Designing Brand Identity: An Essential Guide for the Whole Branding Team

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If you're designing for a client, freelance designer Katie Cooper recommends you ask your clients these brand discovery questions to better understand their brand goals and personality:

Every font has design elements that contribute to a different aesthetic. As a result, different fonts evoke distinctive personalities. For example, script-style fonts add a homemade, personal feel to a brand, while serifs appear crisp and professional. The good news is diverse fonts are accessible and often free, allowing you to mix and match before finding the right combination for your brand. Colors With newer brands, it’s generally best to avoid a brandmark logo, as people won’t yet associate a pictorial representation with the company. From there, you’ll want to ensure that the company logo design creates the proper mood for the brand. Consider the iconography you want to use, the logos of competitors, and the longevity of the logo. Designing your brand identity Your brand identity is made of many elements. Gaea brand identity designed by Yokaona The typefaces used, along with how each one should be used. For example, it’s important to spell out which fonts should be used for headings vs. body text, the sizes, and styles to be used, etc.Logos are one of the few design elements of a company that should rarely change. Consider the logo of Stella Artois, for example; it’s remained largely unchanged since the mid-1300s. Your brand design is the embodiment of your brand’s positionality, personality, and flair. From the fonts you use to the colors in your advertisements, every design element must align with and accentuate the company’s mission. These elements are what define your brand, and before you start building your brand identity, it’s important you have a clear understanding of each.

The typography you choose will say a lot about your brand, so choose your fonts wisely. Color palette A brand guide with brand colors by ludibes If you’re having trouble figuring out who exactly you are, don’t sweat it. Sometimes, all you need is a simple brainstorm to help you get clarity on who you are as a brand.

What are the different elements of brand design?

Orange: Orange is another high-energy color and is great if you want to appear friendly and playful. It’s used less commonly than red, so will also make you stand out. Illustrations can be a graphic interpretation of text, a process, a message, or a concept. These design elements add individuality, context, and uniqueness to your brand. Your mission statement is a short paragraph that explains why your brand exists, what its overall purpose is, and the goal of its operations. This should act as the core philosophy of your brand, its messaging, and its design.