Brand & Visual Identity

Written By Julia Hanley

At the 2013 MTV Movie Music Awards, Justin Bieber began his acceptance speech saying, “Thank you so much – not only to God, but to Jesus”. When it comes to grasping the concepts within branding, it can feel a lot like understanding the Holy Trinity.

Brand involves multiple components that are distinct in definition, yet inseparable in practice.

Part of the problem is designers can use varied terms for concepts that sound similar but differ significantly in scope: Brand Ecosystem vs. Brand System, Brand Package vs. Brand Kit, Brand Design vs. Branding, Logo vs. Logomark, Typemark vs. Logotype.

While these distinctions matter to us as professionals, they can leave clients feeling uncertain or overwhelmed. It’s no surprise, then, that many approach with a familiar request: “I just need a logo.”

What I’ve seen in nearly a decade in the industry – most clients don’t want a logo. They want a better brand.

At Fieldstone, I intentionally separate my services into two categories: Brand Design and Visual Identity Design. Here’s why that distinction matters.

Brand Design

Jeff Bezos famously said:

“Your brand is what other people say about you when you’re not in the room.”

Your brand is the complete, holistic expression of who you are and how you are experienced. It’s how your business looks, feels, and communicates — visually, verbally, and experientially.

It encompasses:

  • Brand Strategy – mission, values, positioning, audience, tone of voice

  • Visual Identity – logos, colours, typography, imagery style

  • Verbal Identity – taglines, messaging, brand voice

  • Brand Experience – how your brand is applied across mediums, interactions, and environments

At Fieldstone, I collaborate with clients to build brands from the ground up, integrating all four of these elements through what I call The Brand Build.

Contrary to what I encourage, you can have a strong brand without a perfect logo. But thoughtful, well-executed design communicates your quality and value before a single word is spoken — and that first impression is invaluable.

Visual Identity Design

Paul Rand said, “Design is the silent ambassador for your brand.”

Visual identity design is exactly that — the visible expression of your brand. It works best when built upon a clear and intentional brand strategy, but it focuses solely on the visual layer.

  • Think:

    • Logo and logo variations

    • Colour palette

    • Typography system

    • Iconography or graphic elements

    • Imagery style and art direction

    • Photography

    • Creative direction for environment & experience

In short:

  • Brand design = big picture — strategy + visuals + messaging + experience.

  • Visual identity design = the visual layer of that bigger brand system.

If you’re wondering whether your business needs a full brand build or just a visual identity refresh, I can help you find clarity. My process is collaborative, strategic, and rooted in nearly 10 years of experience helping organizations communicate their value with confidence.

Julia Hanley https://juliahanley.ca