Naming
Name research, availability checks (trademark, domain name) and a rationale to back it up.
DeliverableChosen name, variations and rationale
Brand
Visual identity and art direction: a signature people recognise without reading it.
A name that rings true, a logo that reads at a glance, colours and typefaces that recur everywhere: visual identity turns a conviction into landmarks. People recognise you before they’ve even read your name.
Clear, lasting signs, ready to be rolled out, from paper to screen.
The challenge
A brand is recognised before it is read.
A makeshift logo, colours that shift from one medium to the next, documents that look nothing alike: without a coherent identity, a business looks smaller than it is and loses the trust it deserves.
Visual identity sets the brand’s DNA. Rooted in the strategy, it sets the tone for content, the website, tools and visibility: every branch of the ecosystem carries the same signature.
What we do
Four workstreams to write your DNA.
Brand platform
The brand’s pillars: mission, vision, values, personality, promise and tone. What the brand says, and how it says it.
DeliverableBrand platform and editorial tone
Logo & visual identity
Logo, palette, typefaces, iconography and graphic principles, designed for print and digital alike.
DeliverableLogo and identity kit
Guidelines & art direction
Usage rules, templates and art direction for photography, illustration and campaigns.
DeliverableBrand guidelines and templates
The process
From conviction to identity.
- 01
Understand
The brand’s story, values and ambitions, building on the strategy.
- 02
Explore
Design routes and moodboards to open up the possibilities.
- 03
Refine
One route chosen together, crafted down to the finest detail.
- 04
Roll out
Guidelines, files and templates delivered, ready for every medium.
ToolsIllustratorPhotoshopInDesignFigma
Case study
Argéo: a cross-section of the land as its emblem.
- 01The need
A dated logo: a single word in a brown gradient that said nothing about soil and water.
- 02Our response
An emblem drawn as a cross-section of the land: plants, then water, then the layers of soil. Each layer lends a colour to the palette, used across every medium.
- 03The result
A brand that explains the trade at first glance, recognisable from business cards to website.
FAQ
Questions about brand identity.
What’s the difference between a logo and a visual identity?
A logo is a sign. A visual identity is a complete system: logo, colours, typefaces, image style, layout rules. It is what makes a brand recognisable across all its media, from the website to the email signature.
Does SylIconValley also create the brand name (naming)?
Yes. The studio proposes name options, checks domain name availability and carries out an initial prior-rights search. The trademark is then filed with the INPI, ideally with the help of an IP attorney.
What is a brand platform?
It is the document that formalises a brand’s pillars: mission, vision, values, personality, promise and tone. It serves as the reference for everyone who writes or creates for the brand.
What do the brand guidelines include?
Logo variations, the colour palette, typefaces and their usage rules, plus ready-to-use templates: business cards, email signature, social media visuals. Source files are handed over once the assignment of copyright has been settled.
Can an existing brand be modernised without changing everything?
Yes. A visual identity redesign keeps what customers already recognise and fixes what has aged or lacks consistency.