More decisions than a change of logo

Visual identity cannot resolve an unclear offer on its own. Before drawing, understand who the brand addresses, what it offers, what sets it apart and which ideas should remain recognisable.

The starting point can be a new brand or an established identity. For an existing brand, review what works and which recognition should be retained before replacing elements people already identify.

That change also reaches Google, whose Business Profile guidelines, current in 2026, ask businesses to be represented as they are recognised in the real world across signage, stationery and other branding.

Does everything the brand already has need to change?

Not always. The review should distinguish what retains value from what prevents the business being explained clearly. Organising applications or evolving some elements may be enough.

From brand direction to applications

The work can include brand direction, the visual system, typography and colour principles and the agreed applications. The number of pieces and the extent of development need to be defined at the outset.

If the brand will be used online, test its colours against WCAG 2.2, updated in 2024, which asks for a contrast of at least 4.5 to 1 for normal text and 3 to 1 for large text, with logos exempt.

  • The message and principles shared across materials.
  • A logo or an evolution of the identity, depending on the project.
  • A visual system and examples using real content.
  • Applications and files needed for everyday work.

Identity in a real project

For Can Junqué, identity was developed alongside photography, the digital experience and a direct-booking website. The project shows how a brand takes shape across several applications and how they need to communicate consistently.

It is a reference for the work carried out. It does not imply that every business needs the same set of materials or a complete change of identity.

Can Junqué

Identity, photography, UX/UI, web development and integrations to build an independent booking channel.

What to agree before starting

Agree which decisions will be reviewed, which applications need preparing and who will approve proposals. Photography, names, text and other material can affect the process.

The proposal should also explain the deliverables, included applications and any planned support. The brand needs to remain usable once the presentation is over.

If the project includes a new name, check first that it is available, and note that in Spain a trade mark registration lasts ten years from the application date and can be renewed for further ten-year periods under Law 17/2001.

Does a new identity include the website?

Identity and a website can be part of the same project, but the scope needs defining. It should identify the applications, pages and functions to be prepared.

Working with businesses throughout Spain

We work from Girona and coordinate projects with businesses throughout Spain. We agree the starting point, materials and approvers for each phase so the work follows a shared direction.