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if youre designing something for a client who doesnt have a robust visual identity it can be frustrating perhaps youre designing a website but all youve been given to work with is a logo or maybe youre designing the logo but this time you want to build out a more complete brand identity design system im going to share one of my recent client projects to show you a few approaches that you can take lets go [Music] hello friends my name is matt brunton im a designer from the north of england and i once heard michael beirut whos one of the most celebrated logo identity designers on the planet the pentagram partner say this you should be able to cover up the logo and still know who the design is for and thats what an identity system does it means that through other visual elements we can still recognize the brand and i love building systems like that not just designing logos but building robust identity design systems that are almost like algorithms and once youve designed the sy