A – Brand name

At MOJO Agency, we see the brand as a whole, made up of a submerged part: its raison d’être, its promise, its value system, and an emerged part: the tangible attributes that make it visible and audible, its name, logo, colours, graphic elements and typography. 

We can help you create a name for your brand, service or product that reflects your identity, your values and your DNA. As the first point of contact with your audience, your name needs to be understandable and memorable. It must also stand out from the competition, be easy to pronounce and recognise, and reflect your entire identity.

B – The logo, the heart of your visual identity

The centrepiece of your brand, the logotype is generally the first point of contact between your organisation and its audience. It is the distinctive sign that differentiates your brand from others and makes it unique. The more it embodies the brand, its values and its DNA, the more relevant and memorable it will be in the collective unconscious, generating loyalty and commitment. It is the symbol of your organisation that embodies its identity, values and history. 

It all starts with an in-depth research phase. Our branding experts immerse themselves in your world, analysing your ecosystem, your competitors, your promise, your history, your vision, your mission and your values. 

Based on the information gathered, our designers begin to explore different ideas and concepts. This may involve quick sketches, moodboards or brainstorming sessions to generate creative options. The aim is to find concepts that embody the essence of the brand and are distinctive and memorable.

Once the main ideas have been defined, our designers move on to the sketching and design stage. Different versions of the logo are created, taking into account typography, colours, shapes and symbols. Graphic design software such as Adobe Illustrator is often used to create digital versions of the sketches.

The first versions of the logo are presented to the client to ensure that we are properly aligned. The client provides comments and suggestions, and our design team makes the necessary changes based on the feedback. This stage may involve several rounds of revisions until the client is fully satisfied with the result.

Once the final logo is approved, the designer proceeds to finalise it. This may include adjustments to colour and size, as well as the creation of different versions of the logo for different uses (colour version, black and white version, social media version, etc.). The logo is then delivered to the client in the appropriate file formats for future use.

Finally, we detail all the components of the logo in a graphic charter, a comprehensive document that explains the guidelines for using the logo, including minimum sizes, colours, fonts and usage rules to ensure that the logo is used consistently and effectively across all your communication media.

C – The graphic charter

The result of strategic thinking, the graphic charter guarantees the consistency of your brand image, whatever the medium used – print or digital. An essential element, it includes all the graphic elements that make your identity unique, memorable and distinctive, with the aim of guaranteeing the stability of your brand identity over time. 

Although primarily dedicated to your organisation and its communications and marketing departments, it is also an essential tool for your partners, suppliers and customers who may wish to use graphic elements of your brand. 

It is usually made up of the following elements:

– The logo: much more than a visual symbol, your logo is the reflection of your brand. It embodies your values, your business and your personality. In the charter, we explain in detail the symbolism of your logo, its shape, construction, colours, typography (font, size, style), different versions (positive, negative, black and white, etc.), proportions and exclusion zones.

– Fonts (or typography): the charter defines the rules for the layout and use of typography. The character and personality of one or more typefaces convey a meaning and can change the vision and scope of a text by allowing different levels of text to be created while ensuring reading comfort.

– Colours: colours have symbolism. They reflect the personality and DNA of your organisation. The graphic charter sets out detailed rules such as the choice of colours to be used, the combinations of background colours with the different variants of the logo, and their use for printing on digital, printed and physical media.

– Iconography/ pictograms: icons and illustrations are distinctive elements that help to create a complete and unique visual universe. 

– Images, illustrations, photos: the graphic charter defines codes for illustrations, images and photographs, including rules for style, framing and lighting.

– Visual applications: finally, the graphic charter presents examples of how your identity can be applied to various communication media: business cards, envelopes, letterheads, email signatures, brochures and other products.

The editorial charter is a document that sets out the rules for a brand’s editorial strategy. It defines its tone, personality and intention.

Depending on your needs, we can develop a complete brand book that brings together all the rules relating to your brand identity, both graphic and editorial.