What he didn’t say (but surely knew) was that the latter can predict the former. After all, your visual identity is the first experience your audience will have of your brand. A largely subconscious experience. Which makes it all the more powerful.
Identity systems typically include logo, business card and stationery design. Every element should serve a purpose, whether it’s to communicate the brand’s position, differentiate it from others in the space, impart a vibe or tell a story. So we create brand guidelines that specify usage requirements and restrictions — from colors and fonts to spacing, placement and visual hierarchies — to ensure that your brand identity consistently fulfills its purpose. And its promise.