A good brand identity needs to be consistent – meaning that the visual style of the company should be the same everywhere a customer (or potential customer) may see it. That means the visual tone and appearance of the website should fit nicely with the marketing materials, the packaging of a product and even the gift cards that a company produces

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Of all of the design work that you may ever have to do, logos can be some of the most challenging to get right. It’s fairly easy to create a standard, regular, ordinary logo – but it’s significantly harder to design something that size that’s immediately recognisable, and also captures the essence, personality and style of the brand

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iPhones & iPads are both famously beautifully designed devices – and if you’re building an app, you ideally want your icon to fit into that aesthetic. A poorly designed app icon can make or break an app – a great looking app icon might be more likely to find it’s way into the pride of place on the first home screen, and can stand out amongst the icons surrounding it

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