"You are a professional and started your business, now you are the father of your brand, but this brand needs a mother. I am here for your brand."
Elias Aminian
Brand Designer


Branding is about telling your audience these same things, all the time. This is who I am, my personality and story. This is what I look like and this is what I can do for you.

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Brand Identity Prism

The Brand Identity Prism is a concept coined by J. Kapferer in 1986. According to him, any brand can be identified by its characteristics. The Brand Prism is represented by a hexagonal prism which defines 6 characters of a brand.

Brand Identity Design

One of the most interesting projects that I can take on is designing a logo. It can be daunting (and stressful) to come up with logo options based on market research, and stumble upon some “design magic” through the exploratory process. Narrowing it down to a final approved logo and then seeing it out in the world can be a very rewarding experience for a designer.
However, most of the time, a logo is not enough. Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand. But before we dig in, let’s define the difference (and relationship) between a brand, an identity and a logo.

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Brand vs. Identity vs. Logo


A Brand (or Branding) refers to the perceived image and subsequent emotional response to a company, its products and services. It also represents the conversation that customers are having with each other about the company, and how that spreads. My favorite definition about brand is the one Seth Godin gave: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.


An Identity describes the visual devices used to represent the company. Identity systems are a visual components package that is paired with style guidelines and used as a framework to ensure the corporate image is cohesive and consistent. Some of the visual devices that leverage the brand elements and style guidelines are as follows: stationery, marketing collateral, packaging, signage, messaging, and digital projects, among others.


A Logo is the central, identifiable visual element that helps customers discover, share and remember a company's brand. Usually it's in the form of an icon (mark or symbol), logotype, or combination of the two. The main purpose of a logo is summed up nicely as the five principles of effective logo design in one Smashing Magazine article.

5 Principles of Effective Logo Design


Make a powerful brand

rose polymer

The story of changing the face of the brand

Companies have various reasons for retiring a logo and going back to the drawing board. Sometimes, an old logo no longer reflects the values of a brand that has steadily evolved over the years. At other times, industry changes force brands to rethink how they fit into the market.

Not all logos can stay relevant forever. While there are a few rare gems, like the Nike swoosh, most enduring brands will deal with a redesign at some point.

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The Story of Birth of a Brand​

A brand is the collective impact or lasting impression from all that is seen, heard, or experienced by customers who come into contact with a company and/or its products and services. In creating a brand, or “branding,” you have to manage the effect that your product or service is having on the customer.


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