Brand identity design often correlates with the success of the company. It is worth the trouble to create the best one possible to help your business prosper.
Corporate brand design is something each large and well-known company has done right. Without it, there is no real familiarity on the customers’ side.
To begin with, it’s essential to understand the difference between brand and identity, as well as realize that the logo is actually neither of these things. They all have different roles in business, and all of them should be well thought through, way before potential customers encounter our business for the first time. Otherwise, you risk being totally unnoticed and forgotten right away.
The brand is the corporate image that is perceived on an emotional level. In a nutshell, it can be described as a personality of an organization, the way the audience perceives it. The foundation of it can be shaped by the company and its designers, but the final image can only be drawn by the customers once they start actually recognizing the brand.
Identity of the company is a combination of all the visual aspects that are used by particular brand to be recognizable by its customers. This usually includes guidelines on what color palettes, templates, fonts, frames or layouts can be used to keep the company image coherent. Here are some examples of visuals that form identity:
- Product packaging
- Any other visual elements associated with the company
The logo is a mark or icon that represents and identifies a business on a visual level, so that people seeing it recognize the company. These are the prime purposes of any logo. It doesn’t have to explain or describe anything, only symbolize. Of course, it’s pretty good if the logo actually makes sense and shows what the company is about, at first glance; however, it is not necessary.
All these elements form brand identity, which actually reminds us of human personal identity. It makes the company unique, just as personal traits make each person unique. It shapes the company and its image in the minds of customers. This is why the question of how to design brand identity is important and relevant for all businesses, especially with all the competition on the market. Here, we want to provide you with some advice that might help you with initial identity planning and development.
How to design brand identity that will last
The first step on the way to creating elegant visual elements to represent business is to understand what your brand is all about. Here is an approximate list of questions you might ask yourself to get a clear vision:
- Why you do it? (Mission statement)
- What are your corporate values?
- If you brand was a person, who would they be?
- How are you different from all the rest?
- What is you preferred tone for communication?
The answers to these questions will define your brand, which will be of great help when it comes to developing the brand visual identity. The better understanding you have, the more coherent the image of your business might be, and the better business branding design you will be able to create and bring to the market.
Here are several tips that can also help you while you are getting ready to find that identity and become recognizable in the modern market.
Research the market to see what’s already there
There are tons of methods for researching the market. You can start with some obvious steps, like browsing through websites of similar businesses and seeing how they represent themselves. Usually, websites can provide you with quite a good image of the company. Try analyzing the reasons for particular representations, and pay attention to the emotions you have looking at their logos and designs.
Another great method for conducting market research is through direct communication with people, including through a live conversation, phone call or even a survey, such as Survey Monkey suggests. The emotional element is the most important, so don’t be shy and try to find out how people feel about this or that idea.
There is a lot of research on how corporate brand design influences sales and general success of the company; however, you probably want to be unique, so the best way is to research what people feel and go for what you think is right in your case. Nobody knows your business better than you (hopefully!)
Develop a brand personality that is easily liked
It gets a little bit old with all the preaching around it, but there is no better way to describe what’s needed so far. So, let’s keep asking what the brand would look like if it were a human being. People with strong and whole personalities always find their places under the sun, so creating such a strong personality for a brand can only be helpful.
Once established, brand personality will influence everything from color palette to tone of communication with customers. Will it be serious or humorous? Official or casual? Will the colors be bright or pastel? Sometimes, mixing elements of different personalities might get by just fine; however, more often it just messes up everything. Imagine a serious bank manager coming to work wearing huge clown boots. Don’t let your business be that kind of manager, keep it together.
Start with the foundation
Designing all the assets is a task that doesn’t forgive negligence. After you analyze the market and come up with the personality type, it’s time to develop the corporate style in design. This isn’t something you want your designer to do overnight. It’s likely that there will be many different options and sleepless nights before you decide to stop trying and say the final word.
Remember that, once people see your company with a particular design, it will be hard to change their mind if they don’t like it. It does happen sometimes that companies come to the market and people don’t want to use their services or buy their products just because they don’t feel any emotional appeal. It mostly happens when businesses can’t figure out their messages and identify themselves correctly.
So, to nail your brand identity, it is essential to nail the design that will become the foundation of your further success.
Make your logo memorable
It’s not by chance that the logo is often called a cornerstone of brand identity. It’s not enough to just draw a small picture and put it near the company name. Let’s look at the main functions of logos to figure out the algorithm of its creation. A good logo should:
- Make an impression on the actual and potential customers
- Be clear and simple enough to memorize
- Communicate your values and mission (would be great)
- Go in line with your industry
Also, make sure that you will have your logo in different formats and with different background colors. Sometimes, logos are made for light backgrounds, so when there is a need to use it on a dark background, there is a problem. Make sure your designer provides all versions, including a black and white one. Once you have all of them, there will be more opportunities for wide-range branding.
Pay attention to your colors
The thing about colors is that they actually do have particular meanings and they do influence people in different ways. Some of them demotivate, others bring inspiration. Sure, this may work only up to some degree, but it won’t harm you to pay attention to this topic and try to choose the best color representations for your brand.
Here are the most common colors with short descriptions that might come in handy when it comes to making a decision for a corporate color palette:
- Black – classic, sophisticated and always trendy
- White – clean and clear to avoid distractions
- Red – passionate and inspiring
- Yellow – happy and cheerful, often refers to affordability and accessibility
- Blue – stable and trustworthy, builds credibility and long-term relationships
- Green – usually tied to nature or money; both options are suitable for many businesses
- Purple – adds a regal feeling, also adds some calm vibes
- Pink – though hated by many women, it is still culturally tied to femininity and luxury
- Orange – friendly and warm, quite rarely used in website design nowadays
5 examples of best brand identity design
Here are some examples of logos that might serve for brand identity design inspiration. All the companies mentioned below have a very strong brand identity, which is represented in their designs. Sometimes it’s enough to look at the logo to read that personality. Take a look at these five examples and try to see how they represent their values and missions in their logos.
This company has a well-defined friendly and adventurous nature, which is incorporated into their current logo. It’s bright and universally recognizable, as they utilize the icon instead of text. The clear white color contrasts with many different backgrounds, making the company memorable and attractive to wide audiences.
This logo is all about minimalism and saying what’s needed instead of what can be said. It was created by Paula Scher, who aimed at eliminating unnecessary details and crafting a simple message. The stroke mark near the heart makes it unique and memorable, so that there is no need to put a name next to this logo. This is a truly great job.
This music streaming service originating from Sweden focuses on radio waves, which slightly resemble a WiFi signal sign; however, misunderstandings are not likely as the recognition of the brand is very high. The company is not afraid of boldness, so their designers use quite a large range of different colors. This comes in line with the personality of the business, as Spotify features a huge spectrum of various music sorts and styles.
This logo is quite overwhelming. It was created in 2009 during a major rebranding and introduced a whole new identity system. The change was quite brave, especially considering the fact that it was controlled by the government. Let’s agree that the new look is both amazing and highly professional. It represents modern vibes of the city and its uniqueness. The logo delivers a clear visual message and is easy to remember – just the way it should.
This British company specializing in food delivery sure knows how to surprise. Their older logo had a literal image of a kangaroo, which was changed into a completely abstract version of the same animal. There is also some resemblance with the peace symbol that makes it even more interesting. Bold colors add energy and fun, and contemporary trends of flat design are respected. Delivery uniforms with this logo are visible and fun enough to add value on deliveries, as well. All the mentioned elements work well for their product branding design.
Summing up all of the above, brand identity is something crucial for any organization. It helps you stand out from the huge pool of competitors and explains why exactly the customers would be interested in your products or services. Some companies only have to work on it once and then just benefit from such positive images.
If you want your brand to be well-known and remembered, it’s important to put some work into developing your company branding design. Make sure you completely understand your business’ personality and have all the important answers that help identify it. After that, get to the actual process of designing. At Fireart.studio, we will be more than happy to answer all your questions about brand identity design, and also help you create a really good one.