Introducing the print version of our newsletter, Topographic. Standing at a tall 5 1/2 inches, it's a really Small Publication About the Big World of Branding. We start each issue with a burning question about branding or design. Then we share our journey to explore and discover creative solutions — helping to make sense of the brand landscape. Issue #1 is all about one of our favorite topics, logos. Email us if you'd like read it. Licking stamps now, and letting the Postal Service take their sweet time.

Another great way to help define and differentiate your brand in the marketplace: brand patterns and textures. Patterns can be used in a number of ways on marketing materials, in presentations, on packaging, as backgrounds or design elements, to spruce up swag, and our personal favorite - step and repeat patterns on the red carpet. Here’s a few patterns we’ve recently designed for some of our favorite clients. If you’re out there, we’re still waiting for that red carpet assignment…

Brand icons help to organize content and clearly symbolize specific information. When designed and presented as part of a brand identity system, they also develop a visual language that is unique and own-able for your organization, helping to stand out in your business category and the marketing landscape. Over time, your audience — whether customers, members, or fans — will start to associate your iconography as an extension of your identity, increasing the recognizability that puts great brands on the Map.

Unlike a symbol, a word mark — or logotype — uses only a custom typeface or a unique treatment of the name to create the logo. Though this approach might seem simple, there's an unlimited number of creative possibilities, and tremendous brand potential: type has the ability to speak! Here's four logotypes that Map Agency has launched:

1. CT Arts Alliance makes uses a customized uppercase sans-serif that connotes news-worthy headlines. (Then we have a little fun with the "Arts.")

2. Oh Henry. Our German Shorthaired Pointer wanted a hand-lettered script for his personal brand.

3. Alive at Five makes use of visual rhythm and rhyme for this summertime concert series.

4. Wiggle & Thump needed a word mark that would easily stand out on the patterns of their colorful dog collars.

The logo is arguably the most memorable part of a brand identity. Out of all the elements that makeup a brand identity system, it is usually the most consistent. However, that doesn’t mean a logo can accomplish everything that helps define a brand and its values. Which is why an abstract icon can help add clarity – it helps to symbolize what the brand actually stands for conceptually in a simple, memorable way. The logo then acts as a quick reminder, emblematic of everything the audience has learned in the past, and comes to expect from the brand in the future.

Here are four abstract icons we've helped to develop for brands, and what they represent:

1. Simple circles coming together to form a burst of sunlight indicate fertility, abundance, and positivity.

2. The overlapping "V" represents partnership, and when placed in a circle created a wheel symbolizing movement.

3. A symbolic acronym, the "V" and "A" were created out of a ribbon from the packaging of specialty foods, also reflecting balance and harmony of fine ingredients.

4. The eternal flame was created out of tiles that recalled a very important mosaic about happiness and celebration.

One of the first brands we helped to develop was for a small bakery right here in our little town, Sandy Hook. It's still one of our favorites. And with his amazing breads, desserts, and sandwiches, it's certainly no surprise the amount of success Uncle Matt is having. He was recently visited by one of our new favorite photographers, Lisa Nichols, aka @bread_and_beast. Such an incredible ability to capture meaningful little moments that really help tell a story. We think it's important to remember that behind every great brand are talented people who help bring it to life, and she's one of the best. We simply cannot wait to get to work with her!