What is brand identity? And how to design and develop a great one. - 99designs
A fully integrated system of brand identity elements involves adopting a set of It is important to maintain proportional relationships with. Home · Log in · Register; Open submenu (Help) Help; Cart · Admin · Blog · Display desktop site . The nature of the endeavour is such that the contribution and integration of Place brand and place brand identities in a socio-cultural perspective supports the relational creation of an organisational brand (Lury, ) via. Teachers · Photography · Business · Tutorials · Courses · Design School · For work · Sign in · Branding and corporate identity Natural or man-made? Answering these questions will help you develop your brand identity. . A successful brand is all about the customer and establishing a positive relationship with them.
Brand design is a process of discovery, and your designer will be your partner in that process. There are six essential elements that need to go in every brand style guide. These should be the first things you prioritize with your designer. Some of this may already be created like your logo. A designer will help you take those moods, feelings and images and turn them into tangible brand elements.
Brand story Introduce your brand to the world. A simple summary will give people insight into the heart and soul of your company, which will help them understand how to represent your brand. Or you may choose to only share some of that publicly. Gauge what to include by what would be most useful as a reference point. Everything else in your guidelines should hold true to these fundamental components.
This section of your brand style guide ensures your logo is used in the way you intended. It also prevents mistakes—like stretching, altering, condensing or re-aligning—that could send the wrong message. Include all approved versions of your logo, describe when to use each one, and show visual examples to make it really clear.
List minimum size and proper proportions. If logo requires a certain amount of white space around it, give clear instructions. Show variations reversed, in color, black and white and when to use them. Need a reference point? Color palette Speaking of colors, defining a brand palette will go a long way towards creating a consistent look and feel.
Heineken follows this rule of thumb to a tee. In your style guide, show swatches of your brand colors. Make sure to include the information needed to reproduce those color accurately, wherever your brand message goes. RGB and HEX codes Here are some handy online tools to help you choose a color scheme or convert digital color into other values. Typography Another big part of identity design is font selection. Your brand needs will dictate whether one typeface family will meet all your needs or if you want to define multiple brand fonts.
A good rule of thumb is to use a different font than the one in your logo, since the contrast will help it stand out. A seasoned designer can guide you through this process. Tell the story of the typefaces are you using, how it relates to your brand, and what each one is used for headlines, body text, captions, etc. Make it clear if you want copy to always align right, left, or centered. Include tracking and kerning ratios to maintain a consistent style when font size changes. You can approach this in a few different ways.
You might even use some of the inspiration points you gathered to prep for your style guide! Show examples of images that have performed well for your brand.
This will still give your team a sense of the style to align to, plus it never hurts to aim high! Collect images that convey the feeling that you want people to get when they interact with your brand. Just like with imagery, you can approach this in a few different ways. If you have messaging that works well for you, show those examples here.
Remember that list of adjectives that describe your brand personality? Use that to describe the type of language that is on-brand. Sometimes, simple is best. Make a list of other brand elements your business needs to define While almost every organization is going to need to include the six essential elements in a brand style guide, some will need to go deeper. Is your brand primarily digital?
Do you sell physical products? Perhaps you need packaging guidelines that explain when to use the product name and when to use the company name. Are you focusing on social media marketing? A brand style guide should fit the organization it belongs to. Start by making a list of any additional elements that you will need to cover in your guide. These are our Mission, Vision, and Values. How to use our logo.
How not to use our logo. They experience your brand through your website, or your menu or your product packaging or your commercials.
Unfortunately, this is how many business owners think a good logo design works.
The power of brand storytelling through design - 99designs
A potential customer sees a logo. They decide to purchase the product or service. Naturally, if this is how business owners think branding works, then they would expect to have a strong positive emotional reaction when seeing a new logo concept for their company. Almost all business owners upon seeing a new logo design for their company do NOT have a strong emotional reaction. After all, they have a strong positive emotional reaction to the Nike logo!
The power of brand storytelling through design
These memories trigger the emotional and intellectual response. I know this company! They decide to purchase the latest pair of Nike shoes. The memory of the brand experience is what triggers the emotional reaction! So, back to the business owner and the new logo. This is how their experience looks when looking at their new logo. A potential customer sees their new logo design.
They do NOT have any memories tied to the new mark. They fire their designer. Now, let me just clarify something. But this is certainly a challenge that designers face when working with business owners — particularly those who have well established brands. Companies with well established brands have many years of experiences with their logo — creating strong emotional attachments.