Branding is a feature that identifies one product from another. It is the single most importing starting point for any company. Throughout the years it is important to evolve and maintain your brand.  Without a current brand your company will not be able to portray how you want your clients to interpret your company and what you do.

A brand is the first thing your client or target audience will see. It will evoke an emotional response through the the visual language and content used. With good branding an immediate response is made on both the level of conscious and subconscious and factors into whether you identify with the brand that this is something you trust, identify and want. At Ian McFadyen Design we understand the importance of a strong brand. How to deliver this in all the elements or vehicles of communication whether it be written or visual.

A brand is something that grows with your business.  And over time this is something that will stay with your business for approximately 5-10 years to create a lasting impression. Many of the strongest brand today still have details that originated from their earlier years of being founded–with some going back to over 100 years!  The slight modifications to their brand were added over the years to retain it’s current feel and retain its competitive edge and though are slight are necessary.

Branding does not just apply to a specific product, service, or business,  it can also apply to a concept. A concept brand is one that is associated with an abstract concept, like environmentalism or prostate cancer “Movember”. More often than not these are promotional type brands that often circulate around events and do require many supplementary elements to garner attention and retain its current relevancy.



The most important step which is too often over looked is the research phase. Gathering competitors in the same field understanding their brand. What elements help identify them in that field and how we can make you stand apart. It is a very academic approach which is documented both written and visually. And thus, sets the tone for the entire brand and brings all teams together working towards the same goal.

Brand Elements

Brands typically are made up of various elements, let us help define your brand;

  • Name
  • Logo
  • Tagline
  • Graphics or Visual Element
  • Colors
  • A distinctive shape– bottle or packaging
  • Sounds or Jingle


Brand Guidelines

The brand guidelines manual identifies logotype, icon, alphabet, color palette,  station, email, postcards, language, and any other elements or standards that have been set forth. These can often be 20-100 page documents. Created as single manual or broken out into each specific section depending on length.

The brand guidelines is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. Colour is a particularly important element of visual brand identity and color mapping provides an effective way of ensuring color contributes to differentiation in a visually cluttered marketplace.

Do note that branding is a living “thing” and should be updated and reviewed yearly.



How We Create Brand Awareness

Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. Brand awareness refers to customers’ ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. We do our best to make our brand memorable. Often this is accomplished through simplicity in the design–that is keeping the elements clean and bold making an immediate impact. We achieve this through strong visuals, readability and appropriate context.

We use many of the traditional media’s to communicate our brand. Advertising (Video, Print, Newsprint, Magazine, Billboards), Online Marketing (email, banner ads) and Social Networking.

We Understand Brands Let Us Work With You To Create/Maintain Your Brand.

Contact Ian Mcfadyen Design today at for a consultation.


See some of our branding in action:


Royal Bank of Canada

The Royal Bank of Canada (RBC) is a Canadian chartered bank that began in 1869, [view]



Gilmore Partners

Gilmore Partners since 1985 is one of Toronto’s premier human capital management firms, helping to [ view ]



Pea Sprout

Pea Sprout POS is a restaurant point of sale system that was completely created from [ view ]