The brand blog

Practical guides to building a strong brand identity: choosing your colours, designing a logo, writing brand guidelines and looking after your digital marketing.

Brand

Vibe coding: why you should define your brand before asking AI for code

Vibe coding lets you build a site or an app in a few hours. Without a defined brand, the result looks like everyone else’s. Here is what to prepare before you launch the AI.

Colours

Colour psychology: how to choose the colour of your logo

Blue, red, green, yellow… what each colour suggests, how to choose according to your industry, and the mistakes to avoid before locking in your palette.

Brand

Brand image: definition and the 8 elements to build

Brand image, visual identity, branding: what these words cover, the 8 elements of a consistent brand and how to build them in the right order.

Logo

How to create a professional logo in 7 steps

From brief to final file: the method for designing a legible, lasting and adaptable logo, with the types of logo, the mistakes to avoid and a checklist.

Design

Choosing and pairing your brand fonts

Sans serif, serif, script: how to choose a font for your brand, make a font pairing work and stay light and fast on the web.

Colours

Building your brand colour palette: the 60-30-10 method

Primary, secondary, neutral and accent colours: a simple method to compose a consistent palette and document it (HEX, RGB, CMYK).

Digital marketing

Visual consistency and digital marketing: a brand recognisable everywhere

Website, social networks, e-mails, ads: how to keep the same visual identity everywhere with a brand kit and a simple checklist.

Logo

SVG, PNG, PDF, EPS: which logo format for which use?

Vector or bitmap, transparent or not: the guide to logo file formats, with favicon sizes and good export habits.

Colours

Colour contrast and accessibility: what WCAG means for your brand

4.5:1 and 3:1 ratios, text and buttons: how to check that your brand colours stay legible for everyone, and what to do if they do not.

Logo

A unique logo: exclusivity, assignment of rights and trademark filing

Generator or designer: how to know whether your logo is really yours, what the assignment of rights must contain and how to check prior trademarks.

Brand

How to find a brand name: method, ideas and checks

Criteria for a good name, themes for inspiration (stars, flowers, pigments, treats…) and a checklist: domain, social networks, trademark.

Design

Brand guidelines: contents, structure and example

What brand guidelines (or a brand manual) should contain, page by page, and the usage rules that prevent logo reproduction mistakes.

Digital marketing

SEO for a brand website: the basics to know

Titles, descriptions, heading structure, images, speed, blog and structured data: the fundamentals of organic search for a brand or small-business website.