Corporate Identity
We build solid, recognizable visual identities ready to work in any context. We define the elements and criteria that give a brand its personality and allow it to be applied consistently over time.
Our Methodology
We design ideas
with you in mind
What do we work on?
Logo and brand system
We design logos and their variants so the identity works correctly across different formats, sizes and contexts.
Color palette
We define a primary and complementary color range that reinforces the brand's personality and makes for consistent application.
Typographic system
We select and structure typefaces with identity, readability and each channel's needs in mind.
Graphic language
We build shapes, compositions, textures and other resources that extend the identity beyond the logo and make the brand recognizable.
Iconography and visual resources
We develop icon systems, illustrations or other graphic elements when the brand needs its own visual vocabulary.
Art direction and image style
We define criteria for photography, illustration, composition and visual treatment so that images are also part of the brand's language.
Visual identity guidelines
We document the brand's usage criteria so that any person or team can apply it correctly and keep it consistent.
Corporate applications
We carry the identity over to the first pieces needed to check that the system works in real situations and to set its application criteria.
An identity is much more than a logo
Corporate image is how a brand presents itself visually and manages to be recognized regardless of channel or medium. The logo is an important part of it, but it needs to coexist with typefaces, colors, compositions, images and other resources that share the same criteria.
At Cactus we build identities designed as a system. We analyze what the brand needs to convey and define a visual language able to adapt to its real needs, from a presentation or a catalog to a website, a campaign or a physical space.
The identity isn't one piece. It's the system that makes all of them fit together.
Brands designed to work, not just to look good
An identity has to be attractive, but above all it has to be useful. It needs to work on a small screen and in a large format, allow different materials to be created without losing personality, and give the teams that will work with it enough resources.
That's why we don't design identities thinking only about the initial presentation. We test them in real contexts and build flexible systems that keep things consistent without turning the brand into a rigid structure.
When we work on a brand that already exists, we analyze what needs to be kept, what has stopped working and what needs to evolve. It isn't always necessary to start from scratch: in many cases, organizing and expanding the existing system is the best way forward.
COMMON-SENSE PROJECTS
FREQUENTLY
asked questions
If you have any questions we haven't answered or need to evaluate a specific case, we'll be happy to help. Tell us about your project and we'll offer the best solution for your business.
What's the difference between branding and corporate image?
Branding covers the overall construction of the brand: positioning, personality, message and way of communicating. Corporate image focuses specifically on how that brand translates visually through the logo, colors, typefaces and the rest of the graphic system.
Is corporate image just a logo?
No. The logo is one part of the visual identity. For a brand to communicate consistently, it needs a complete system of colors, typefaces, graphic resources, images and application criteria.
Can you redesign an existing brand?
Yes. We can evolve an existing identity, keeping the elements that still work and revisiting those that no longer meet current needs.
Do you always need a full rebrand?
No. Before proposing a global change we analyze what the brand actually needs. Sometimes it’s enough to update the visual system, expand resources or organize criteria that had been defined piecemeal.
Do you include a brand guidelines manual?
Yes. We document the main application criteria so the brand can be used consistently by internal teams and other suppliers.
Can you create the graphic applications after the identity is defined?
Yes. We can continue developing corporate, sales, editorial, digital or advertising materials while keeping the criteria defined during the project.
Can you work with a brand strategy defined by another team?
Yes. We can start from a positioning or strategy already defined and turn it into a consistent visual system, coordinating with the professionals involved in the project.
Will the identity be ready for digital environments?
Yes. We design identities with both physical and digital applications in mind from the start, including web, social media, interfaces and different screen formats.