Expertise

Brand & Visual Identity

We are vastly experienced in the world of brand & visual identity creation. With over 15 years in the trade and over 60 corporate and brand identity projects under our belt, we believe our knowledge and skills in this arena are unbeatable.

We add value right from the early stages of a brand’s lifecycle flexing core skills such as naming and the crafting of custom type marks. We have a real passion for iconography and the esoteric art of storytelling through symbolism. Our work has also delivered great return on investment for existing brands looking to renew and refresh their visual identities. We have pioneered the adaptation of brand experience into the online arena, creating vibrant digital identities.

We wanted the combination of minimal confident typography and an evocative icon to really create a confident and punchy brand.
We wanted the combination of minimal confident typography and an evocative icon to really create a confident and punchy brand.

Naming

The choice of brand name matters. It is the most transferable brand asset with the broadest reach. It can be rendered in spoken word, ascii text and 6 foot high lettering. While the rules are loose and change according to era, some core fundamentals remain: Make it snappy, make it unique and don’t be too clever. Our process of brand identity naming involves starting with broad conceptual avenues related closely to the values established in our early strategic work. And once we both agree on a conceptual thread, only then do we open out again and look at varying options. It’s important for naming to be governed by order. You’ll never have confidence in your brand name if you picked it out of a hat.

We specialise in the creation of original brands. Absolutely unique one-off pieces of work.

The brand mark

This piece of work is commonly referred to as the logo. At Firedog, we specialise in the creation of absolutely one-off pieces of work. All our creative endeavours in brand identity creation stem from the tip of a pencil. We apply our inventive minds in creating marks which challenge you. All the typography we create has been handcrafted to ensure complete individuality. The creation of iconography further strengthens the brand identity name and acts as a subconscious mnemonic which implants its image on your audience’s minds.

PriceRunner was established in Sweden in 1999 and launched in the UK in 2000.
The somewhat mystical icon creates intrigue and creates a memorable experience.
The somewhat mystical icon creates intrigue and creates a memorable experience.

The skill in creating a visual identity comes down to curating a set of ingredients that, when mixed together, create an evocative and memorable system.

The visual brand identity

The look and feel of a brand identity system is known as its visual identity. You should be able to grab any branded material, cover up the logo and still get a sense of the brand behind the communication. The skill in creating a visual identity comes down to curating a set of ingredients that, when mixed together, create an evocative and memorable system. Our identities rely on conceptual threads which marry graphic devices and imagery to articulate a visual representation of the brand story. And they also simply look superb.

Netnames is a leading provider of global brand protection and internet domain name management services.
Netnames is a leading provider of global brand protection and internet domain name management services.

Experience design is the process of designing an environment around a user’s experience, both in the physical world and the online world.

Experience Design

Brands in our modern era need to perform beyond their two dimensional origins and set of promises. Experience design is the process of designing an environment around a user’s experience. This can be applied both to the “real” physical world, and also to the online “virtual” world. The work may encompass a business process (the environmental design of an airport lounge). It can also be a transactional process (buying the plane tickets before you get to the airport). The methodology behind each is similar, with the net result of reducing the friction as much as possible. This increases the likelihood of a positive experience. Good experience design in small brands (when compared to larger, lazy brands) is entirely disruptive to the public’s expectations insofar as it creates a unique and unexpected pleasurable experience. We share ownership beyond brand identity creation by helping clients maintain a positive brand experience into all key communications.

Guidelines should be the starting point for creativity, not the end of it.

Control

Once all the hard work in the branding process is wrapped up, the task of managing its implementation becomes the next concern. This stage is formalised with the creation of a set of guidelines. Traditional guidelines tend to be a little restrictive. We like to think of these guides as the starting point for creativity, not necessarily a system designed to restrict. With this in mind, our brand identity guidelines illustrate the strategic outlook of the brand: its tone, its spirit and best practice.

A powerful application for the brand was a set of articulated trucks which toured the UK for a period of eight months, designed to bring creativity to the far reaches of the community.
A powerful application for the brand was a set of articulated trucks which toured the UK for a period of eight months, designed to bring creativity to the far reaches of the community.
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