From his Humana Studio in Rotterdam, graphic designer Tiago Narciso defines the logos, fonts, and color palettes for tomorrow's leading brands. This Fiverr Pro seller specializes in clean, crisp, and clear designs that give his clients a unique identity in a crowded global marketplace. He's earned the trust of trailblazers in live/work spaces, tourism, and adventure sport, and even finds time to be a music producer.
I was excited to interview Tiago to get his sharp, powerful insights on the art and science of brand identity.
Nico: First of all, thank you for participating in this interview. For those who don't know you, can you give us a little background about yourself and what you offer on Fiverr?
Tiago: I'm a 24-year-old graphic designer and electronic music producer from Portugal, currently living in The Netherlands. Last year I founded a graphic design studio called Humana. My work is driven by making a strong visual impact by uniting simplicity, form and function. I focus on developing unique brand identities and that's what I mostly offer on Fiverr.
Nico: Speaking of brand identity design, can you tell us the difference between logo design and brand identity, and why brand identity is so important for businesses?
Tiago: The big difference is that the logo is just a small part of the brand identity. If you see a logo just by itself, you look at it as a graphic element until you give a meaning to it, and that's what the brand identity is for. The logo is usually a quick representation of a brand's message, and the brand identity is the entire representation.
That's why it is so important, because you want people to understand the entire message of the brand, not just part of it. So, basically, the brand identity is the logo, the color palette, typography, stationery and other visual elements communicating altogether.
Nico: What are the best designed models of brand identity you've seen so far? Can you explain what you particularly liked?
Tiago: I really like Pentagram's brand systems. One of my favorites is the MasterCard rebranding that was designed by Michael Bierut and Luke Hayman. It's really amazing how they made a logo that was already simple even simpler. I love minimal design, so that's why I think the Arte brand system designed by Vrints-Kolsteren is also a very good example of a well-designed brand identity.
Nico: Color schemes have a huge psychological impact on a brand's image. How do you help customers choose the right color(s) for their brands?
Tiago: Colors are the visual component people remember most, so it's really important to make sure we choose the right one. Working together with the client, I choose a color or a color palette that will support the entire brand identity.
Every color has its meaning and affects people in different ways, so we have to find the perfect combination that will transmit the brand's message.
Nico: Not everybody is good at coming up with a powerful brand identity and sometimes it's easy to get caught up in pitfalls and traps along the way. How do you guide customers to identify their business's core values, and how do you turn them into a winning visual brand identity?
Tiago: It's really important to understand the brand vision and how their business stands out from the competition. Use that to create a stunning visual brand identity.
What Tiago didn't mention is that he's also an avid surfer – and I think that focus and dedication shows in his minimalist approach to design. He cuts through distractions and obstacles to identify what really matters and to help those strengths come alive on page and screen for his clients.
And his focus on working with innovators and startups is impressive, because it shows he's unafraid to help define a brand identity without a safety net. I'm glad to have a pro like Tiago on Fiverr, who knows what it takes to be noticed and remembered in the business world.
Have any brand redesigns impressed you the way MasterCard impressed Tiago? What did they do that caught your eye? Share your thoughts in the comments below!