Brand Identity Design

Your business’s brand identity design is a key aspect of your overall brand. Your identity is how you are recognized and differentiated from your competition. It’s who or what your business is. It’s important to get this right.

Table of Contents

Elements of a Brand Identity

Brand Colors

brand colors

One of the most effective elements of your brand identity are the colors. Colors can communicate information about your brand. For example the color green could communicate that your brand is environmentally friendly. The colors black or gold could communicate luxury. Some believe colors can also motivate certain emotions or feelings. Check out this short color identity quiz we created to test how well you can identify brands from just their colors.

Logo Design

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Many people believe that a good logo design is everything you need for branding. While your logo is extremely important, this couldn’t be farther from the truth. Your logo is just one aspect of your brand identity, and your brand identity is just one aspect of your overall brand. That being said, your logo is extremely crucial. It is very important to get this right. Your logo is the primary form of identification and differentiation. It’s the main element that sets you apart from others. It should be unique and memorable. It should reflect your brands personality. Your logo should be simple and versatile. It should be easily legible and clean. It’s important that your logo is easily remembered and this is best achieved by keeping it as simple as possible while making certain that it is still unique.


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Your brand should use a minimum set of fonts. I would suggest no more than two or three font families. Each font family usually has different styles such as bold, italic, etc. Two or three would offer plenty of variety for your brand. Your brands typeface should reflect your brands personality. If your brand is exciting and adventurist, you would want to use typefaces that reflect that. If your brand is professional and serious, your typeface should also reflect that. Brand Identity Design is all about creating an identity that represents your brand persona.

Packaging Design

package and brand identity design

If you are selling a product, you will want to make sure the packaging design is in line with your brand. When it comes to products, branding can be handled a couple different ways. The product could be branded independently of the companies brand, with a brand of its own.. or it could be branded in line with the company. Either way it is important that the packaging reflects the brand. This is the first thing a customer will see when they consider buying your product and you want to make sure that your targeted customer experiences everything that your brand is designed to portray. Here is an example of a project where packaging design was a key factor.

Brand Stationery Design

business card design

Another important element of a brand identity design is your companies stationery materials. Letterhead, business cards, envelopes, all should reflect your brand. These items are all viewed by your customers, both potential and current as well as other entities that you do business with.

Brand Imagery

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As with every other item on this list, the images you use need to reflect your brands image. This could mean just using black and white imagery, or using images with bright colors. It could mean lots of smiling people, or it could be happy children playing outside. Whether its people, machines, landscapes, images are a very good tool to communicate your brands personality. There are several places you can get images to use. One place that I prefer is unsplash.

Brand Identity Design Summary

This is just some of the possible elements of a brand identity. If you want to read a bit more, we have several articles about elements of a successful brand identity. Read this article if you want to know more about the strategy behind branding and identity design. If you take away anything from this article take this. Branding is a valuable but complex process that every business should consider. It is a way to define who your customers are and create a relationship with them that leads to increased customer satisfaction, loyalty and sales.

If you would like to know more about how branding and identity design can help you, fee free to contact us for more information or a quote. We would be happy to help.

Happy Branding!

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