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Insights

Guides on brand identity and ecommerce design

Questions we get asked, answered plainly. Each guide points to the service it relates to.

Identity
Naming
Guidelines
Typography
Store

Featured · IdentityWhat is brand identity, and what is it made of?Brand identity is everything a customer can see and hear of a brand, kept consistent. Here is what it contains and how the pieces fit.Read the guide

Naming · 5 min readHow to name a brand: six steps from brief to decisionA good name is found by narrowing, not by waiting for inspiration. Six steps that take a brand from a brief to one name you can use.
Guidelines · 4 min readBrand guidelines: what to include so people actually use themThe best guidelines are short enough to be read and specific enough to settle arguments. What to put in and what to leave out.
Identity · 4 min readRefresh or rebuild? Five signs that tell you whichMost companies don't need a new brand. They need the one they have to work properly. Sometimes, though, fine-tuning is not enough.
Typography · 5 min readBrand fonts: how to choose and pair typefacesFonts do more of the brand's talking than most people expect. How to pick one or two that fit the brand, read well on a screen and stay out of trouble.
Store · 6 min readEcommerce homepage design: what to put on it and in what orderA store homepage has a few seconds to say what you sell, to whom and where to go next. A simple order of sections that does that job.

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