Designing A Brand Identity Is Designing The Personality Of
Your brand identity is what fabricates the bond between you and your customers, builds brand loyalty, and determines how your brand is perceived. Before you begin creating design assets such as websites, print design, and marketing materials, you need to secure the building blocks of your brand identity. The fundamental design elements needed to develop a brand identity or “brand package”, are a Logo, brand colours, and typography.
Your logo design is the foundation of your brand identity, a visual symbol that represents your business and its vision. When considering logo designs for your new brand you should aim for simple, versatile, appropriate, and don’t necessarily worry about being too literal.
Using colour theory when designing a brand identity has the power to influence emotional connection to the brand. A quick example of this would be how a feminine brand identity may use pink in its designs whereas gold is associated more so with luxury brands.
Typefaces and fonts are a huge part of your brand’s visual identity. Basic typography categories are Serif, Sans-Serif, Script, Hand Written, & Slab Serif.
Similar to a brand’s colour choice, you are able to convey personality through typography and letterform. For example, a Sans-serif typeface will provide your brand identity with a contemporary, minimal, & modern design feeling. A design using a Serif typeface will offer a more traditional or elegant mood.
A Logo guide isn’t the only thing to consider when designing a brand identity. It’s a good starting point however and is definitely needed before you can begin designing a website or creating brand assets & marketing materials.
Other things to acknowledge while branding yourself are your mission, values, position, purpose, brand voice, tone, & feel.
Plan your brand guidelines, and remain consistent with them. In turn, your branding will be more memorable and trustworthy in the eyes of your target audience.