Associated Services:

Brand Identity

What is Brand Identity?

Brand identity is the visual and structural system that gives an organisation coherence, recognition, and authority. It translates strategic intent into design elements that communicate meaning consistently across every touchpoint.

At Fable&Co., we design brand identities that unite intelligence and artistry. Every element. from marque and typography to colour, motion and imagery, is crafted to express meaning and coherence. The result is not simply a logo, but an ecosystem of design that conveys confidence and credibility across every experience.

Team image of Law firm employees in modern office.

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We have created and evolved identities for organisations such as Zodia Custody, Setia Law, Tion Renewables and Pallas Partners, spanning financial innovation, legal services, clean energy and professional consultancy. For Zodia, we balanced institutional strength with digital agility, helping a fintech leader build trust in a complex category. Setia’s identity conveyed truth and refinement for a new kind of law firm. Tion Renewables required a visual system that captured optimism and progress in the energy transition. For Pallas, we defined a bold, independent aesthetic for a firm reshaping the modern legal market.

Our approach is rooted in clarity. We immerse ourselves in your organisation’s culture, audience and competitive landscape before translating strategy into visual form. The outcome is always distinct, flexible and enduring. An identity that grows with you.

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Strong brand identities do more than stand out. They make sense. They build trust, align teams and turn strategic positioning into something people can instantly recognise and believe in.

At Fable&Co., we design brands for ambitious organisations across sectors that demand precision, creativity and credibility. Whether redefining a legacy business or launching something entirely new, we help you create identity systems that express purpose with elegance and confidence.

Who This Service is For

This service is for organisations that need their brand to operate with clarity and credibility in complex or high-stakes environments. It is suited to institutions, professional firms, and ambitious challengers whose identity must support trust, growth, and long-term relevance.

Frequently Asked Questions

What is a Brand Identity?

Brand identity is the visual system that expresses who you are and what you stand for. It’s the combination of logo, colour, typography, imagery, and design language that creates recognition and builds trust. More than appearance, it’s the tangible expression of your brand’s strategy and personality.

How does Fable&Co. approach identity design?

We begin with positioning and purpose and turn this into a distinct visual concept. Through research, creative exploration, and iteration, we develop an identity system that feels both unique and appropriate. Every design decision is rooted in meaning, ensuring that your brand looks the way it should, not just the way it could.

What makes a strong identity system?

A strong identity is simple, flexible, and consistent. It should be recognisable at a glance, adaptable across platforms, and capable of evolving as your organisation grows. When executed well, it becomes an asset that reinforces your brand’s credibility with every interaction.

What is included in a Brand Identity project?

Each project typically includes a visual identity system: a logo and wordmarque, colour palette, typography, image direction, and supporting assets. We also define application examples across print, digital, and environmental contexts to demonstrate how the system works in the real world.

How do you ensure the design reflects our culture and audience?

We immerse ourselves in your business, industry, and audience before design begins. By understanding your values, aspirations, and sector context, we can create an identity that balances authenticity and differentiation. It will be something your team can be proud of and your audience can believe in.

What types of organisations benefit most from a new identity?

We work with both established institutions and ambitious challengers, from financial and legal firms seeking renewal, to sustainability and technology brands defining their visual presence for the first time. For every client, the goal is the same: to create an identity that builds clarity, confidence, and lasting distinction.