Branding Services – Toop Studio

I have over 17 years’ experience in brand identity design. I have worked on identities and brand guidelines for global clients as well as for startups and SMEs. I have worked on internal and external brands, and identities for products, events and organisations.

My service covers everything from naming and logo design to the development of detailed brand guidelines documents that cover the use of colour, typography, imagery and design templates.

I also work on branding projects for larger design and brand agencies.

Brand Naming

From business startups to new products, I can help come up with the perfect brand name.

Working with my marketing and SEO colleagues, I combine verbal and written aesthetics with practical marketing considerations for the best naming solution.

Smokeys is an American Brunch & BBQ restaurant in Brighton, UK, which was named and branded by Toop Studio.

See the full project here.

Restaurant Identity - Smokeys barbecue restaurant branding showing logo and chicken with a mexican hat laying an egg

Logo design

I design logos and trademarks for new and existing businesses, schools, products and events.

When I design a logo, I aim for the sweet-spot between form and function. I want it to be legible, memorable, appropriate for the market yet distinguished from its competitors, relatively timeless and of course beautifully formed.

The example shows our logo for Neon Rocks PR.

See the project here.

logo for Neon Rocks Brighton by Toop Studio Brighton


Distinctive typography is one of the key ingredients to a recognisable brand.

I will go to great lengths to select and customise the right typeface for each project.

I understand the different functional requirements of a logotype, straplines, titles and body copy for print and screen.

The logotype shown is part of our rebrand for Gorgeous PR.

See more of the project here.

Gorgeous PR white logo with 'it's got to be' strapline

Colour palette design

Another main component of a brand identity is its colour palette.

I am meticulous about selecting and testing colours, so that a brand identity is distinctive when it comes to colour combinations, yet has enough capacity for versatility and variation.

The colour palette shown was designed as part of an identity for a dance-related performance art event called Audition Project.

See more of the project here.

colour palette for a performing arts project called Audition Project - shown in a grid of branded stars - designed by Toop Studio

Branded imagery

The use of branded Imagery is an important opportunity to get across the tone and values of a company or product.

I try to be both artistic and business-savvy in equal measure when it comes to designing imagery, so that the brands I work on are as visually fresh, engaging and memorable as possible for any given budget.

Find out more about my illustration service.

Postcard designs - The Story of Brunch & BBQ - Smokeys Brighton

Brand guidelines

Once all the elements of a new or refreshed brand identity have been established, they need to be documented clearly. This will ensure all applications, either produced in-house or commissioned in the future, use the identity correctly.

I have worked on guidelines documents for global brands (such as Arup, Boots and Unilever) as well as for small businesses and schools.

The example shown is a page from our guidelines for Springfield School. View the full project here.

Brand Guidelines page for Springfield School

Branding for schools

I have many years’ experience in branding and design for schools, academies, colleges and universities. My work for schools includes:

• Brand strategy
• School logo design
• Prospectus design
• Stationery design
• Website design
• Signage design
• Uniform design
• Photography art direction
• Video production (visit my video page)
• Wall graphics (visit my wall design page)

I have both teaching and school governing experience.

This video documents my rebrand of Varndean School(see the full project here).

Brand Identity Posts

Case Study: Brand refresh for Bert’s Homestore

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The A to Z of Design for Schools

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From PVA to Paris – The Story of Seawhite Sketchbooks

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