How to build your brand identity: Part 3(Final)
Brand design isn’t all about design. In part 1 & 2, I covered the part which is non visual and this covers the visual aspect of brand design.
It is fun to create an identity.
It is more fun when you have ideas to play around with.
But this is difficult for some non-designers because they can’t put down exactly what they want.
This is why it necessary to let a designer do design and a writer, write.
The visual aspect of brand identity design is also called Visual Identity Design.
It brings your brand to life visually! It consists of elements like your logo, typography, color palette and imagery.
Visual identity design creates a bridge between the gap of emotion and logic in the audience mind.
It takes your brand DNA, your brand archetype, your brand voice and tone into consideration, releasing something that represents exactly those.
In general, here are what you need to have to create a visual identity:
A Logo
It is the visual focal point of your brand. It should be timeless, memorable, and representative of your brand personality.
The Nike logo doesn’t say anything about shoes. The Apple logo doesn’t say anything about gadgets. The google logo doesn’t say anything about a search engine. The Intel logo doesn’t say anything about chips.
The point I’m making is, as much as you want to represent what you do or use in our business, you should also try to make it timeless like the above-mentioned brands.
Typography
Typography is a language.
Bold typography can be used to signify danger as well as make statements that cause thoughts to fly around.
Typography is a broad topic to cover and we have designers that specialize in creating typefaces.
In storytelling, color often sets the initial mood, but typography brings the words to life. The fonts chosen can convey various emotions and meanings.
Color Palette
Color is a language.
Color is a powerful communication tool and can be used to signal action, influence moods, and provoke psychological reactions.
Understanding how to use colors requires that you understand color psychology (you can find that here).
Colors play an important role in communication, and how the information communicated is received by the audience and how it is perceived by the audience depends on their culture.
Imagery
It is the image you enable your audience to create about you.
Using stock photos for a personal brand more than your own photos doesn’t make sense, as it is a personal brand.
For a corporate identity, using stock images has become the standard that most brands strive for. Using brand photography connects with the audience more. It shows you care.
We all want and crave brands that care.
Be one of those brands.
Thank you for following through with the series.
What did you learn about brand identities?
