The Top 10 Reasons to Rebrand
What does it mean to rebrand? Rebranding means changing the corporate image of your business, there are many reasons for […]
Read moreLogo and Branding Design
Your company brand is key to attracting the customers you want, so it needs to say the right things, in the right way. Professional logo and branding designers ready to discuss your design brief. Call us today on 01908 265055
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We can take care of your entire branding design process.
Getting in the room with your audience.
‘Branding design’ is a much mis-used term – often used to describe a simple logo design project.
But branding design is in fact a much more involved process, bringing together many seemingly separate elements to present a cohesive message across a multitude of media, from printed brochures, to websites, to exhibition stands and interior design.
The separate elements within this system that need consideration are:
- The logo
- Visual identity
- Brand identity
Carry on reading for a breakdown of the separate parts of Branding design.
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Brand identity
Who you are, deep down.
- In short, your brand identity is your business’s personality – it’s how your customers feel when they interact with your products or services.
- So before anything else, you need to figure out who you are, what you stand for, what you offer, and how you’re going to talk about it – this is your brand.
- You then need to decide who your target audience is.
- Then you can build an effective brand identity by bringing together a logo, colours, shapes, patterns, textures, fonts, photography, illustration, iconography, video, motion, sound, style, layout, and tone of voice… to elicit the desired emotional response from your target audience.
Logo design
A hook to hang your brand on.
- Any visual identity should start right here, with the design of the logo.
- A logo is a simple visual memory hook for a business, product, service, or even an individual. Its job is to represent the business name and product/service in an instant, without any lengthy explanations, in order to quickly catch the eye of customers in a very noisy marketplace.
- It should be as simple as possible, for the quickest recognition possible. It does not have to completely represent the product/services on offer, but should have some associated elements (no use using blues for a heating specialist!).
- A good logo should be unusual in it’s industry – if it’s like every other logo then how are you going to stand out? Also having a back story, or several levels to the design can create great introduction opportunities – people ask about the unusual name or design, which then gives you an opportunity to start a conversation.
- A great logo should also last the test of time… Nike’s tick has had very minor updates in its 52 year history!*
*At time of writing. The Nike Swoosh designed by Student
Carolyn Davidson in 1971
Visual identity
Your business’s wardrobe.
- Just what it says on the tin – a visual identity is what a business looks like. Using colours, shapes, textures, fonts, and images, a visual identity is a signature layout style that visually identifies the business, product or service, represents its values and promotes its tone of voice.
- Getting this right is key as, if you look wrong, you’ll miss your target audience regardless of the strength of the message: older generations will naturally gravitate to more traditional styles, whilst the younger generations will be attracted to the fashions of the moment.
- Colour and style cues should be taken from the logo, to create a complimentary or contrasting style, depending on the desired tone of voice.
Other things to consider for an evolving world
A brand should never stand still – make sure you stay upto date.
- In today’s multi-disciplined world, a successful brand identity needs to work well in a digital space. Think about custom icon sets, and how the logo, or parts of, could work as a social media avatar.
- Don’t discount your sonic branding: while digital media opens up plenty of motion opportunities, music and sound are also very powerful tools for audience connection.
- And there is the often maligned spectre of AI art… still an emerging discipline that is dividing the creative industry, but the potential for its use alongside traditional creative methods is huge – prototyping, quick visualisation, version generation…
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Jan '21Brand Guidelines
A company’s brand is essentially its personality and in much the same way that a personality dictates who a person […]
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Jun '17Logo Design Ideas: What Makes A Great Logo?
A company logo is often one of the most recognisable elements of a business’s brand identity, so it’s really important […]
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