Identity is a system, not a surface

A logo is an introduction. An identity system is what lets a brand remain itself across all the places it needs to work.

The strongest identities are built for repetition and change at once. They have enough order to hold together in an interface, a campaign and a conversation, but enough flexibility to feel alive as the business moves. The work is in defining the relationships between the parts: type, image, pace, colour and the rules that make each one useful.