Branding

What's in a name? For a brand, a whole lot. So when it comes to choosing a name for your brand, new business unit, product, service, or event, Lemonly is here to help. We'll research your competitors and peers, brainstorm options, vet availability and SEO, and help you understand how your brand architecture fits together. 

Need a tagline to go with it? Sure thing — we can help craft your entire verbal identity for a clear, distinctive brand that fits just right.

A messaging guide helps you talk about your brand. It gives direction for how to apply a brand’s identity, position, voice, and key messages in written communication. Get all your brand’s communicators on the same page and arm them with templated messaging they can use. (They’ll thank you for it — we promise.)

Your messaging guide will include helpful components like:

• Brand foundation: Your established mission, vision, and core values
• Brand position: Positioning statement, brand uniques, features and benefits, and target audiences
• Voice and tone
• Messaging considerations

Read more about how a messaging guide can help solidify your brand's story.

Your visual identity is how your brand appears in design, including your logo, color palette, style, and other visual elements that define your brand's unique look. It also includes the brand standards for how all your visual elements should be used, so you achieve polished, consistent design every time.

Logo

Your logo is your brand’s calling card. Whether you need a new company logo, a refresh to an existing logo, or a service line logo, we’ll help your brand leave a distinctive mark with a full logo suite and a guide for logo usage best practices.

Visual style guide

A visual style guide is your go-to handbook for applying your brand in design. It describes a brand’s visual identity and shows how to design branded content, with guidelines for using logos, color, illustration, iconography, and more.

Your visual style guide includes:

• Logo use
• Colors (including WCAG recommendations for accessibility)
• Typography
• Iconography
• Illustration
• Pattern
• Photography
• Applications

Brand guide

Your brand guide is the central source of truth for understanding and applying your brand, with guidance for both messaging and visual style. We’ll help you define and document your brand so it’s ready to deploy in written and visual communication. 

Think of it this way: brand guide = messaging guide + visual style guide.

A design system is the set of assets and standards you use to create branded content. It includes your logo, colors, icons, illustrations, photography, pattern — all the elements you use to communicate your brand’s unique visual identity.

Your design system only becomes more powerful the more you add to it. With more design tools in your toolbox, you can create beautiful branded content for every part of your business — ads! blog posts! business cards! t-shirts for the company picnic! Scalable assets, clear guidelines, and ready-to-use templates make it easy.

Design toolkit

Creating new visual content doesn’t have to mean starting from scratch. Having a library of your brand’s most-used assets and guidelines for how to use them makes it easier for anyone on your team to quickly create on-brand visuals. Design systems make producing visual content more scalable across your organization with a library of reusable assets and templates, clear visual guidelines for your brand, and core pieces of evergreen content.

A design toolkit is a set of assets and templates that allow you to create polished, on-brand visual content quickly and easily. With ready-to-use visual elements you can repurpose for just about any content need, you’ll be whipping up sweet visuals in no time.

We'll create icons, spot illustrations, a pattern, presentation template, social media templates, and a quick brand guide summarizing your key brand components and usage best practices. You can even add animation with a motion toolkit.

Digital asset management (DAM)

A digital asset management system (DAM) organizes your brand assets for convenient, centralized access for everyone who needs to use your brand. Logos, icon and illustration libraries, characters, reusable elements — all thoughtfully organized and labeled for ease of use.

Read more about design systems:

• Part 1: Intro to Design Systems
• Part 2: Where to Start with a Design System?
• Part 3: Preparing for a Design System Launch
• Case Study: Automated Visual Marketing
• Case Study: Complex Team, Streamlined Design

We sure do! Whether it's for a brand refresh, a new business unit, product, or service, we can craft a pixel-perfect logo to serve as your brand's calling card. The Lemonly team will learn about your brand, goals, and competitors. We'll present concepts and design options as we work through our process, and you'll end up with a fresh logo that's ready to be your brand's calling card.

Reach out for a friendly call to get started.

A design toolkit is a set of reusable visual assets, templates, and guidelines you can use to create polished, consistent visual content at scale. Having repurposable assets in your arsenal means you don’t have to rely on time or resources from your in-house team (if you have one) to create that sales PDF, presentation deck, or social media graphic. You and your entire team have flexible building blocks, templates, and rules you can use to quickly and easily create all sorts of branded visuals.

A typical design toolkit includes these starter ingredients, but the point of a design toolkit is you can scale to fit your needs — building out your asset libraries and templates based on what your team needs most.

• Quick brand guide: 6–8 core brand components summarized for easy access, top-of-mind awareness, and application reference
• Pattern: Scalable and repeatable brand elements that provide volume and interest, pairing well with photography, icons, and illustrations
• Icon library: 80 branded icons, including 20 category icons, 20 functional icons, and light and dark versions of each
• Presentation template: 10 templated slides in a variety of layouts, editable in Google Slides or PowerPoint
• Illustration library: 10 spot illustrations visualizing your brand’s key themes, services, or mission
• Social media templates: 9 templates for social media graphics (3 designs sized 3 different ways), editable in Canva, Adobe Illustrator, or your preferred program

Messaging is all about communicating your brand’s story, and that story can be challenging to talk about if people within the organization aren’t on the same page. That’s where a messaging guide comes in to make things simple.

A messaging guide is a document that provides direction about how to write for a brand. It summarizes a company’s brand foundation, positioning, target audiences, value propositions, voice and tone, key messages, and messaging considerations. A messaging guide helps you communicate your brand consistently and at scale across all your communications.

Read more about how a messaging guide helps solidify your brand's story.