Branding

What is included in a brand identity?

Everything your product needs to look and feel like itself everywhere it appears:

• A wordmark and logo, designed to work from an app icon to a billboard
• An app icon and favicon that read clearly at small sizes
• Type and colour systems chosen for screens first
• Motion principles, so the brand moves the same way everywhere
• Guidelines that live as tokens and components, not only as a PDF

What does that look like in practice?

For Final Table we designed the wordmark, the app icon, the logo animation and the website, and carried the same colour and type tokens into the app itself. The brand and the product are one system, so a change to one reaches the other.

A brand for a digital product is something people use, not just something they look at.

What does the process look like?

1. Position. Who it is for, what makes it different, and how it should feel, agreed in plain words before any visuals.
2. Explore. A small number of distinct directions, shown in real contexts: the app, the website, a social post.
3. Refine. One direction developed into a full system: mark, icon, type, colour and motion.
4. Deliver as a system. Figma libraries and design tokens your team and your developers can use straight away.

Why deliver a brand as tokens?

Because guidelines in a PDF drift the moment someone builds a new screen. Tokens and components keep the brand consistent:

• Colours, type and spacing have names, so nobody picks a hex value by eye
• A brand update changes one source and reaches everything built on it
• New pages and features start on-brand without a review cycle