BRAND IDENTITY
Brand identity design involves the strategic development and integration of various visual and design components to convey the brand's personality, values, and key messages.
The key elements of brand identity design typically include:
A well-defined color palette helps establish a brand's visual identity. Colors evoke emotions and associations, and consistent use of colors across various brand touch points reinforces recognition and recall.
COLOR PALETTE
The logo is a unique symbol or mark that represents the brand visually. It is a crucial component of brand identity design and is often the most recognizable element of a brand.
LOGO
The selection of appropriate fonts and typography contributes to the brand's visual identity. Different font styles can convey different tones and characteristics, helping to create a cohesive brand experience.
TYPOGRAPHY
This includes the overall visual approach and style guide for the brand, encompassing imagery, photography, illustrations, and graphic elements. Consistency in visual style helps create a recognizable and memorable brand identity.
VISUAL STYLE
Brand identity design extends to the design of packaging, stationery, business cards, marketing materials, and other physical or digital collateral. Consistency in design across these touch points helps reinforce brand recognition.
PACKAGING
BRANDING, IDENTITY DESIGN, & LOGOS
What’s the difference?
“Branding” is the effort to influence this perception. You can’t control what your neighbor’s mom might say. But you can do your best to make the right impression.
WHAT IS A BRAND?
A brand is the perception of a company.
Your brand is what people think of when they think about your company. It’s your reputation. It’s influenced by your values, your products, your marketing, your customer service. It’s shaped by magazine articles about you, how your stores smell inside, and what your neighbor’s mom said about you at the grocery store. And yes, it includes your logo, website, and business cards. Everything people encounter when they interact with your company adds to their perception of you. This is your brand.
WHAT IS AN IDENTITY?
A brand identity is a brand’s set of visual and verbal elements.
A subset of a “brand” is the brand identity (also called corporate identity or identity system). The key word is identity. Just like with people, checking an ID proves you’re you and not somebody else. The tangible elements you can see when a company communicates with you make up its identity design:
Logo, colors, fonts, taglines, photography style, illustration style, patterns, icons, messaging.
A brand style guide is a document that records this identity. It keeps everyone on the right track, using the right fonts, colors, and more. Applications, or places where this identity can be “applied,” include websites, business cards, brochures, signs, packaging, vehicles, and more.
WHAT IS A LOGO?
A logo is a mark that represents a company.
Of all the parts that make up your brand identity, your logo is the most visible point of recognition. It doesn’t need to tell the world everything you do. It’s simply a tag or identifier. A red bullseye doesn’t reveal all the clothing, housewares, and food you can buy at Target. But it works as a quick mental trigger for everything you’ve learned about Target over time. And if you knew absolutely nothing about Target, you could still make some guesses about the style and personality of the company by looking at the logo.
What do brand identity designers do?
Brand identity designers use strategy to create the elements of your brand. Your logo, color palette, typography, image style, tagline, voice, and tone should be unique to your company. They help illustrate your brand. An identity designer isn’t going to make the conveyor belt in your plant run faster or tell you which employees to hire. But we can influence the public’s perception of you by creating an appropriate, consistent look and feel.
