Posts filed under ‘Identities’

GS: Logo, Identity & Brand Part 3: IDENTITY

Moving on with the Graphically Speaking (GS) posts about the differences between your logo, identity and brand…

Last time, we went into specifics about your logo. We discussed how 4th Leaf Design Studio divides logos into three categories to help with planning a company’s image: Typographic, Lock-Up and Crest. There is not one type of logo that is better or more effective than the next one; it’s just a matter of what logo style works best for your company to ultimately create your brand. Now we’re onto your identity…

When someone speaks about a company’s identity, what are they actually talking about?
They are referring to all those little characteristics that are unique to your company and distinguish you from your competitors. Basically, your identity encompasses all of the elements that make up the visual representation of your company: colors, typefaces, images and their usage, graphics, grids, patterns and, of course, your logo!

I really like the way the graphic design mega company, Pentagram, describes identities and identity designers:
Identities are “a unique combination of reputation, name, culture, manner and values. Identity design represents these qualities and in doing so adds something to them. The identity designer has to become intricately involved in the group in order to understand and thus influence its presented image.”

To help you understand large-scale applications of what an identity is, I’m going to walk you through a simplified explanation of the University of Cincinnati‘s Standards as the main example.


Your logo encompasses the largest portion of your identity. It dictates the rest of the images, graphics, etc. When designing your logo, your designer will be thinking of the many possible usage of your logo. There will be some instances where you will be able to use your logo in a vertical format, and at times, a horizontal layout will be best.

standard logo layout : horizontal

alternate layout : vertical

Another example of this is the logo options for the New York City Ballet:

The designer will also give you standards on how to use it. The most important one of these to be aware of is the “safe space.” A logo’s safe space is the area designated to the readability of the logo. It’s a space that surrounds the ENTIRE logo where no other images, graphics, words, etc can penetrate. This is typically some proportion of the logo:
There will also be standards on how your logo is to be used on different colors:
SIDE NOTE: your designer should ALWAYS give you a solid black and white version of your logo! If you do not like your logo in black and white, you’ll never be fully happy with it in color. Besides, you will not always be able to use full color.

A solid identity standard will also ways that your logo should NEVER be used:

You should also be aware as to the minimum size that you designer recommends for your logo. Because of the type, some logos are able to be smaller than other. In this case, the designers for UC’s logo require the printed logo to be a minimum width of one inch and the digital image to be a minimum width of 125 pixels.


One of the main reasons I wanted to show you the UC identity standards is because of how they dictate their graphics, patterns and textures. All of the swoops you see associated with the university all derive from the logo itself:

Samples of the swoops:


As you all know, your colors are just as much a part of your identity as your logo. You probably even know your company’s specific PMS (Pantone Matching System) color to be used on all your materials! If you don’t have a PMS color, your color can not be guaranteed by a printer, so be sure to get one!

True brands have their standard primary colors (which are usually the colors that make up the logo) and secondary colors at least. Secondary colors are hues the designer feels best compliment the primary colors:



Obviously, UC’s color palette is quite extensive. They need to be able to incorporate and decipher many disciplines of study, campuses, buildings, etc. Not all color palettes have to be this elaborate. Take mine at 4th leaf Design Studio:



We’ll get into the differences later! 🙂

The lettering you choose for your business is just as much a part of your identity. Think about it, if you send out one memo in Times New Roman, and another one in Arial or even Georgia, they will look like they came from totally different companies. It’s crucial to know what typefaces are associated with your company, how they are used, etc. Many companies incorporate both a sans-serif for less formal pieces and serif type for more formal announcements. When the sans-serif and serif typefaces are used together creatively, they can create extremely beautiful pieces. Here are UC’s type choices.

I know this was a lot to take in, but trust me, it was just a short explanation on what identities really are. Many companies have thick manuals explaining the elements of their identities and how to use them. Here are a few more short examples of identities courtesy of Pentagram.

Black & White Ball
Notice the grid pattern formed for their marketing material. This is part of their identity as well.

The Metropolitan Opera
Notice the red and how it’s continued into the photographs for emphasis.




November 3, 2010 at 9:06 pm 1 comment

GS: Logo, Identity & Brand Part 2: LOGO

Last week on GS, we discussed the general differences between a logo, an identity and a brand. In the next few posts, I will dissect each of these words more in-depth.

You remember this image to help illustrate how they all relate:

Today, we will start to discuss these in more detail, starting with the triangle: LOGOS.
A logo, or logotype, is a graphic representation or mark symbolizing a company name, trademark, abbreviation, etc often uniquely designed for ready recognition. (Source)

At 4th Leaf Design Studio, to reach a better understanding of what our clients want for their logo, I have categorized logos into three groups. Almost all logos can easily fit within one of these; shown in no particular order.
PLEASE NOTE: I have no affiliation with any of the represented companies. I am just using their logos for examples. These views strictly of 4th Leaf Design Studio’s.


Typographic logos are basically a company or brand’s name spelled out with a clever use a type. In many cases, the designer will alter a typeface to fit the look the company wants or they may combine typefaces to create another feeling. Below are several samples of typographic logos.

Notice how the designer for the FedEx logo strategically altered the typeface to create a forward moving arrow between the E and x. The Coca-Cola logo has been around for decades with very minor changes. The elaborate script typeface, change in baseline (where the bottom of the letters sit) height and the differences in the C’s create an interesting composition in the logo that has made it timeless. The baseline changes and mixed typography of the Ebay logo emphasizes how approachable and playful the site can be.

2– Lock-Up Logos (or Marks)

These are logotypes that use a combination of a graphic (be it an image, a ligature or some other graphic) and the typographic representation of the company. The reason these logos get their own category is because they are recognized both as a lock-up and separately by each individual piece. A successful lock-up logo considers the proportion of the mark to the size of the type associated. When a brand with a lock-up logo becomes successful, they can easily use just their image without NEEDING the adjoining type spelling out the name.

Take Nike for instance. You recognize this as the company logo:
… but because of their wonderful marketing and recognizable graphic, you also understand this to be the same company:
Many companies are recognizing a use for having a lock-up logo. Nike simply brands each of their shoes, hats, and any other active wear by using just their mark. This saves a lot of real estate on their items for other graphics.

Another unique notion about these lock-up logos is their ability to be altered to fit any orientation. They can be in a vertical layout, a horizontal and as just the graphic (as discussed above). NBC does a great job of making sure their logo is used in whatever orientation best fits.

3– Crest Logos

I don’t just mean logos that look like something plastered on a knight’s shield, although the Lamborghini logo is a nice representation of that! These logos succeed in communicating everything about the company all combined in its own holder.

There is not one particular shape that is the best to use, but rather you use the shape that best fits what you’re trying to communicate. If you remember several years back, the UPS logo went under a make-over.

The reason this make-over was so widely accepted is because it kept the same integrity of the original logo and the successes it had while giving the new logo a more modern / streamlined look.

The NFL’s logo was also simplified recently. In the past, it had a star to represent each team in the league. It made the logo dated and incredibly busy. Now the NFL shield is a much simpler version of the original highlighting the 8 divisions of the league rather than every team.



As a business owner, it’s important to understand that your logo is your customer’s first real impression of who you are. Be sure to have a logo that represents the formality of your company, the approachability of who you are and a general concept of what you do. Understand the style of logo that will also work best for you. For example, if you’re a photographer needing to watermark your images, you may want to have your name spelled out so it is clear that the image belongs to you. This “little” image is your stamp that will go on EVERYTHING you do. What does your logo say about you? Are you happy with the way your logo represents you as a company? Will your clients be able to recognize your logo as a stand-out amongst your competitors?

Now, if you ask anyone what their company’s logo is, I’m sure they will be able to show it to you correctly. That’s great! But the question is: Do you know how to use your logo correctly? To learn more about understanding how to use your logo, check back for the discussion about identities.

October 19, 2010 at 6:06 pm 3 comments

GS: Logo, Identity & Brand Part 1: An Overview

On this first real Graphically Speaking (GS) post, I’m going to begin a four-part discussion about the differences between a brand, and identity and a logo. These are three words that are commonly intertwined and misused, but they have very different meanings although they all relate at the same time. To start off, I wanted to give you a quick little overview of what each of these words mean. In the subsequent posts, I will go into more detail of what each one really is and how it helps your company and business.

It’s probably easiest to help you define them visually. If these basic shapes represent each piece:

then this represents how they relate to one another:

In other words, the logo is part of the identity which is part of the overall brand.

According to Merriam-Webster, each is defined as follows (as closely related to design):
logo: 1. short for logotype; 2. an identifying symbol
identity: 1. sameness of essential or generic character in different instances; 2. distinguishing character or personality
brand: 1. a class of goods identified by name as the product of a single firm or manufacturer: make; 2. a characteristic or distinctive kind

All are very close to the way I would define them. Here at 4th Leaf, they are all defined as:
logo: the physical representation of a company’s name, product name or service name
identity: the essential element, colors, typefaces, images, graphics and patterns used to help visually distinguish the brand
brand: the company/product/service name and everything it represents; the emotional perception generated by a particular company, product or service

Through this, you should see how the logo is the starting point for creating a successful brand. After the logo is designed, then the designer can start to create the company’s identity which then will define its brand.

On the next GS, I will be discussing in further detail what a logo is, how 4th Leaf goes about creating a logo and  how we help our clients define themselves.

October 12, 2010 at 5:01 pm 2 comments

WOW! Time really can fly by when you’re having fun!

Over the past couple weeks, several people have started to ask me about my blog and when I was going to update it next. To be honest, I’ve been so busy that it has completely slipped my mind! To give you an idea of what I’ve been doing since April 29 (wow, that’s embarrassing!), here’s a quick snap shot look:

Jessica & Derrick’s wedding invitations:

Hillary & Samuel’s wedding invitations:

Lauren & Tim’s wedding invitations (I’ll elaborate more on these later):



Lauren & Tim’s Wedding Poster to decorate Houston Station on their wedding day:

Lauren & Tim’s rehearsal invitations:

I’ve also created the invitations for and hosted Lauren’s bridal shower! It was a huge success and the invites were adorable… if I do say so myself! I’ll post more on this soon!

Chelsea & Blake’s wedding invitations: (of course you’ll see more on these soon, too)

Erin & Anthony’s wedding invitations & custom designed patters:

Family trip to San Francisco, complete with a custom 4th Leaf Design Studio t-shirt:

James Chesser website, business card, bumper sticker, letterhead redesign:


business card

bumper sticker


Innovative Media website redesign:



Ridgetop Apartments logo:

I am now the assistant varsity and head JV coach at Page High School in Williamson County! Been working on our practice shirt designs as well as many other shirts for the girls:

Becktold wedding album:

(photos by Joe Hendricks Photography)

Lately, I’ve really been putting a lot of time and energy into my business, especially in terms of marketing. Here’s a quick look at my website I’ve been working on, minus any work of course:

… and last, but certainly not least, I got a new puppy! He’s absolutely precious and much more time-consuming than I could have imagined!
Meet my precious little Hilo (pronounced HEE-low) von Loxley McNeil!

Whew! That was quite a bit to cover in a short time! The scary thing… that’s not everything I’ve been working on! Still so much more going on here at 4th Leaf Design Studio. Stay tuned to see more!

August 5, 2010 at 7:16 pm 1 comment

NFL Logos

My weekly visits to during football season lead me to this article. I think these are cute and some are really funny. Check out some of Kurt Snibbe’s NFL logo spoofs:

The Tennessee Titans are obviously one of my teams (coming in second to the Bengals), but this still makes me laugh…

In my opinion, the Seahawks have the best color scheme in the NFL, but a recent good-idea-gone-bad, and their color ideas quickly went downhill…

A few others for your enjoyment….

October 7, 2009 at 3:24 pm Leave a comment


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