As a Branding Designer I design logos, but not “a logo” in the singular sense. Typically, brands will not only need a system of logos, but they will also need other supporting visual elements from which to build a complete visual identity and, in turn, brand assets. Here are the components I recommend you have in your Visual Identity Toolkit:

When building an emerging brand, the strategy is much the same as branding a larger entity. The process, though, may differ in that smaller companies are often more nimble.

I recommend you select three different typefaces to help shape a consistent visual identity for your brand.

For clarity, it’s important to understand the difference between a typeface and a font: A typeface is a collection of glyphs that are designed as a whole - with a distinct look. A font is one of the glyphs in the collection. For example, a typeface may come in a regular font, an italic font and a bold font. Variations in weights are also considered a variation in the font. For example, Helvetica at 10 points is a font and Helvetica at 12 points is another font.