A BRAND IS A VOICE, AND A PRODUCT IS A KEEPSAKE
More than simply a nice face may make a good brand. Yet that doesn’t negate the value of having a lovely face introducing brand design:
The process of creating a brand’s visual identity: Its distinctive appearance and feel that stands out in a crowded market—is known as brand design. Strategic, deliberate brand design is required to produce a visual identity that defies dismissal. The findings of research and strategy are brought to life in touchpoints like websites, marketing materials, packaging, presentations, etc. When the brand design is properly implemented. Nevertheless, you must first describe the design components that will be used in each of these touchpoints before you can construct any of them.
ELEMENTS INCLUDED IN BRAND DESIGN
Logo:
A logo is a brand’s imprint on the world, whether it be a wordmark, conceptual mark, or combination mark. A logo is a meaningful aesthetic sign with the ability to instantly convey the essence of a brand to anybody who sees it.
Colors:
Colors play a crucial role in brand design. Each color has a unique effect on a brand’s audience’s psychology. To make the most of colors in brand design, it’s important to comprehend their impact.
Typography:
Fonts and fonts are distinctive design elements because each represents its design system. Typefaces provide brand design with a distinctive, predefined personality because they are carefully and deliberately created.
Shapes:
The shape is the most fundamental visual stimulus, according to the hierarchy of cognition. But just because forms are simple doesn’t imply, they lack deep instinctual meaning. Shapes are a powerful core element of brand design, whether they are overtly provocative or just symbolic.
Illustration:
Another component that may instantly and strongly add individuality to brand design is an illustration. It’s crucial to have a consistent illustration look while also considering how images will work with other design elements.
Iconography:
Iconography uses streamlined graphical pictures to convey complicated information. Good iconography provides designers with an illustrative language that is influenced by the industry and medium for which it was created. It is a combination of art and science. The qualities of clarity and simplicity are crucial to good iconography.
Texture and pattern:
Texture in design relates to surface quality. Visual textures can change the appearance of a surface in the same way that tactile textures can be rough, smooth, glossy, fuzzy, and so on. Contrarily, the pattern is the purposeful repetition of a shape or form. Patterns are pre-designed structures that are easily mass-produced due to their geometric character. It’s important to keep in mind that patterns and textures serve as supporting components. They should never detract from your message; rather, they should strengthen it.
Photography:
Photographic representational imagery that supports a brand’s positioning and personality is a crucial component of brand design. Photographic images’ impact on brand design is influenced by both their style and presentation as well as their content.
Video:
A distinctive and engaging method to include storytelling in your brand design is through video. More than any other format, video has been shown to hold viewers’ attention for a longer period.
Layout:
Effective brand design starts with how its visual components are arranged and positioned about one another. The layout is what is referred to as this. The layout offers design purpose and enhances its aesthetic appeal. It incorporates a natural structure and offers balance from page to page, making it simple to traverse visual communication.
HOW IS BRAND DESIGN PUT INTO PRACTICE?
The aforementioned components are merely the foundation for brand design. Execution is where a brand’s visual identity comes to life and where the rubber meets the road. Branding execution is not a magical process. Successful execution comes from following a tried-and-true process.
How do you implement the brand design, then? By doing the four following steps:
Conduct research: An effective brand always starts with research. Including brand design in that. Market research, customer research, and internal research should all be used to inform brand design. A designer can only hope to create the foundation for a strategic approach to brand design by comprehending the market environment of a company, the particular demands and challenges of its customers, and the views of its employees.
Clarify Your Approach: Thorough brand strategy serves as the foundation for effective brand design. This entails having a clear brand framework that outlines fundamental positioning components like the brand compass, brand archetype, brand personality, etc. The blueprint and guide for the visual identity that is created through the brand design process is a clearly defined brand framework.
Create Your Components: You may start working on producing the above-mentioned brand design aspects after you have both the direction from strategy and the insights from research at your disposal. Every piece of your brand’s visual identity, from your logo and color scheme to your typography and imagery, should be developed as a crucial part of the cohesive aesthetic system that is your brand’s visual identity.
Develop a touchpoint: Your business’s visual identity comes to life through an interaction of brand design elements on touchpoints like your website, marketing materials, and signage. The last stage of brand design is creating your touchpoints, where visual components are imaginatively mixed to strategically communicate the brand’s core statement.
