From Logo To Full Identity
A logo is the part people remember, but it’s just one part of an entire system: colour, typography, tone of voice, photography, iconography, and the guidelines that keep everything consistent. We work closely with our clients from first ideas to final rollout, so every asset we create, wherever it lands, still looks unmistakably you.
Core identity – logo and brand marks, lockups and variations, colour palettes, typography and hierarchy.
Brand language – tone of voice, messaging, photography and art direction, illustration and iconography style.
Application and rollout – full brand guidelines, presentation and document templates, social media asset templates, print and signage, digital and web.
Ongoing support – guidance for in-house teams applying the brand, additional assets as new needs emerge, brand extension for sub-brands and campaigns.
Brand Strategy
Before any design work starts, strategy defines what a brand needs to say, who it’s talking to and how it sits in its market. We work with clients to establish the positioning and direction that gives all the creative work that follows a solid foundation to build on.
New Brand
For start-ups, new ventures and spin-outs that need a brand built from nothing. We develop the full identity – name, logo, guidelines, the lot – giving a new business something solid to launch with and grow into.
Full Rebrand
A full rebrand is for businesses that have fundamentally changed – grown into something bigger, shifted direction, or inherited an identity that no longer fits. We start from scratch, rebuilding the whole system from the ground up so the brand properly reflects where the business is now and where it’s going.
Sub-Brand
When a product, service or division needs its own identity without losing its connection to the parent brand. We design sub-brands that stand on their own while still sitting clearly within the wider brand family.
Brand Refresh
For brands where the foundations are sound but time and inconsistency have taken their toll. A refresh updates and tightens what’s already there rather than replacing it – keeping the equity that’s been built while making everything feel current and consistent again.
Brand Guidelines
For brands with an identity but no rules governing how it gets used. Without clear guidelines, consistency drifts fast. We build the framework that keeps a brand looking right whoever is applying it and wherever it shows up.
“There are design teams and then there is the Umpf design team. Always responsive to our needs and with little direction they deliver innovative and engaging design solutions. I wouldn’t hesitate to recommend them.”
Kirsten Wilson | Leeds Health & Care Partnership
Case Study: Branding Leeds Health & Care Partnership
Leeds Health & Care Partnership came to us needing a brand identity that could work across a partnership spanning multiple communities, trusts and healthcare settings. It had to be clear, accessible, and flexible enough for staff to use themselves. We built the whole thing, from initial logo concepts through to guidelines, an illustration library and a toolkit of editable templates.
Read the case study
Branding FAQs
What is a brand identity?
Brand identity is the complete visual and verbal system that represents a business – logo, colour, typography, tone of voice, photography and the guidelines that keep it all consistent. It’s not just how a brand looks, it’s how it communicates across every touchpoint.
How long does a rebrand take?
A full identity system typically takes several weeks from initial discovery through to final guidelines. A straightforward logo refresh moves faster; larger projects with extensive rollout or multiple sub-brands take longer. We’ll give you a realistic timeline up front.
What’s the difference between a rebrand and a brand refresh?
A rebrand starts from scratch – new strategy, new identity, new direction. A refresh updates and modernises what already exists without replacing it. Which one you need depends on how much has changed in the business, not just how old the logo looks.
What should a brand identity include?
At minimum: a logo, colour palette, typography and usage guidelines. A more complete identity also covers tone of voice, photography direction, iconography, templates and rollout assets across every channel the brand appears on.
When does a business need a rebrand?
Usually when the business has outgrown its current identity, changed direction, merged with another organisation, or when the brand no longer accurately reflects what the business does or who it’s for.
What’s the difference between branding and marketing?
Branding defines who you are – your identity, personality and positioning. Marketing communicates that identity to an audience. Strong marketing built on a weak brand rarely works as well as it should.
We also do…
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Campaign Design & Event Promotion
If you need creative support for a campaign, we’ve got it covered. From initial concept through to artwork and multi-channel rollout, our team handles the whole process.
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Animation & Motion
We’ve got experience in motion design, delivering animated elements across social media, web, internal comms and explainer videos.
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Illustration
Illustration is one of the most flexible things we do – bespoke iconography, hand-drawn work, infographics, diagrams and illustrated elements for animation.
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Social Media Creative
Social content is something we produce a lot of, across organic posts, carousels and animated assets, for channels including Instagram, LinkedIn, Facebook and TikTok.
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Website Design & Build
We design and build custom WordPress websites from scratch – marketing sites, campaign landing pages, sub-brand sites and microsites.
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