Founder-led. In practice since 1997. You work directly with Tony Paris, the founder of AppWT — same person from quote to launch. No sales reps. No account managers.

How Our Brand Identity Development Works

A step-by-step look at the setup, the moving parts, and what you receive when we build your brand identity development.

The Technical Details

Brand identity development encompasses systematic visual language creation extending beyond logo design to comprehensive typographic hierarchies (primary/secondary/tertiary font selections with detailed OpenType feature usage), expanded color systems with primary/secondary/tertiary palettes including tints/shades/gradients and application specifications, pattern/texture libraries for environmental applications, custom icon suites (20-50 icons minimum in outlined/filled variations), photographic art direction establishing composition rules and post-processing LUTs, and supporting graphic elements including frames, badges, and textural overlays. Technical execution utilizes modular grid systems (often golden ratio or 8pt-based), mathematical spacing units, corner radius standards, and systematic application guidelines across digital/print/environmental touchpoints. Deliverables include comprehensive design systems documented in Figma/Sketch with component libraries, design tokens for cross-platform consistency, responsive scaling formulas, and co-branding lockup specifications. Color specifications encompass Pantone PMS, CMYK (Fogra39/GRACoL), RGB (sRGB/Display P3), and HEX values with WCAG 2.1 AAA accessibility compliance ensuring 7:1+ contrast ratios. Typography selections require commercial licensing negotiations, web font optimization with FOUT/FOIT mitigation strategies, and variable font implementation for responsive applications.

Ready to Start?

Schedule a free consultation about your brand identity development project.

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Michigan Is Our Home Base, Not Our Limit

In practice since 1997 from its Livonia, Michigan headquarters, AppWT serves businesses across the entire United States and travels to clients on request. AppWT also works with clients in Canada, the United Kingdom, Australia, the Netherlands and South Korea. Browse our United States service areas, including Kentucky and Michigan.