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Brand Expression

The Basis Group
Your logo, color palette and fonts are not your brand. They are expressions of it. The physical look and emotional tone of who you are should communicate the intangible aspects of your company in the tangible elements. When you do this your brand has depth, meaning and integrity.

A compelling brand expression utilizes, applies and establishes.

Utilize fonts and colors that reflect the values, temperament and voice of a brand.
Apply image, icon and illustration styles that equip the brand to evoke the desired emotional response and project a memorable presence.
Establish a content tone and written style that reflects the personality and authority of the brand.

Brand Expression | Allume Case Study

Illuminating the Brand

Brand Definition Drives Visualization


How would our customers and employees describe our company

  • Informed
  • Inquisitive
  • Friendly
  • Method-driven
  • Objective
  • Helpful
  • Values-based


How would we describe an ideal customer

  • Tech-savvy
  • Strategic
  • Collaborative
  • Trusting
  • Objective
  • Informed
  • Communicative


How we sound to others

  • Authentic
  • Applicable
  • Knowledgeable
  • Wise
  • Accessible
  • Trustworthy


How a customer feels about our brand when interacting with it

  • Understood
  • Prioritized
  • Educated
  • Secure


What benefits we deliver

  • Clarity
  • Unity
  • Purpose
  • Vision
  • Structure
  • Voice


What makes us special and different

  • Process
  • Experience
  • Perspective
The Basis Group filters every brand expression concept through the brand definition to make sure every creative decision dynamically reflects the soul of your company and can be objectively defended.

We create a visual look and feel that include fonts, color palettes, and image, illustration and icon styles designed to reflect the brand definition and mirror the brand’s personality.

We define comprehensive brand guidelines related to the visual elements of the brand to ensure consistency across all communication mediums.

We define style standards for grammar, voice, tone and formatting so all written content and communications reinforce the brand’s character.