Brand Thinking

Brand colour matters when it is used in a highly considered, consistent and meaningful way. Building your brand, increasing your visibility and creating awareness includes colour as an integral element. The use of colour is integral to business. Just think of The Economist, Cadbury’s Dairy Milk and UPS – colour comes immediately to mind. There is a whole science behind

In B2B brand naming whatever else you do create a long list of possibles before you hone it down.  If you are brave enough to enter the frustrating world of brand naming or renaming your company then here are our Five Key Tips for what you should be aware of from the outset. Clearly, the missing piece of advice is

They are more than just a logo when they make an immediate impact and grab your attention. There is no reason why this aspect of recognition and impact cannot be created for a business brand. In business we use logos as a symbol or graphic mark to identify our company or a specific product or service that we offer. It

Attitude by its nature is infectious, light, fun, irreverent and different. It is the epitome of niche. Brands with attitude create and own their market segment.  We like a good bit of attitude in a brand at Luna. Only, though, when it is a fundamental aspect of your brand personality. Attitude should not just be added to a marketing campaign, that

They need to flow and to sound right. It should not just be a shortening exercise or to try and appear more modern.  There is a significant trend in brand naming to use acronyms, but is it a good idea or not? DKNY and IBM definitely work. Donna Karen New York is strong but DKNY is punchier and contemporary. International

It is essential to understand the complex mix of brand character, colour palette, font, logo, imagery, attitude and positioning that makes up your full brand identity. Let’s deal with the biggest frustration for brand geeks: your logo is not your brand identity, it is just one element of the package. It follows that many people can create a logo for