How do you actually brand your own design studio? We asked Koto, Studio Kiln and Vanderbrand

Design studios often have a very stripped-back, simple identity to represent and complement their work, however, some have an identity that’s as lavish as the work they produce for clients. What’s the thinking behind this decision, and how difficult is the process of branding yourself? Whether newly founded, or in need of an update, branding your own practice can be a challenging, introspective, and fundamentally pivotal time. To understand what goes on ‘behind the logo,’ we talked to three studios at different stages of their business (and lifespan), sharing their varying ideologies and approaches to self-branding. Vanderbrand is an award-winning, full-service creative agency based in Toronto. Initially launched as ‘Vander Design,’ the studio’s name – much like its ideas-led and collaborative approach – is deeply authentic, rooted in the family name of sisters and partners Anna and Julie Vander Herberg. “Prior to our current brand identity,” Creative Director Anna Vander Herberg recalls, “Vanderbrand existed as two words, accompanied by a decorative ‘V’ letterform as an icon.” The year 2018 was a turning point for the company, however, as Vander Herberg recalls “we had outgrown our office space, and our client list was rapidly expanding.” In response to this growth, the team realised that they had changed as an agency, and they knew that they needed to adapt the way they looked. Rebranding for the new era, Vander Herberg explains further, “every one of our team members was involved” in the process, fitting with the studio’s belief that “collaboration is key to a successful project.” As client work is Vanderbrand’s “number one” priority, however, the studio knew that this was a pivotal era and dedicated a lot of time to the rebrand, ensuring that the new identity would have longevity. “With that being said,” Vander Herberg adds, “we do believe brands can evolve over time, so we are constantly finding ways to improve our brand voice and visual language.”