When it comes to brand identity, coherence across all platforms and formats is important. It is of course a basic of rule of graphic design, because it contributes to brand recognition, but I think it should also be an aesthetic imperative. You cannot have a logo written one way on your fa├žade and then in another font on your website, for example.

Equally wrong, however, is covering your products, walls and every conceivable surface with logos. It can be a very effective way to get people to hate it. Brand saturation can be just as counterproductive as not having a clear brand identity. And then, of course, you have the obsession with sub branding, that impulse to create brand surnames for every category and subcategory of product (home, baby, kids, etc).

It is not easy to find a balance. This is where I can help you. Sometimes what you need is just a vision from the outside. Maybe a small brand book is all you need, a brief, clear and compact guide with rules for the articulation of your brand communication, not a fully-fledged corporate identity manual.

I work both, but I usually recommend an organic approach, especially for smaller companies, that adapts and evolves with the brand, instead of a monolithic block of corporate identity that frequently ends up limiting creativity.