A company “Markand “logo” are often used interchangeably. But even though a logo can be the symbol of a company, it is not necessarily the brand. Creating a logo is just one small step in creating a visual brand identity.
A brand design identity consists of the visual elements of the business, such as colors, logos, typography, and graphics that are used to identify and distinguish the brand in the minds of consumers.
With millions, if not billions, of businesses trying to stand out to consumers, it’s crucial for businesses to have strong brand design to differentiate themselves from the competition.
Whether you are developing your first brand design identity for a client or your own business, it is important to understand what creates brand design and what it takes to do it well. Read on to learn more about the idea of brand identity and how it can make your business more valuable and successful over time.
What is Brand Design Identity?
Brand design identity refers to the key brand elements such as logo, color scheme, fonts, and other design elements that make a brand recognizable to consumers.
It is the process of creating a brand’s visual identity by creating a unified compilation of visual elements. Visual identity is the aesthetic that encompasses brand positioning and personality. Thus, the most effective brand design is informed by research, careful thought, and guided by strategy.
When a business effectively executes a brand design identity, the ideas from research and strategy come to life in the form of websites, marketing assets, packaging, graphics, presentations, and more. Before you can create any of these touchpoints, you must define the design elements you are going to create.
What’s going on in brand design identity?
A key element of creating a brand design manufactures elements that make up the visual identity. They exist as components of a brand’s visual identity, so it’s essential that they work together. Keep the system as a whole in mind when creating each of the following design elements.
A brand’s calling card and its imprint on the world is its logo. It can take on a variety of shapes and sizes, although ultimately it should be recognizable and communicate brand value.
A logo is a meaningful aesthetic symbol that has the power to instantly communicate the essence of a brand to all who see it.
The color palette that a brand chooses for its design is important. Different shades evoke different feelings and reactions. A brand’s audience is psychologically affected by each color.
Understanding impact is key to identifying the best colors for your brand and will help you get the most out of your design. Color is so important, research has shown ‘using a signature color may cause a 80% increase in consumer recognition of your brand‘.
Like colors, fonts and typefaces are unique to designs and can say a lot about the brand. Some fonts can communicate power or leadership, while others can convey playfulness or creativity.
The fonts you choose in your brand identity should match your goals and overall visual style.
The large typography is meticulously and internationally chosen and designed; they bring a distinct personality to the brand.
Shapes may be the simplest visual elements that go into brand design identity, but they are still important. Just because they’re basic doesn’t mean they don’t make sense or create a response from customers.
Whether suggestive or simply representative, shapes can make or break the foundations of a brand. Choosing the right shapes to create building blocks for the rest of the design can impact the final product.
Another aspect that can give your brand an immediate and powerful personality are illustrations. It’s essential to develop a consistent illustration style and consider how artwork will be included in all design elements.
The style of your artwork will also create a response from consumers, it can be friendly or thought provoking, either way the artwork you decide to use has an impact on the brand design.
Icons and iconography are ways to communicate information with simplified illustrated graphics. Icons are an art and a science, they should concisely communicate the message you want to convey.
Good iconography gives designers a illustrative language inspired by the industry and medium in which they are created. Essentially, icons should be simple and clear to communicate a point.
Texture and Patterns
Texture is the surface quality of the design, and patterns are the intentional repetition of shapes or forms. Textures can be a variety of things such as rough, smooth, fuzzy, soft, etc. Visual textures can define the quality of a surface when designing a brand.
Models are planned structures that can be easily reproduced and produced. It is important to remember that both are supporting elements for a brand identity. If you plan to use them, they should enhance the message you want to communicate, not distract from it.
Animation and movement
Motion and animation in corporate branding bring still images to life. Both are used in moderation, rather than to entertain users, use them to give feedback on an action or a small interaction.
When used intentionally, it can help users build mental models of how a brand works and how they might interact with it. Animations and motions grab attention, make sure you don’t distract them from important content.
The foundation of an effective brand identity is how all the visual elements fit together to create the brand design, this is called the layout.
The layout gives meaning and organization to the brand and can make it visually appealing or easy to navigate and understand. Good brand design provides balance to a page and sets up a hierarchy for users.
How to execute a brand design?
When it comes to creating a brand design, the elements we have described are just the basics. The brand’s design comes to life in the execution. Effective brand design is the product of proven, well-done research. Evolving a brand through data is key to making it the best brand it can be.
1. Do your research
Design research is an important factor in the product development process. Although companies frequently try to come up with justifications to avoid the process, they cannot afford to reject the research. Instead of taking a chance on your product’s performance, engaging in research will provide valuable insights that are important to the efficiency and success of your brand design process.
2. Create a strategy
Branding is the planning and presentation of your brand so that it is perceived by your target audience as recognizable, unique, distinctive, trustworthy, reliable and attractive.
Your brand strategy incorporates your business goals. It describes what sets your brand apart from the competition, what makes it unique, and how you want your users to perceive it. After all, how can users differentiate your brand if you can’t do it yourself?
3. Design brand elements
The fundamentals of a brand identity are made up of combinations of elements that make up the whole image and message of the brand.
Logos, colors, fonts, shapes, icons, and patterns are just some of the fundamental elements of brand design. To create a brand identity that evokes emotions, creates a specific image, and grabs the attention of a target market, designers use a variety of branding elements.
4. Test your brand design
Usability or A/B testing elements of your brand identity takes the uncertainty out of design decisions by validating them with real user feedback.
A human-centered technique known as A/B usability testing uses real people to test logos, websites, products, and other resources to get real feedback on user experiences and preferences.
In usability A/B testing, two versions of the resource are presented to a panel of users to determine which version has the greatest impact, meets the test objectives, and will succeed once live.
Having a distinct brand identity has never been more important with increasing levels of competition. Companies that take the necessary steps to properly communicate their values and express them in a way that captures user interest through brand identity will always be at an advantage.
People who support what your business has to offer are attracted to a strong brand identity that has a face, can be trusted, and has a mission. However, once they start using the product, that same brand identity gives them a sense of belonging. A good brand with all its elements builds loyalty rather than just customers with a quality product.