Brand Design is one of the most crucial facets of the overall branding process and its strategic features make the company carve a distinctive identity in the marketplace having an emotional connection with the target audience.
During the process of Brand Design, it is necessary to channelize the time, energy, focus, and creativity in the proper direction to get the desired result matching the particular needs of the specific project
7 Initial Tips on Brand Design
1. Stay Classic
Staying classic in the nature of designing the brand doesn’t mean going old school or doing away from the modern and contemporary elements but having the designs that are foregoing trends and remain evergreen amidst the changing dynamics of the industry having a lasting impact on the market and consumers.
2. Match it with the values of the company
The main motto of the Brand Design is to complement and match with the values and objectives of the company. The logo and the related mascots of the Brand Design are usually accompanied with the mission and vision statement of the organization; hence, it is vital that the design should be well aligned with the same.
3. Avoid the confusion
Though it is not intentional, at times we tend to confuse the design elements with the business other than ours and it mainly occurs due to lack of focus and clarity from the clients as well as the agency side. The solution to this problem is having the well-defined purpose of the Brand Design with the clear and honest lowdown about the brand and company values to the agency to accomplish the desired outcome.
Nowadays, there are more than one media platforms that work as the marketing and promotional tools to showcase the products and services of the company. Right from print advertisements, websites, social media, digital marketing, banners, hoardings, billboards to television and more; the Brand Design should be versatile in nature to blend well and adapt with the aforementioned media channels.
5. Opt for not more than two colours
It is imperative for the logo with the related typography and mascots to register quickly in the minds of the target audience having a strong recall factor. Thus, it is important to stick to no more than two colours barring black and white for easy psychological registration and recall factor.
6. Less is always more
Following the minimalistic rule of the design principles, less is always more whilst the designing process of the brand including logo, tagline, and other related branding and promotional material as it ensures a long-term impact, recall factor, and an edge over the competition.
7. Have an everlasting name
Always remember that the name of the brand remains for the lifetime even after the business has shut down its operations, hence, it signifies that the brand name selected should not only be in line with the values and goals of the business but should be attractive, catchy, and holds a significant meaning to it.
8. The motto should be short and crisp
Taking a cue from the respective mottos of Nike and McDonald’s that reads ‘Just do it’ and ‘I am loving it’, the brand motto or the tagline that is evident below the logo should not be more than seven words and should be in harmony with the logo along with being short and crisp.
7. Leave breathing space
To maintain the design aesthetics and let the logo be clearly visible, it is mandatory to leave enough breathing space in the creative’s and select the colour tones and typography that are classy and avoid the clutter.
The process of Brand Design
Brand Design is a two-way process with the client side and agency side involved equally sharing the responsibilities to get the required results that are beneficial for the company. The agency has to ask questions and clear all the queries that arise at the start and during the design process, define the creative problems, and visualize and come up with the solutions.
Brand and marketing managers of the company, on the other hand, has to provide all the requested information to the agency in the clear, timely, and honest manner. Both the parties have to work in a cohesive manner and brainstorm the ideas for the Brand Design.
1. Structure of the entire process
The framework of the entire design process needs to be structured in an organized method with the company giving the design brief to the agency and the agency chalking out the entire plan and timeframe of presenting the deliverables such as logo, tagline, business card, corporate correspondence documents, and creative’s of brochures, leaflets, hoardings, and billboards amongst others by optimally utilizing the resources and budget provided by the company.
2. Competitive Research
Before initiating the design process, it is important to conduct the primary and secondary research of the competitive brands in the market and understand their design ideologies, approach, and the strategy to have an edge over them when the Brand Design is presented and communicated to the market and consumers.
3. The harness on the creativity
There are many brands in the market but very few are able to have an impact on their designs and the rest fail due to the lack of creativity. Hence, the agency needs to come up with out-of-the-box ideas, groundbreaking strategies, and the novel design concepts to impress the management of the company along with the target audience.
4. Understand the business goals and brand personality
As mentioned earlier that the Brand Design should complement the goals and values of the company and hence it is essential to understand the nature of the business, vision, mission, and the overall personality of the brand.
5. Words before the visual images
It is important for an agency to understand to brainstorm and come up with the tone of voice, language, and the play of words before starting with the designing process as the content is always the king and leads the way forward for the logo, typography, mascot, and the designing of other creative’s.
6. Style Guidelines
Once the entire Brand Design is in place followed by the required approvals and formats required, the agency has to present and brief upon the style guidelines to the company representatives on the logo usage rules, layout guidelines, design templates, colour palette, the system of the typeface, and other related in-depth rules. It exists so that others can create marketing collaterals having a cohesive look and tone.