Visual identity

We develop powerful visual identities with depth, range, and flexibility. Much more than the sum of its parts, a visual identity is a comprehensive system, underpinned by strategy.

Our approach

A strong visual identity combines strategic insight, creative exploration, and technical precision. We begin by understanding your brand strategy and the audiences you need to reach, then explore design directions that balance creativity with clarity. From logos and color palettes to typography and imagery, our goal is to create a system that’s distinctive, flexible, and built to last, helping your brand show up consistently and memorably across every touchpoint.

01

Discovery

First, we gain an understanding of your business and brand. At the same time, we conduct a competitive visual brand landscape analysis.

02

Creative strategy and brief

Based on your brand strategy, name, and our discovery work, we prepare a creative brief.

03

Moodboards and concepts

Using the brief as a springboard, we develop multiple creative territories to define the possible range of visual identity exploration.

04

Visual identity development

We conduct concept studies, including logo directions, color palette, typography, imagery style, iconography, and more.

05

Visual identity system buildout

Based on your feedback, we refine our identity concepts and build out the full visual identity system.

06

Applications and guidelines

Lastly, we create relevant brand applications—from homepage design, to packaging, to signage—and deliver final files, along with a comprehensive set of brand guidelines.

Visual identity projects

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Heirloom ranked in the top 20 logo design agencies in California, according to DesignRush

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FAQ

A visual identity system includes a logo, but it’s much more. A full system often includes a brand’s logo, color palette, typography, imagery style, iconography, and more.
The best logos are strategic, memorable, simple, adaptable, and timeless. That said, there is no one-size-fits-all answer to this question, and of course, so much of what makes a logo “great” is subjective.
A “fauxgo” is a fake logo. The term is often used to refer to logos of fictional companies. Some of the most famous fictional companies with fauxgos are Weyland-Yutani Corp from the Alien franchise, Pizza Planet from Toy Story, and Duff Beer from The Simpsons.