This is a sampling of some of the identities that I've designed. I look at these at the most successful as they tell quick stories that in a concise visual package.
Identities tell the unique story that a company has, their culture, and what they strive to become. I take a minimal perspective on the visual representation so that it's simple to decipher and has the strongest retention possible.
This is done by creating design elements and using design principals to boil down the the identity to exactly what's necessary. Adding in visual interest with things like positive and negative space, contrast, and typography are next and are directly tied to the concept. I believe that color and form have the biggest effect on how well we understand the identity so focus a majority of my efforts there.