2017-10-03 23:30:08
How to do Visual Branding
Many people think visual branding is as simple as choosing a color palette that works well with a set of fonts and having someone design a logo. Unfortunately, that's far from the case. Coming up with an effective visual branding strategy requires several steps.
1- Research and Vision
Research and vision will drive the rest of the brand’s concept home. This is the most complicated part of visual branding, and it needs to be the most thorough aspect as well. You'll want to consider the following questions during this stage:
- How is your brand perceived against competitors? What will set you apart?
- What values/beliefs does the company have? This question is good for figuring out the language you should use, your slogans, etc.
- Who is your audience? Target customer?
As far as visual branding goes, the last question is probably the most important question to explore. This will really dictate where you should cater your designs.
2- Logo and Identity System
An identity system forms a systematic visual language around the logo- one that complements the thought process behind the logo's design and offers a variety of useful elements that can be used to help design marketing and business collateral.
Your logo design should follow these five principles: simple, memorable, timeless, versatile, and appropriate. The direction of your logo is dictated by the research process and completed in collaboration with a good designer.
Your identity system follows the logo. This is when the color palette, fonts, and other design elements you want associated with your brand comes in.
3- The Style Guidelines
It's the Bible of your company's brand. Everything about your brand usage should be detailed in your style guide. It may seem trivial to you to change the size of a brand's logo to 50 pixels wide when their style guide dictates it should never be less than 100 pixels wide.
Having a style guide is especially crucial if you work with an outside source for anything visually related. This is how you continue to implement a strong brand and maintain a cohesive look and voice. Some style guides are pages and pages long, but those are for huge corporations. Small companies really only need 1-3 pages depending on how much you've developed your brand.
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