Game · Branding
How much do you
know about your brand?
10 questions, against the clock. Ready?
Frequently asked
What is a brand? (no, it's not the logo)
Your brand is the impression you leave when you're not in the room. The logo is just the tip: it's also your colors, the tone you speak in, how your website feels, what your product promises, and whether you deliver. It's everything that makes someone recognize and choose you — or not.
How do I know I need a brand (or a rebrand)?
When what you show no longer represents who you are. If you hesitate before sharing your website or Instagram, if you're attracting the wrong customer, or if your business grew and your identity didn't — it's time. A brand isn't a final luxury: it's what makes everything else make sense.
Are brand, identity and logo the same thing?
No — and mixing them up gets expensive. The logo is a symbol. The visual identity is the whole system: logo, colors, type and how it's all applied. The brand is the biggest of the three: the strategy, personality and promise behind it. The logo is the signature; the brand is the reputation.
How long does it take to build an identity?
An identity built with care takes weeks, not days. At Studio17, branding plus a landing page runs around 20 business days, with stages and room to think. Rushed work looks rushed: we'd rather move deliberately than build a brand you'll have to redo in six months.
What's a brandbook and why do I need one?
It's your brand's manual: how to use the logo, the exact colors, the typefaces, the tone. It keeps your brand looking just as good no matter who uses it — you, your designer, whoever runs your social. Without it, every piece pulls in a different direction and the brand dilutes.
How do you choose colors and typography?
By strategy, not personal taste. Colors stir emotion and type has a voice: the same sentence feels different in an elegant serif than in a friendly round face. They're chosen from what you want to convey and to whom — not from what's trendy.
How do I find my brand's name?
A good name is short, easy to say, easy to search, and has the domain free. It can describe what you do, evoke a feeling, or coin a word of its own. The common mistake is falling for the first one: make a long list, let it rest a few days, and only then choose.
What makes a brand feel trustworthy?
Coherence. A brand feels premium when everything lines up: the site loads fast, the photos are good, the tone is consistent, and nothing is broken or improvised. It's not about spending more — it's about caring for the details and not contradicting yourself.
Can I change my brand without losing my customers?
Yes — if you evolve instead of erase. A good rebrand keeps what people already recognize about you and updates the rest, with a clear reason you can tell. Customers don't leave because you changed: they leave when the change makes no sense or takes them by surprise.
What comes first, the brand or the website?
The brand. The website is where your brand lives, so it needs to know what to say before it exists. Without identity, a site is pretty but mute. With identity, every design decision already has an answer. First you define who you are; then you show it.