9 ELEMENTS YOU NEED FOR A BRAND DESIGN
Personal branding is essentially the ongoing process of establishing a prescribed image or impression in the mind of others about an individual, group, or organization. Personal branding often involves the application of one’s name to various products. Personal branding helps improve sales of products and enlighten the public about your products. Brand Identity is essentially ‘how’ a business wants to be perceived by customers. It is through brand identity design that a brand strives to communicate clearly with the target audience. Brand identity is the combined message transmitted through the brand name, logo, style and visuals. The 9 elements you need for a brand design helps achieve a perfect brand touchpoint which is any bit of interaction or communication made between a brand and its customers. Touchpoints allow customers to have experiences every time they “touch’ any part of the product, service, brand or organization, across multiple channels and various points in time.
The 9 elements needed for a perfect brand design are explained below;
A recognizable graphic design element, often including a name, symbol or trademark, representing an organization or product. Before you start thinking about designing a business card or picking colors for your letterhead, you need a logo. There is a difference between logo and wordmark. A wordmark or logotype is just the words of your company or product name set in a specific, fixed way. There are different types of logos some of which are; Emblem, Logotypes, monogram logos, brand marks, abstract logo marks, mascot, combination marks. Brand design is more than logo, but logo is one of the essential elements needed for a perfect brand design and keep the logo simple with one or three colors.
A fontis the combination of typeface and other qualities, such as size, pitch, and spacing. There are various types of fonts used in brand design. Even before a customer reads the message in your marketing, the font is already communicating something to them. Each font delivers a different message and has different strengths and weaknesses.
Serif fonts are the oldest, most classic typefaces. A “serif” is a small decorative line at the end of a character’s stroke. The most popular and ubiquitous example is Times New Roman, the default font for a generation of people using Microsoft Word. Serif fonts are classy, literary and high-end. They are always a good choice for extended paragraphs of text—like books, brochures, and fine print—because they are highly legible and our eyes are accustomed to their shape.
Script fonts are intuitive—they look like cursive! In recent years, the availability of script fonts has skyrocketed as people look for a unique way to represent their brand. Much like handwriting, there are a vast array of unique script fonts available. They range from the highly calligraphic styles found on wedding invitation, to the incredibly down to earth styles used by bloggers to mimic handwriting. They are decorative and so not suitable for long paragraphs of text but can bring a gentle femininity to anywhere they appear. Decorative fonts A gorgeous vintage style branding design that uses a decorative font to send a clear message to potential customers. By green in blue. These are the highly stylized fonts that evoke very particular feelings in a reader. You should always be careful when using decorative (or display) fonts. Why? Because lots of them are very, very bad (we all know how the internet feels about Comic Sans). But they shouldn’t be completely avoided as there is also the odd good one. They are never a good choice for secondary fonts or for body text fonts. Think of them like fireworks: while they can be lots of fun, they’re best if left to the trained professionals.
3. COLOR PALETTE:
A color palette is a fundamental element in the creation of your brand kit. Use a color combination that represents your industry or the persona of your company to help your audience identify with. Your palette will also assist in building brand recognition through visual communication. A unique color combination is a key way to express the personality of your brand. Whether you’re running a small business as a solo entrepreneur, or working in a big corporate, your business has a brand and so, you want to choose a unique and memorable color palette in order to build a lasting brand identity.
4. PATTERN AND TEXTURE:
Pattern and texture branding elements can add character, distinction and an extra element of style and consistency to your brand. A texture, although it can be digitized, comes from a surface that can be experienced through the sense of touch. Your patterns and textures should contain the message that you’re sending out about your business. You could do a mix of polka dots, stripes, geometric shapes or illustrations to add impact and individuality. For example, illustrations or brand icons to create wallpaper, use as wrapping, or as a background to some of your marketing materials (business cards, menu, tags, product shots and so on. Here are some procedures to follow in order to make a perfect pattern for an exceptional brand design;
- Mix and Match: Pull together different styles to add character and distinction. Florals, dots, stripes, geometric shapes and illustrative patterns all mix well when you ground them with a common color palette.
- Play with Scale: Mix small, delicate elements with larger, more dramatic patterns to add texture and flow.
- Be innovative and free: Play around with your pattern and decide if you love it. If you love it, then it’s probably the right pattern for your brand.
5. PHOTOGRAHY AND ANIMATION:
Photography is about branding. A brand is the personality of your company or product, created by the touchpoints between it and the world. Nearly all brands have a visual element defined by some balance of illustration, print materials, and real-world imagery, but some do it much better than others. An article is devoted to the role of an animated logo in branding. The animation is applied for various UI components of a digital product as well as for any other graphic material. Animated logo is a popular asset of marketing and brand identity. Motion designers turn static logos into something new and unique. Photography and animation is one of the major element used in brand design. This is because humans process pictures faster than written words. Every brand incorporates visuals into their brand story. Visuals help translate your personality, aesthetics and support your brand identity.
How to use photography to build your brand
- Concept to visualization: As with all great ideas, building your brand and developing aesthetics starts with a concept. You have to be able to answer the basic questions about your brand message, concept and objective. Having a clear overview of these 3 things will carry you into the next stage — visualization.
- Curate your collection: After you have all your images in one place, turn into a ruthless editor. Looking through your collection, you will begin to see patterns. Take time to filter your selection of images to narrow your vision down to the necessary and essential images. This is perhaps the most difficult part but it is also central in helping you zoom in on the images that represent your brand.
- Be creative and consistent
6. ILLUSTRATION AND ICONOGRAPHY:
Visual elements, illustration and iconography, are really essential for visualization in many cases. They help make your content relatable to your audience. But you do have to be careful. You have to resist the temptation to overdo it and understand the time required to do it right. We communicate visually for many reasons. And in visualization I think it comes down to three things primarily. One is tangibility. We’re trying to make the intangible, tangible. We’re trying to make data, numbers into…things that people can relate too, and understand. Then visual elements really help do that. Whether it’s a chart where you can easily compare data sets or illustration to help bring themes to life, it’s really an important part of what we do. To make the intangible tangible. Second is making the complex simple. Illustration iconography can really help you reduce text. You don’t have to explain something in long paragraphs.
Sound and music are strong emotional triggers and can aid memory recall and enhance perception of a brand in the minds of your consumers and clients.
Here are some importance of sound in brand design;
- Strengthen brand recall and create a memorable identity: As we explored earlier, people remember signature music or tones. Sound is key to memory recall so brands that place importance on unique audio branding have a greater chance of creating a memorable identity. In a world inundated with ads, how to stand out is something every brand thinks about.
- Improve brand loyalty: Brands can leverage audio branding to build trust by creating long anthems to tell the brand story and foster a sense of security.
- Affect customers’ moods: Sound is used in more than marketing and advertising. It’s incorporated in the functionality of products, from the connection sound on Skype to the click of a car door. Proving the importance of sound to the way we interact with products and companies.
- layout is the part of graphic design that deals in the arrangement of visual elements on a page. It generally involves organizational principles of composition to achieve specific communication objectives. Static layouts allow for more control over the aesthetics, and thorough optimization of space around and overlapping irregular-shaped content than dynamic layouts. In web design, this is sometimes referred to as a fixed width layout; but the entire layout may be scalable in size while still maintaining the original proportions, static placement, and style of the content. All raster image formats are static layouts in effect; but a static layout may include searchable text by separating the text from the graphics. Proper layout enhances the look of the particular object and the objects as a whole piece of design in order to create a strong composition.
9. TONE OF VOICE:
Tone of voice is how the character of your business comes through in your words, both written and spoken. It’s not about what you say, but rather the way that you say it, and the impression it makes on everyone who reads or hears you. Think about it. A person will always have the same voice but tone will change. People should bear in mind that their tone of voice is a reflection of how they feel – a voice reflects mood, as indeed body language, hand gestures as well as facial expressions all have much more of an impact than actual words.
With this basic 9 elements you can create a suitable and effective brand design for your company or sole administration programs.
About the Author
Andrej is a designer who loves advocating the benefits of good design and its impact on businesses. Visit andrejthefreelancer.com now and hire him for your next project!