What is our Approach to Technology-Friendly Branding and Identity?

A well crafted and uniquely identifiable brand or identity has always been important. In the internet era with such vast competition, it has never been more crucial.

With increasing smartphone and tablet use, proper brand portability has become both critical and challenging. Successful branding now requires more than just thoughtfulness and creativity—it also requires technical know-how and a knowledge of existing technical constraints. Technical limitations now dictate the shape and form of brand application.

What this means is although we might love a certain design trend or style, it may not be appropriate for brand portability. Due to ever increasing technical constraints, logos must be designed with mobile devices and web-use in mind.



Our 20 years of experience working with technology has given us a unique perspective on branding. Our technical know-how guides us to create modern, technology-friendly brands.

Through this experience, we have honed our craft, perfecting a set of important rules used during the creation of each logo. This ensures that not only will your brand be uniquely recognisable, but will be suitable for use anywhere. Your logo will be just as strong on the smallest mobile device, as on a large billboard.

Your logo, however, is only part of your overall brand. Our approach to branding includes 3 important elements that come together to create your identity—the name, the logo, and the philosophy statement.


A great name is important, and so are the rules for choosing or creating a recognisable, unique name. We use our proven naming process to design a unique, internet friendly, memorable name for your company or product. This name embodies the essence of the company. Also, we ensure that it is a completely unique word, not found anywhere on the internet. This allows the company or product to be found easily.

Our sister company VibeMuse, specialises in the art of naming. VibeMuse is a collaboration between language expert Mark Zlomislic and design and marketing expert Erich Nolan Bertussi, who together have perfected and streamlined the naming process.


In the post internet era, our approach to branding also includes a proper logo—including a “logo icon” and a “wordmark”. This element of the brand is equally as important as the name when creating a recognisable, memorable identity. As with the name, we create the logo to capture the core of your company, the ethos, the spirit, the collective soul.

We create the logo or brand icon through our logo study process. We work to embody your company’s core, in a visual, symbolic, unforgettable form. Our design rules adhere mathematically to the rules of nature, known by some as “divine or sacred geometry”—the mathematics that are common to every living thing that exists on earth.



We design the logo using specific technical rules, mathematical equations, and principals, ensuring that it properly translates from print to web. Your logo must be created to be implemented anywhere—from a large billboard down to the smallest mobile device. Although an essential detail, this is often overlooked.

This is especially important when dealing with different social media platforms. Unlike printed material, your have no control over the screen displaying your logo. This is why it is essential that the logo can be scaled down to the smallest screen size or technical implementation. This can have great impact on how memorable or digitally accessible your brand will be to your audience.

Philosophy Statement

A philosophy statement is the third element in creating a proper business identity. Unlike a simple “slogan” or “tagline”, a philosophy statement is a thoughtful, meaningful way of communicating the heart of your brand—the ethos, spirit, and collective soul of your organisation.

A philosophy statement should speak to everyone—from the CEO, to the company staff, to suppliers, and customers alike. Everyone should feel the meaning personally and be able to identify viscerally with your organisation’s philosophy statement.

A philosophy statement is your company’s opportunity to express its core to the world in just a few short words. It is important that these words are not only meaningful, but create a connection with people. The objective is to embed a vision in the mind, that permanently associates important facets of your organisation’s brand to the viewer at a deeper level. This will make your brand more memorable and recognisable—going beyond the simple, catchy, quirky, meaningless “slogan” or “tagline”.

As with the name and logo, we construct philosophy statements deliberately, using certain rules to assure its effectiveness. For example: a philosophy statement generally includes 6 words or less, using a maximum of 10 syllables.

The final step is combining the 3 elements. We merge the name, logo, and philosophy statement to create a visually compelling, memorable brand identity.

Our post How are Names, Logo Studies, and Philosophy Statements Priced? discusses pricing.



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