Of course, branding goes way beyond just a logo or graphic element. It spans the entire continuum of customer contact – from the tone of voice with you which you answer the phone to product development to physical and digital environments. Having said that, however, a good logo and basic identity package are still critical.

Base is a branding consulting company based in Bogotá, Columbia, whose recently updated corporate brand does an excellent job of building a memorable, aesthetically pleasing graphic foundation.