The DSDillon Group / Reviewed 18 September 2026
Give each part a job.
A logo is a recognisable mark or name treatment. A visual identity sets out how that logo works with colour, typography, imagery and layout. Messaging adds the words a customer encounters. Together, those choices help a business present itself consistently.
Picture a quotation, website and delivery vehicle using the same logo. If the colours, type and tone change completely between them, the overall presentation may still feel disconnected.
Decide which problem you have.
A new business may need an initial mark and a small set of practical assets. A company with a recognisable logo may need stronger guidelines. A service that customers misunderstand may need a clearer explanation of the offer.
Gather a few existing materials and look for the point of confusion. Does the name read at a small size? Does the service make sense? Do staff know which files to use? The answers help define the right project.
Look at the identity where people use it.
Evaluate a concept on your actual materials. A distinctive headline style may work on a campaign poster and need a quieter companion for a long proposal. A decorative colour may need a different background when used for small text.
The Brand Lab lets you try a few directions using our own TDG identity. It illustrates how type, colour and composition affect the presentation. It is a conversation aid, not a finished brand for your business.
Plan for the next person.
A good handover should let someone apply the identity without rebuilding it. That means appropriate files, instructions and examples. Editable masters and everyday exports should be clearly named.
Ask about the rights attached to the work and the licences behind fonts or other third-party assets. Include the people and suppliers who will use the identity when deciding the required formats.
Choose a scope that fits.
Our logo and identity work begins with the business and its applications. Strategy, messaging, a website and a rollout can be included when the brief requires them. The proposal identifies the pieces.
Send a short description of the business and what needs to change. We can discuss whether the task is a new mark, a wider identity or better use of what you already have.