In the modern business world, it has never been more important to have a strong brand that can quickly and easily be identified by potential customers. One of the most important elements of any successful brand identity is its design. A great design should be more than just attractive to the eye – it should also be adapted to convey key aspects of the brand to customers, demonstrating the values, purpose, and mission of the business in an instant.
The power of visual design is something that should not be underestimated or overlooked, and so for businesses that are looking to enhance their existing brand identity or create a strong design from scratch, there are a range of considerations that need to be taken into account. In this article, we look at the importance of design in brand identity, as well as a range of strategies for leveraging design to create a visual identity that reflects the essence of a brand.
What Is Design in Brand Identity?
Design in brand identity refers to the visual representation of a business, including all of the graphical elements that make up its logo, color palette, typography, and more. In order to create a cohesive brand identity, every design element should reflect the company’s values, goals and mission. From the shape of the logo, to the type of font used, to the color palette and imagery chosen; all of these things combine to create a unique and instantly recognizable design that customers can associate with the brand.
The Evolution of Visual Identity
Businesses have been using design to communicate the key qualities of their brand since the very start of their formation and this is something that has only become more important in today’s digital world. In the past, advertising relied heavily on copy and placement to grab attention, whereas today companies are increasingly using design elements and compelling visuals to stand out from their competitors. With every single design element being scrutinized and analyzed for a communicative or connotative message, businesses are having to rethink their approach to design and visuals in order to create memorable and distinctive brand identities.
The Challenges of Visual Identity
Of course, creating great design is not always easy and often takes a lot of trial and error to get it right. There are a range of challenges that businesses have to face when creating a design which accurately and effectively conveys their brand values.
Firstly, there is a need to ensure that the design resonates with the customer base. Companies often have to consider the best way to market their product or service to a diverse range of customer profiles, meaning that the design needs to appeal to all. This can be a particular challenge for global companies who are looking to target audiences located in different countries or local areas with varying tastes and styles.
Secondly, a brand design can quickly become outdated or irrelevant as trends and popular tastes change. It is therefore important for businesses to assess the success of their current design and make any necessary updates to ensure it reflects the values, ideas, and mission of the company in the present and the future.
Tips for Achieving Great Visual Identity
Now that we’ve established why design is so important in brand identity and the challenges faced when creating a great design, let’s take a look at some tips and strategies that businesses can use to create a standout visual identity.
• Understand Your Brand Story: The first step to creating an effective design is to fully understand the brand itself – this means researching its mission, values, goals and unique selling points. This will enable the design team to create a design that accurately reflects the essence of the business and resonates with the target audience.
• Study Your Competitors: It can be useful to analyze the designs of competitors in order to gain insight into what works and what doesn’t. While it is important to remain unique and not to copy other companies, it is possible to find inspiration from the way in which other brands have designed their visual identity.
• Leverage New Technology: Technology plays a huge part in the visual identity process and there are a range of new tools and techniques that businesses can use to create high-quality and effective designs. Platforms such as Adobe Creative Cloud and Sketch are used by many leading brands to create original designs with unique elements, such as illustrations and typography, that help to differentiate them from competitors.
• Choose a Brand Color Scheme: Color plays a huge part in visual identity and so it is important to choose a palette that accurately reflects the brand. It is advisable to select only 3-4 colors that can be used in all design work and marketing materials, in order to create consistency and a recognizable visual identity.
• Create a Consistent Brand Logo: The brand logo is the most important visual element of any great design and so it is important to get it right. It should be a simple, but distinctive design that can be easily remembered by customers. If you’re having trouble creating the perfect logo, then make use of the many logo design platforms available such as Logojoy, Squarespace, and Tailor Brands.
• Use Consistent Typography: As with colors, it is important to have consistency when it comes to typography. While businesses can change the font used for certain elements of the design, an overall font should be chosen for use in all materials in order to maintain uniformity and reiterate the brand’s identity.
Ultimately, the importance of design in brand identity should not be overlooked. For businesses that want to boost their competitive edge, a great design is essential in order to quickly and easily communicate the mission and values of the company to potential customers. To achieve the desired look, businesses must strive to understand their brand story, study competitors, and make use of the latest technology and platforms. Furthermore, they must adhere to a consistent color scheme and typography, as well as create a memorable logo to use in all materials.
Employing these techniques, businesses can confidently create a design that matches the company’s brand identity while also resonating with their target audience.
