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A question I frequently get asked is how to make sure a brand identity stands the test of time. It’s so hard to work on your own brand identity; you’re really close to it and you see it so often that your own perception of it is skewed from what other people see. People need repetition!

The main thing to note about your brand identity is that people need to be able to identify you again once they’ve seen your branding the once. So there is a little wiggle room for variety, but things always need to be identifiable as being yours. This is where trends can harm you rather than make you necessarily look more up-to-date.

And so here are my thoughts on making sure your brand identity stands the test of time.

Firstly, you’ll need to think about what your brand stands for on a wider level. If you had to pivot and change your product or service, what values or elements of your story and brand would stay the same?

An example is if you’re a jeweller, your work and style might evolve over time, but what inspires you at it’s core probably won’t. What is it that’s at the very core of your brand – the why or how you got here?

It could be a set of values, it could be your story, it could be a number of things. I don’t mean all the rest isn’t important, it totally is…but you want to get right to the heart and work out what’s unwavering.

And so how do you translate that into design?

The fun bit! You’ll want to build these foundational things into your main brand identity – so into your logo and branding elements, your colours, the mix of fonts you use. It’s about finding the balance.

It’s not an easy process, but what I mean is that different parts of your brand foundation can come through in different areas. Always try to see the bigger picture of how things work together.

Not every part of your brand identity needs to convey EVERYTHING. That’s why you have different ‘moving parts’ (logo, palette, font system)

Colour is great for quickly conveying FEELINGS, EMOTIONS, and VALUES. Typography can show if your brand is MODERN, CLASSIC, or RUSTIC.

And logo icons, graphics, and illustrations can actually tell stories, or convey ideas and meaning in visual form. Everything works together to build a picture for your audience.

You’ll want to make sure it’s clear and that the things you’re showing are going to resonate with your audience. BUT at the very beginning you might not know your audience well, so don’t let that bit hold you back.

Focus on conveying the true essence of your brand so that people can quickly self-select. “That’s for me”, or “That’s not for me”.

The WORDS you use need to be much more rooted in the knowledge of who your client or customer is, and your WORDS are something you can easily tweak as you get more clear on that. Your brand identity is there to show the core of who you are (as a business), what you value and why, so that you attract like-minded people. Then you can have fun with trending things like gradients – as long as not every part of your brand identity is changing with trends, you’re allowed to have fun!


If you need more help with this don’t hesitate to email me at meg@lemonandbirch.com with your questions, I’d love to help. You can see the branding packages and other services I offer here.

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Jess from Rosy Revolver contacted me via my website after finding me on Pinterest and we immediately knew we were a great fit for working together!

Jess is a Silversmith and a Jewelry Instructor with online courses – I studied some Silversmithing back during my college degree and so having some working knowledge of her industry meant I understood her business easily and intuitively.

At the beginning Jess said:

I’m struggling to bring all the aspects of my business into one brand image – partly because I sell to jewelry consumers but also to other silversmiths. The one thing I know for sure about my client is that she’s highly create and individual… beyond that, I struggle with how to get started, finding the time to create the brand I know in my heart that RosyRevolver could be, and creating beautiful visuals that translate into the story that my jewelry and company try to tell…

To unite all the parts of Jess’s business I created circular design that feeds into each of the logo varieties. It was so much fun to design with the wild rose theme and to make each design feel like a collection of trinkets – gathered, treasured, arranged.

Jess’s jewelry work is just like that – collections of repeating elements, sometimes including precious stones, vintage glass, African clay, and always with fine and sterling silvers.

She builds these materials into beautiful, wearable pieces that are bursting with stories to tell. It’s jewelry with heart and soul and history, ready for you to wear and layer with your own story and meaning after the many years you’ll treasure it.

Of course there was custom typography in this branding too – the little spiky thorns on the letters feed into our wild rose imagery. Jess has always had a rose motif within the branding for Rosy Revolver, we just shifted it to a Dog Rose – these wild plants grow by climbing up other plants and shrubs for support. This represents Jess’s online courses and resources and in person workshops where she helps others who have no formal silversmith training to create work they can feel proud of, supporting them through the process.

At the end of the process Jess said:

“I’m thrilled with the care and thoughtfulness Meg put into my brand design. Absolutely cannot recommend her enough – if you want something custom, curated, meaningful, and of the highest quality – Lemon & Birch is your best bet.


If you are interested in working with me on new branding for your business please have a look at my services page and get in touch. I can’t wait to hear from you!

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