Introduction
How can one help one’s brand survive in the competitive market? The answer is “By making it visible.” Whether you promote your personal brand or a company, your task is to make the audience remember and recognize it among others. Brand identity consists of a variety of elements, and visual representation is one of them. So, what are the visual elements of a brand, and how can professional design help your business gain success? Let’s find it out! Cover photo by Brands&People.
The Role of Design in Brand Identity Formation
Design is the silent ambassador of your brand. It communicates its values and promises to the consumers without saying a word. Besides, it can make your brand stand out from competitors, boost recognition, and foster customer loyalty.
For example, Twitter’s bird logo and IKEA’s use of minimalist design have made these companies easily recognizable. Furthermore, good design simplifies complex information and makes it easier for your target audience to understand what you offer them.
Best Design Tips for the Creation of Strong Brand Identity
- Before you start designing, understand your brand’s values and target audience. Think of what interests your audience, what makes them excited, and what their pains are.
- Keep the design simple. Abundance of shapes, colors, and fonts can make the client feel confused and lost. There should be one main element that attracts the attention and embodies your brand.
- Create a scalable and versatile logo that is relevant to your brand. It should be the first thing your clients recognize wherever they see it.
- Choose a color palette that resonates with your brand values and audience. Think of the emotions each color can evoke in people and choose those you want your brand to evoke in them. Try to limit the number of colors to three, one of them being the main one.
- Your images and graphics should be of high quality. Whether you use illustrations, icons, or photographs, ensure they complement each other and your brand style.
- Pay attention to the layout of your website and promotional materials. The right use of space and positioning can attract the viewer’s attention to the right information.
- Maintain consistency across all platforms and mediums, from your website to print materials.
- Over time, don’t be afraid to update your visual identity to stay relevant. However, ensure your brand’s core values and identity remain recognizable.
Visual Aspects of Brand Identity
As we have discussed some secrets of effective brand design, let’s have a detailed look at its key elements:
- Brand name is the first thing the consumer learns about your business. A well-chosen name conveys the brand’s mission, values, personality, and even its market niche. For example, names like “Apple” or “Amazon” are not just easy to remember but also evoke specific associations.
- A logo is a symbol that represents the brand. An effective logo is simple yet memorable and clearly represents the brand’s core values and personality. Nike’s swoosh is recognized worldwide and instantly connects consumers to the notions of athleticism and innovation.
- Colors play a psychological role in branding, and they evoke certain emotions and reactions. For example, Coca-Cola’s use of red signifies excitement and energy, while the green in Starbucks’ logo evokes feelings of calm and sustainability. A well-thought-out palette can improve brand recognition by up to 80%.
- Shapes influence how the brand is perceived. Rounded shapes convey approachability and friendliness, while angular ones are associated with stability and reliability. This element is most important for logo design, but it is also widely used in product packaging, website layout, and other visual representations.
- Imagery includes photos, illustrations, and other elements that brands use to present their stories, moods, or messages. For instance, Patagonia often uses imagery related to nature and adventure, which presents it as an eco-friendly outdoor brand.
- Typography involves the fonts and styles used in any textual elements of the brand. Serif fonts often convey a sense of tradition and reliability, which makes them suitable for financial institutions, while sans-serif fonts appear more modern and are often used by tech companies.
Case Study: Lawrina
Lawrina Templates, which can be found at this web address — lawrina.org/templates/, is a platform offering users a variety of legal templates they can use for their legal matters. The website of Lawrina Templates has a minimalist design that demonstrates the key values of the company: simplicity and relevance.
The brand name, “Lawrina Templates,” is both descriptive and straightforward. It conveys the primary offering of the website — templates for legal documents. This name immediately communicates the company’s value to the audience. The company’s logo is simplistic yet recognizable. White, gray, and lilac colors and a combination of rectangular and square shapes within the website layout create an organized and structured atmosphere vital in the legal world. Besides, such a minimalistic design is quite appealing to modern people as it is associated with professionalism.
Conclusion
If you start building your brand, it may be difficult to imagine what it should look like. However, step by step, by adding new visual elements, you will finally create a solid portrait of your business. Remember that the most important thing is to create designs that would echo your brand’s values and philosophy. Make them minimalist but relevant and meaningful, just like anything else in your life.