Building the De Luxe Brand: A Visual Promise of Quality and Dedication
When most people think of a “brand,” they think of logos, colours, and typography. But a brand is far more than that. At its core, a brand is a promise. It is the visual and verbal embodiment of what an organisation stands for and what it commits to delivering to its customers.
As branding pioneer Walter Landor once said:
“Products are made in the factory, but brands are created in the mind.”
A logo or colour scheme alone does not create a brand. Instead, it is the story, values, and experiences behind those visuals that shape how customers perceive a business.
This philosophy guided my recent work with De Luxe Support Services, a facilities services company founded by Marc and his team. They already had the values: dedication, dependability, determination, and devotion. What they needed was a brand identity that captured these qualities and presented them with the clarity and confidence they deserved.
Why Branding Matters
For SMEs, branding is often misunderstood as a “nice-to-have”, something reserved for larger corporates with bigger budgets. But in truth, it’s more important for smaller, growing businesses. When competing against larger players, a strong brand provides credibility, visibility, and memorability.
A brand is not just an outward-facing tool. It must also inspire employees, guiding them on how to act and engage with customers. A well-designed brand sets a standard: it says, “This is who we are, this is how we look, and this is how we behave.”
As branding expert Marty Neumeier puts it:
“A brand is not what you say it is. It’s what they say it is.”
That means everyone within the business has a role to play in delivering on the promise. If the visuals say “quality, reliability, and refinement,” but the service feels inconsistent or careless, the brand promise is broken. Authenticity is key.
The De Luxe Identity
The name itself provided a starting point. “De Luxe” comes from the French expression de luxe, meaning of luxury; of superior quality. This idea of refinement and distinction set the tone for the creative development.
But luxury in this context wasn’t about extravagance. It was about service delivered with precision, professionalism, and a sense of pride. The supporting brand language, words like dedicated, dependable, determined, and detailed, reinforced this idea. Together, they communicated that De Luxe is more than just another service provider. It is a company defined by commitment and quality.
Colour and Typography: Speaking Without Words
Design is often described as the “silent ambassador” of a brand. The choices made in colour and typography are never arbitrary; they are psychological cues that influence how people feel when they encounter a business.
For De Luxe, the colour palette balances two contrasting but complementary ideas:
A deep, confident black and rich tonal greys: signifying strength, stability, and professionalism. These colours ground the identity, giving it authority and credibility.
A fresh, energetic accent (yellow-green): bringing vibrancy and vitality. This signals the team’s energy, optimism, and hands-on approach.
Together, this palette creates a brand essence that is both dependable and dynamic. The darker base tones say, “We are serious, trustworthy, and professional.” The accent colours say “We are approachable, energetic, and modern.”
Typography played a similar role. The Comodo Regular typeface offers clarity and readability, striking a balance between strength and approachability. Combined with the NewBlack Typeface, the identity achieves a balance of refinement and boldness. The result is a visual voice that communicates both sophistication and strength.
As graphic designer Paul Rand once noted:
“Design is the silent ambassador of your brand.”
In De Luxe’s case, the typography and colour choices together embody the company’s dual personality: reliable professionals who also bring energy and attention to detail.
Brand Essence in Action
A brand only comes to life when it is experienced. For De Luxe, this meant applying the identity across every customer touchpoint: uniforms, livery, stationery, and a new website. Each application wasn’t just about consistency; it was about building recognition and trust.
Uniforms signal professionalism to customers and pride to staff. Vehicle livery transforms every journey into a moving advertisement. Stationery brings cohesion to client communications. The website serves as the central hub, presenting a clear and confident face to the world.
But more importantly, the brand needed to be lived by the team. I was fortunate to join Marc and his colleagues on-site at Coventry University and St Paul’s Cathedral. Watching them in action was a powerful reminder that a brand is only as strong as the people behind it. Their professionalism, attention to detail, and genuine dedication mirrored exactly what the brand identity was designed to communicate. Hearing directly from their customer about the immediate positive impact of their work reinforced this truth: branding succeeds when the experience matches the promise.
Why This Matters for SMEs
Working with SMEs is always energising because the connection to leadership is so close. Decisions are made quickly, ideas are implemented directly, and the results are seen immediately. That closeness also ensures that the brand reflects the personality of the business, not a committee compromise, but a genuine expression of who they are.
For De Luxe, the brand is now more than a logo. It is a visual promise, a symbol of what customers can expect, and a standard for everyone in the business to uphold.
As Jeff Bezos once famously said:
“Your brand is what other people say about you when you’re not in the room”
By creating a brand that truly reflects their personality and values, De Luxe has strengthened not just how they look, but how they are experienced and remembered.
Final Thoughts
Branding is not decoration. It is a strategy made visible. A strong brand identity connects values with visuals, personality with perception, and promises with performance.
For De Luxe Support Services, the new brand is already achieving this. It conveys quality and professionalism while celebrating the energy and dedication of Marc and his team. It provides a platform for growth while staying authentic to its ethos. Most importantly, it’s a brand that feels true, because it reflects exactly what they deliver, day in and day out.
Visit the new De Luxe Support Services website: www.deluxesupportservices.com
