Business magazines and websites are full of terms like branding, brand identity, logo design, identity design, corporate identity, and brand strategy. Sometimes different terms are used to describe the same thing. Sometimes the same term is used to describe different things.

As an identity designer, I want to be clear with my clients about what I do – graphic design, web design and identity design.

Your brand is what people think of when they think about you. It’s your reputation.


Your values, your products, your marketing, your customer service. Magazine articles about you, how your stores smell inside, and what your neighbor’s mom said about you at her bridge party. And yes, it’s your logo and website and business cards. Everything people encounter when they interact with your company adds to their perception of you: your brand.

Branding is the effort to influence this perception. You can’t literally control what your neighbor’s mom might think, of course. But you can do your best to get on her radar and make a great impression.

An identity is a brand’s set of visual elements.


A subset of a brand is the brand identity (also called corporate identity or identity system). The key word is identity. Just like with people, checking an ID proves you’re you and not somebody else. The tangible elements you can see when a company communicates with you comprise its identity design:

Logo, colors, fonts, icons, letterhead, business cards, envelopes, websites, packaging, uniforms, office aesthetics, promotional swag, social media, email blasts, signage, messaging.

A brand style guide documents a brand’s evolving identity.

A logo is a mark that represents a company.


Of all the visual parts that make up your identity, your logo is the strongest point of recognition. It doesn’t have to tell the world everything you do. It’s a quick tag or identifier. A red bullseye doesn’t reveal all the clothing, housewares, and food you can buy at Target. But it works as a stand-in for everything you know about Target. And if you knew nothing about Target, you could still make some guesses about the personality of the company by looking at the logo.

A brand style guide documents a brand’s evolving identity.


Maybe you’re a small business starting from scratch. Or maybe you’ve been growing for a little while, and you’re wondering whether you should update your existing brand identity. Is it worth investing in better design?

For businesses that get all their customers from neighborhood referrals—and they’re satisfied with that—it’s probably not worth it. Think of plumbers, mechanics, or dentists. As long as their service is excellent, nobody minds if their visuals are less than stellar. But if you’re in an industry where aesthetics can increase your visibility or revenue (think food and beverage, hospitality, fashion, arts, financial services, health and wellness, etc.), you can benefit from hiring an identity designer. Great design can help you:

  1. Be Memorable
  2. Look established
  3. Look Bigger
  4. Create desire


Along with small businesses, startups have similar factors to consider when creating a brand identity.

The culture of your organization. What’s your heartbeat? Why are you doing this? What are your beliefs, values, and ways of thinking and working? It should influence your identity design if it’s going to feel authentic.

Connectedness to your target audience. What do they need, love, and respond to? Your brand identity isn’t just to make you happy, it’s for them. Show that you relate to them by creating design that resonates.

When your startup’s language and visuals speak to both parties, you’ve done it right.

Get in touch!


Flor designed the logo for our non-profit organization, S#E (SheSharp), which promotes diversity in the STEM fields. We could not be happier with Flor’s design; despite the brief being vague, she managed to intuit what we stand for and what type of tone, messaging, and branding that we were trying to convey. We’re proud to call Flor a valued member of the S#E community and definitely recommend her for anyone’s design needs.


Emily Loh |

5/5 Stars

Flor understood perfectly the way I needed and wanted to show my work. I also strongly feel that the design is also consistent with the way I work, I like the simplicity yet the striking and startling as well. She was constantly receptive to my concerns and needs and demonstrated a high sensitivity and amazing design taste. Now, my page has a great acceptance among my clients and admirers and I still keep getting compliments and amazing comments about it. Highly recommended!


Lucía Morón |

5/5 Stars