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Marcelo Daniel - Personal Lifestyle



In the case I present here, the client would like, in addition to keeping his name, to create a nomenclature that covers as much as possible the series of specializations he has.

A vital part of the process of building a brand that is often overlooked by most microentrepreneurs is theprocess de naming.

Naming  is an English verb meaning, in the field of design, “name a company.


Can you think of anything more important than your company name?

This is why the process leading to its creation needs a lot of research e brainstorm. If you are not familiar with the term,_cc781905-5cde-3194-bb3b- 136bad5cf58d_brainstorm is an abstraction method that aims to generate several name alternatives, without prior judgment, with the intention that even completely unfeasible alternatives can create lines of reasoning that guide the designer to thefinal name idea.

Several creativity techniques can be applied in this process, but it always starts and ends the same way:

  1. Search for similar – prevents the creation of names that already exist or that refer to existing companies.

  2. Search on the INPI website – even if a company does not exist online, the chosen name may already have been registered with the responsible agency, so it is always better to check.

  3. Internet domain research – ideally, your email address should always be as it repeats a logical pattern, easy to memorize.

  4. Availability of name on social networks – in the same way as the domain, on social networks, the closer your brand name is to the user name, the more unity and ease of contact by your customers.

We offer at least 3 options for names free of registration at the INPI, working with professionals specialized in the subject.

Brand | Logo | Soon

It's the first thing a business needs to introduce to its potential customers. Each graphic designer has his own method for developing brands, as the line of reasoning to develop it must be reproduced in the unconscious of those who see the final product. Audacious no?! But this is precisely the point that makes a brand something that adds so much value to a company or a professional. Below I show my process and during the explanation I present some images of the creation of the brand “Marcelo Daniel – Personal Lifestyle”.


brand creation

1. Analysis of similar

A search is made for brands that already exist online inside and outside the field of activity of the professional or business. Particularly, I always include national and international references in my research, always focusing on examples that can aesthetically contribute to the creation of the brand.


I collected visual references that had the “look and feel” I imagined for the brand.


2. Semantic panel

Just as in the study of the Portuguese language there is the syntactic and semantic analysis of sentences, in Graphic Design it is possible, from a more subjective visual sense, to collect images that have the necessary tone for the new brand. All as a way to inspire a creation of solid foundations in which the public identifies.


3. Audience panel

It's important to define your audience details and make it easy to personify. Collecting images of people who seem to be a part of the world your audience belongs in will help to right the tone of the brand project. It is in accordance with the public's lifestyle that an estimate of how extensive its repertoire of meanings can be.


4. Possible applications

When creating a brand, it is necessary to know what the limitations of its application are. In the case of an aviation company, for example, one must take into account the complexity of applying the logo on aircraft, estimating the impact of small details when repeated on a large scale. In small companies this can occur when the brand must be reproduced in a pen, for example. It is necessary for the brand to remain visible even on its smallest scale, and for that it is necessary to think about its aspects in advance.



The concept is the central pillar of any graphic piece. It involves choosing colors, formats and alignments that will express what was defined in the semantic panel.

In a brand there is usually a central concept and others that visually guide the company's visual identity. The duality between feminine and masculine is part of the concept; old and young; refined and crude; light and heavy; colored and unicolored; dynamic and passive; geometric and sinuous and traditional and Modern.


hand time
in the dough

Only after this whole process of collecting references and forming the concept are alternatives generated. There are numerous methods that can be used to obtain different brand options. Switching between papers, types of pencils, pens and markers can bring new ideas of style and refinement.

Handmade sketches for generating brand alternatives


Visual identity

From the moment it is possible to visualize the finished brand, then it is necessary to unfold its entire concept for the company's stationery, advertisements, website and other digital elements. It is the visual unity between the materials that will solidify the company's name and brand, targeting the moment when even the brand needs to be present.

It is important to emphasize that no Design job will solve all of a company's marketing problems. There are many other points that influence people's buying decision. But Design must be the starting point for a solution plan.



The Brand Usage Guide is intended to provide instructions regarding brand usage and material creation. Includes: 

  • Concept explanation 

  • Building Grid 

  • Branded Versions 

  • Graphics and textures 

  • Brand integrity reserve 

  • Maximum reduction 

  • Positive and negative 

  • Institutional Colors 

This material "shields" the entrepreneur against the misuse of the investment he made in creating the new brand.

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