Designing Brand Identity: An Essential Guide for the Whole Branding Team

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So you make sure you watch the right YouTube channels so you always know the latest meme. Maybe you start working on your free throw. And cultivating on an impression of Mr. Archibald, your science teacher. These actions are the work you’re putting towards develop your desired image; they’re your branding.

Your brand identity can be expressed in any number of elements. Depending on the nature of your business, one asset or another may be more or less important. When it comes to your designs, you also want to think about form and shape. This subtle but effective element that can be used to reinforce the desired reaction from your customers: so, for example, a logo that is all circles and soft edges will inspire a very different reaction from a logo that’s sharp and square. You can also observe what your competitors are missing. For example, if your company sells high-end dog toys, look at the branding from companies selling in the same space. Maybe none of your competitors have a design that would catch Gen Z dog parents’ eyes — now you know where to center your branding so you can reach your audience. Use brand design to fill gaps in the market and help your business stand out. 2. Create a mission statement Green: An incredibly versatile color, green can be used for just about any brand. Culturally, though, when people see green, they think two things: money or nature. If your brand is tied to either of those things, green is an especially good choice. Yellow: Yellow, the color of sunshine, is all about happiness. The cheerful vibe makes it a good choice if you want to feel fun, accessible and affordable.

Now it’s time to make choices. Use your market research and mission statement to establish a cohesive visual identity with logos, colors, font pairings, icons, and illustrations. As a jumping-off point, start with a logo design that captures your mission and appeals to your target audience. Then experiment with different color and font combinations. The typography you choose will say a lot about your brand, so choose your fonts wisely. Color palette A brand guide with brand colors by ludibes Round shapes—like circles, ovals, and ellipses—are all about the warm and fuzzies. Brands that incorporate round shapes can create feelings of community, unity and love. The rounded edges can also be viewed as feminine. Younger audiences might prefer bolder designs with vibrant colors, while older adults are used to straightforward messaging. And minimalist designs with flatter logos and sans serif fonts are popular in most markets, but they might not work for every brand. Research the market and observe the design styles your competitors follow. If you’re having trouble figuring out who exactly you are, don’t sweat it. Sometimes, all you need is a simple brainstorm to help you get clarity on who you are as a brand.

Pink: Right or wrong, pink is culturally tied to femininity, so if your brand is targeted towards women, pink should be a definite contender for your brand color. It’s also a great color for brands with a soft or luxurious identity. Designing your brand identity Your brand identity is made of many elements. Gaea brand identity designed by YokaonaWhen creating a brand design, one of the most crucial steps is understanding your target audience. Demographics have diverse wants and needs. Your brand likely won’t appeal the same way to a college student as it does to a retired adult. When creating a new brand identity design, it’s vital to consider your business’s goals and your brand’s personality. These two factors should determine an overall direction for your identity, and give you a jumping-off point. Display fonts are kind of in a league of their own. Each display font has a specialized element, whether it’s an unusual shape to the letters, outlines, shadowing, or a more artistic/hand-drawn edge (think Metallica’s lightening bolt font). Want to make a bold statement and create a brand identity people won’t soon forget? A display font is a great way to do it.

Purple: Purple is the color of royalty, so if you’re going for a luxurious feel in your branding, this a safe bet. Iconography in design is, as the name implies, the art of creating icons. Iconography uses simple graphic designs to convey complicated information. It condenses a complex concept and reduces it to a format that everyone can understand.Blue: The most universally appealing color in the spectrum, blue can help your branding to appear more stable and trustworthy, so if you’re looking to appeal to a wide demographic—and get them to trust you in the process—go with blue. So, how exactly do you nail your design and build a brand identity that will take your business to the next level? Developing your brand design