There's a considerable overlap between corporate identity and branding. For the purposes of this explanation we'll concentrate on the visual presentation of your brand, though a full identity extends to how you answer the telephone or deal with complaints.

Our designers have experience of creating logo designs for all sorts of industries. They understand the subtleties that communicate the message to your customers that they're dealing with the right company. A holiday company needs to telegraph a completely different feel from an IT specialist.

Logo design in the 21st Century tends to be simpler. Drop shadows and complex 3D motifs have given way to subtle use of colour and typography.

If you're selling your brand via retail outlets then you need to treat logo re-design with care – if your brand is well known then it's more important that you're found than that you look up-to-date. But if your main customer interaction is business-to-business then you can afford to move with the times.

An identity makeover will never make up for poor marketing, but used as part of a well-conceived strategy it can give you a great figurehead for a company re-launch.