BRAND IDENTITY
Build a visual system people can recognise, remember and use consistently.
The visual and creative expression of the brand strategy.
We develop more than a logo — the identity must work across real business, communication and digital touchpoints. We translate the strategic direction into a recognisable, flexible and scalable visual system.
Core Capabilities
01 — Creative Direction
Visual territory · Mood and art direction · Typography direction · Colour direction · Imagery and photography direction
02 — Identity System
Logo system · Primary and secondary marks · Colour system · Typography system · Arabic and English typography (where required) · Graphic language · Supporting elements · Iconography direction
03 — Application Principles
Layout and composition · Grid principles · Digital expression · Imagery · Photography usage · Motion direction (where relevant)
04 — Guidelines
Logo usage · Colour · Typography · Graphic system rules · Imagery parameters · Layout principles · Core applications · Do’s and Don’ts
Identity Process
01 — Understand
Review the brand strategy, positioning, and required applications.
02 — Direct
Establish the creative territory and art direction that reflects the strategy.
03 — Create
Design the core identity assets including logos, typography, and color systems.
04 — Systemise
Develop the graphic language, layout principles, and supporting elements.
05 — Apply
Test and adapt the identity across agreed physical and digital touchpoints.
06 — Guide
Document the system in clear guidelines to ensure consistent future use.
Selected Work
Part of a wider brand system
Identity driven by intent.
Brand Identity is one critical part of DMA’s complete Branding capability, ensuring the visual expression is deeply connected to the business’s strategic goals.