creatives and more.

    To ensure that all employees (including the owner) are aware of the general behaviour of the company, a common standard called a brandbook is drawn up.
    Coca-Cola Brandbook

    A brandbook is essential to maintaining a consistent image of your brand, regardless of who is working on it. You’ll find it easier to delegate tasks to designers, marketers and copywriters to make sure the logo in your ads is the right colour and blog articles are written in your style.

    But the best insight into the meaning of a brandbook was revealed by one of our old clients: “It’s amazing, I used to sell only 20-30 pieces in a weekend, but after you fixed the brandbook, we’re selling 200!”

    MARKETING SUPPORTWhat do you need, a logo, brandbook or guideline?

    Don't waste any time! You can order your corporate identity and even your new logo in our online shop.
    We will use it in your interior design.

    When it's Necessary

    When there is another solution

    Franchise Or Outsourcing

    If you are opening shops or offices overseas or selling a franchise - a brandbook is essential to ensure the brand image is the same in all countries.
    Or if you have marketers and designers who work out of state.


    If you are a large company and hold tenders to create advertising, corporate events and gifts, it is important that the result of the tender task is as close as possible to the one you can use.

    Long-term clients

    If you are a company that markets your own products or services and you care about the recognisability of your brand. When applying to different contractors to print package or design an interior, you should demand that they all follow the same rules.

    Growing company

    If the number of employees grows with your business and you need to communicate your corporate identity to everyone. A brandbook can help executives save time and make it easier for a newcomer to dive into company specifics.

    New or start-up company

    Such company has not yet formed a style, so there is no need to prescribe a lot of details. In this case, it is enough to create a bright logo and select common corporate colours that will be used in the design of products or room design.

    Small business

    When design and texts are handled by one person in the company. He will, of course, be able to memorize the style of his proposal himself. But as soon as the company starts to grow, new employees will need a concise compilation of brand rules - a guideline.

    New Trade Mark Registration

    When you have to prevent anyone else from using your trade mark or logo, it needs to be registered. When developing such an image, a designer works with a lawyer - they cannot make a mistake and repeat an existing registered mark.

    Buying a Franchise

    In this case, you really don't need anything - the franchisor will provide everything. They will even help you to find a business premises. But the financial risks will still be on your side, so you will have to worry about promoting your point of sale.

    How a brand book looks like

    We have prepared for you a selection of several examples of what brandbooks of famous companies look like in terms of their corporate identity. Most of them you don't need to be introduced to, but you can see from their examples what a list of rules for using your brand should look like.

    Audi Online Brandbook

    Audi brandbook – the most modern way to develop a brandbook online. It is easier to design it as a landing page. It explains the brand guidelines interactively. From here you can also download the information you need for your partners.

    Before such a page can be developed, a developed corporate identity is required. Audi sets a clear statement of Vorsprung. Our attitude towards progressive premiumisation is conveyed through a high degree of flexibility and the bold use of the basic elements that form our brand.

    The Audi CI portal is a direct and easy way to creatively address this brand. It offers a wealth of examples that inspire and convey the essentials, and is structured so that you can get started straight away. A living style guide that is constantly expanding across all touchpoints.

    Audi online brandbook

    Coca-Cola Brandbook

    The book outlines a brief history of the brand, key brand values and standards. It then focuses on the brand identity and the basic principles of how a graphic designer uses the style.

    Coca-Cola’s core brand message is enjoy life and be happy. Join to be happy like us. The centrepiece of the brand book is, of course, the drink itself.

    The key elements of the brand are the Spencer font on which the logo is based, the contoured bottle, the dynamic ribbon and the signature colours in the Pantone scale. The globally recognisable brand assets form a visual core that is consistently present on packaging, advertising and communications. In 1969, the Coca-Cola trademark was complemented by a white wave. But in 2017, after rebranding, it disappeared.

    Some details indicate that this is not the original brandbook. Most likely, it was created by fans of the brand or one of the regional dealers. But it is made very decently.

    Coca-Cola brandbook

    Dove Brandbook

    In line with the Real Beauty Promise, the Dove brand is committed to showcasing only real women, not digitally altering their appearance and helping the next generation develop a positive relationship with beauty.

    The Dove brand book defines the core brand characteristics and benefits that differentiate the brand in a competitive environment and help drive the brand. The brand book explains how critical intangible assets help build a strong connection with audiences and win the hearts of women.

    Dove’s brand essence is evidenced by the photographic style of the brand book. The document is illustrated with “real” women, devoid of digital retouching. The brand argues that consumers increasingly trust the authentic and real, rather than “unadvertised” people, institutions and brands.

    Dove Brandbook

    Google Trends Brandbook

    In Google’s new guideline, let’s say “a brand identity guide”, the company outlines how the new logo can be used, using the Google Trends web app as an example.

    The corporate identity guide provides guidance on how to use the Trends name, logo, and language in materials without having contractors call the company’s marketing department. The document includes several examples of usage, as well as links to resources that can be downloaded and used.

    Google Trends brandbook

    Jamie Oliver Brandbook

    Jamie Oliver is not just a cook. He is a colorful personality who can inspire not only with his recipes, but also with his charisma and wit. He has written several recipe books and is the owner of the Fifteen restaurant chain. He has been cooking since he was eight years old and has won the love of millions of ordinary people who want to learn how to cook.

    The brandbook of the famous chef consists of 2 big parts. The first one is dedicated to mass market and simple “Jamie”, the second one is dedicated to the chef Jamie Oliver. The brandbook introduces the personality of the hero and the personality of the brand. This document contains the most comprehensive information about the Jamie Oliver brand. Developers are asked to use the brandbook in packaging design, marketing support and point of sale, ensuring consistency of style across all brand identity media. As usual, emphasis is placed on the proper use of the Jamie brand, so are asked to refer to and adhere to the guide.

    Jamie Oliver brandbook

    JohnnieWalker Brandbook

    The first sketch of Johnnie Walker’s Striding Man was made in 1908 by artist Tom Brown on the back of a restaurant menu. “Colored” Johnnie appeared in 1927, thanks to Doris Zinkeisen. The artist chose his red tailcoat and painted him a light-colored cylinder.

    The main sections of a real brandbook are: history, brand character, mission, manifesto and brand wheel. Design is our past, present and future. There is no date on the brandbook, but you can check the time by “walking man”. In 2015, the brand and a simple drawing of the ‘walking man’ was finalized by London agency Bloom in collaboration with illustrator Gary Redford, so the brandbook is before the redesign.

    Johnnie Walker is now the world’s largest whisky brand and its motto, as a joyful expression of optimism and as the best advice for you, is “keep going”.

    Johnnie Walker brandbook

    Heineken Brandbook

    Heineken’s corporate identity plays a crucial role in maintaining and strengthening its number one position among international beer brands. The brand book presents a number of new rules and additional elements that have been added to the core elements of the identity, as well as additional style guidelines for photography.

    The book defines the key brand assets: the Heineken brand emblem, logo, star, star with “H” sign and the signature green color.
    A large space in the book is devoted to the Heineken emblem. It consists of a green ring, a ribbon with the Heineken logo and a red star. The emblem is a key asset and conveys the authenticity and heritage of the Heineken brand.
    The Heineken brand sponsors concerts, supports cultural events and promotes community events of all levels and sizes. That’s why you can see the bright green color and red star anywhere on the planet. Know that these are the main identifiers of the Heineken brand identity.

    Heineken brandbook

    Lexus Brandbook

    “Why did we create brand rules?” – ask the creators of the Lexus (hereinafter referred to as Lexus) brandbook and answer: “We hope that through this guide, all Lexus associates will master the spirit and exceptional benefits that the Lexus brand provides. The book will convey the distinctive tone and personality that sets us apart from other, less passionate luxury brands. By reading the book, you strengthen the bonds of trust and add value to the Lexus brand.”

    Great brands live in the hearts and minds of people. The successful ones form the foundation of strong relationships. Lexus is one of the great brands. We represent a company that is focused and passionate. A company that understands, cares about customers and guarantees a high quality of life with deep appreciation.

    The essence of the brand is the pursuit of excellence. The Lexus nameplate symbolizes heritage and embodies the spirit of luxury. It is the face that the brand shows to the world. Developers are asked to treat it with respect and use it with common sense. The symbol and the logo create the brand unit. The combination of the two registered trademarks is an important asset to the Lexus brand and cannot be changed. The brand block is the only visual constant in communicating the Lexus brand.

    Lexus brandbook

    New York Guideline

    “I Love New York” is a well-known all over the world logo designed in the 70s by Milton Glasser to create a new advertising image of New York tourism. There is a legend that the logo was created by the designer while sitting in the back seat of a taxi.

    The logo is a rebus of a capital ‘I’ (I), a red heart symbol (♥) and an abbreviation of the name of the city of New York, typed in the then popular American Typewriter headset (retro typewriter style).

    This brandbook was created in 2008 to tell everyone who touches the brand about the new principles of advertising image of the city and the state. The book talks about the importance of being consistent in branding. The authors cite research that proves consistency builds awareness and helps strengthen the emotional connection to a brand. “The more purposeful we are, the more powerful the I LOVE NEW YORK brand will be. It’s that simple.” The purpose of the brand book is simple – to share all the treasures that New York State holds. The brand book talks about the brand platform, mission and values.

    A very interesting sample of the New York State brandbook. I suggest you pay attention to those designers or marketers who are tackling territory branding. Some sections, such as “Advertising”, do not stand up to criticism from the point of view of modern graphic design. But be indulgent, the document is more than 10 years old. Interesting variation of the logo for different seasons of the year in the section “Logo rules for different seasons”.

    I Love NY Brandbook

    Mercedes-Benz Guideline

    The Mercedes-Benz corporate identity manual contains 3 sections: basic principles, applications and co-branding.
    The Mercedes-Benz document is an updated version of the corporate identity manual and emphasizes three main facts: the new location of the star, the separation of the star with the logo and the introduction of the black color. The authors introduce new concepts in visual style: clarity, sensual layout and simplicity.

    The black background acts as a new element of style. Panorama is a variant of the background layout scheme that can be used in both print materials and videos. In addition, there is a three-dimensional background with the Mercedes-Benz star, word mark and slogan.
    It is worth mentioning another brand asset that the developers do not emphasize – the Corporate A brand font, which is another key asset of the Mercedes-Benz brand.

    Mercedes-Benz brandbook

    Pepsi Brandbook

    In 2008, Pepsi rebranded and presented a new logo, which is in the form of a smiley face. The idea was that each drink was assigned a smile. Pepsi MAX is a wide smile, Pepsi is a medium smile, and Pepsi Light is a light smile. The idea didn’t catch on and one variation for all drinks caught on.

    Pepsi’s brandbook is dedicated to the rebranding and the new smile. The company’s marketers considered it a powerful idea, capable of attracting attention and conveying the core essence of the brand. The iconic smile shape is based on Pepsi’s brand heritage and established design principles that have defined the Pepsi spirit for over a century. These principles were utilized to create a new identity with harmonious proportions and an iconic message. Pepsi’s new brand identity guidelines describe the use of the new symbol and govern the transition from “wave” to “smile,” reflecting the core essence of Pepsi.

    Pepsi Brandbook

    Microsoft Brandbook

    It’s been 25 years since Microsoft updated its logo. In 2012, the company unveiled a new version of its logo. The previous version had been around for a full 25 years. It was an incredibly exciting rebranding for Microsoft, as the new corporate identity touched all products across platforms, from Windows to Office versions, from phones to televisions. This wave of new releases was not only a reimagining of the company’s popular products, but was a new era for Microsoft.

    The 2012 guidelines provide a new vision for how corporate identity can be used as a unifying solution for the Microsoft brand. The new Microsoft brandbook is designed to align creative work and draw attention to the new corporate identity.

    The task of the new logo was to show the evolution of the company and visually emphasise this beginning. The Microsoft brand is more than just logos or product names. More than a billion people use the company’s products every day. Every point of contact with the products is a “brand impression.” That’s why Microsoft’s new logo draws inspiration from the company’s product design principles, building on the brand’s heritage of values, fonts and colours. The brand book is built on the logo. It is a key element of the brand and corporate identity. The Microsoft logo preserves the heritage and gives birth to new connections across all Microsoft products.

    Microsoft Brandbook

    Vodafone Brandbook

    Vodafone is one of the most recognized and valuable telecommunications brands in the world with an estimated value of $22 billion. In our collection we have a version of the 2013 brandbook, which is now an outdated version of the company’s corporate identity.

    The old corporate identity was born out of the rhombus, which was the basis for the main advertising communications. The rhombus, as Vodafone states, is a flexible figure to express the brand’s visual language. In the digital world, its role is to convey a sense of momentum and interaction with images. The rhombus is always associated with the logo. Located in the center, the lines of the rhombus intersect the logo at an angle of 45°.

    In the new corporate identity (English – visual identity) pays much more attention to the symbol “speech mark” Vodafone. And this is the key difference between the old corporate identity and the new one. The “speech mark” logo was created in 1998 and became one of the most recognizable symbols of the company. In the new corporate identity, the “speech mark” is the central graphic symbol that is given a major role in marketing and visual communications. The logo in 2017 became simpler and received a “flat” design instead of a pseudo 3D solution.

    Vodafone Brandbook

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