Brand Identity

Each of these aspects isn’t just for pleasing the eyes. There is a certain goal that drives a label to pick blue instead of red, for example. Every design style carries a specific message that makes up the whole brand identity. When the strategy runs for long enough, the business expects it to stick in people’s minds. As a result, they will shortly call the label name once its logo emerges.

Think about Nike, a famous global sportswear brand. Its brand identity is among the most successful thanks to its swoosh logo with black-and-white background colour. Such a method introduces and reinforces its personality, which is closely related to simplicity and elegance. Find out more about the topic in the paragraphs that follow!

What is brand identity? 

Brand identity is how a business uses visual and verbal elements to tell about its values and uniqueness to target audiences. The identity is important to embed certain positive views about the business into every person who sees it for long enough. Crafting a strong label is necessary to amplify its awareness and will work out optimally in the long run. 

If you are aware enough, every line has its own visual and verbal representations. Let’s say two companies might have the same colour “blue”. However, one firm mixes blue with bold letters, while the other uses blue with small letters. Such a simple difference is already significant for those who pay attention. 

Visual elements of a brand identity

Every designer should think about how to convey a brand identity through its proper visual elements. The aspects align with the targeted customers, hence making it quicker for them to remember the label in the long run. For example, your firm works in beauty products that target Gen Z customers.

Your design concept should prefer to use bold colours with minimalist typography that suits the characteristics of the potential buyers. Most of them are generally brave, fun, and easy-going. Therefore, the elements need to translate the vibes into some aesthetic visuals. Below are the details of each of the aspects:

Logo

A logo encapsulates the whole brand identity. It speaks volumes about the label’s message, promise, and value. A strong and unique logo should look simple and attractive. The two traits will create lasting impressions for the viewers. Another common rule is that the logo should be timeless. Make sure it will remain relevant in the next few years.

Don’t hesitate to play around with the logo picture. For example, the Apple logo derives from a bitten apple. After that, the firm experiments with the picture in terms of design style and shape. The two later well reflect the brand's values that focus on function and beauty in its simplicity.

Typography

Typography in brand identity refers to the font type that will appear in all product packaging and promotional materials. Four font types will convey the values of a business. Be careful when picking one because it will strengthen or weaken the line’s logo in the minds of the viewers.

1. Serif fonts

The first is Serif fonts, such as Times New Roman or Garamond. Use the classic font when you wish to convey your brand as one that’s reliable and conventional. The characteristics should apply well to all brands regardless of their business lines, ranging from clothing to insurance products or services.

2. Sans serif fonts

Examples of Sans serif fonts are Helvetica and Franklin Gothic. They have fine edges and a lack of “feet”, as seen in Serif fonts. The fonts appear more modern and thus become the perfect choice for brands wishing to look like that. Have some variations of the fonts that will appear in diverse promotional materials.

3. Script typography

If you wish to create a personalised and exclusive brand identity, this one suits your preference. Fonts, such as Allura or Pacifico, enhance the label’s luxury vibe. They draw inspiration from cursive handwriting that captures the strong spirit behind every work. Therefore, the fonts are more proper for customised products, like wedding gowns or tailored suits.

4. Display fonts

Display fonts are the experimental types that contain peculiar elements, like odd letter shapes and hand-drawn edges. The purpose of this type is to grab people’s attention. You can choose this to bring forward your brand identity as bold and powerful.

Colour palette

Colour is part of a brand identity that is closely tied to viewers' psychological perceptions. Pick one colour that best conveys the feeling your business wishes to produce in the minds of the customers. For example, blue is identical to cheerful and calm feelings. It is also quite versatile, which allows your line to use it to reach a wide demographic, not just a specific age range.

Shape

Shape plays a vital role in generating certain reactions from targeted customers. In general, three forms lay the grounds for any labels to later produce logos that suit their values. Each of the shapes delivers specific feelings that viewers usually catch at once. Check them out below!

• Round shapes

Common examples of these shapes are circles, ovals, and ellipses. Using the forms crafts a brand identity that wants to show love and bond. The perceptions may arise from the smooth and unstoppable lines that make up the shapes. In addition to business lines, they are perfect for communities or organisations.

• Straight-edged shapes

Think about squares, rectangles, and triangles. Those line forms reflect companies’ values on power and reliability. However, you will need to combine the shapes with bright colours or unique fonts to prevent the brands from feeling too old-fashioned or too stiff. If you just focus on the straight-edged shapes, the labels can’t easily connect with the viewers.

• Straight lines

Straight lines consist of vertical and horizontal ones. Vertical lines may be identical in stability and energy. At the same time, the horizontal ones suggest tranquillity and dynamism. Be playful with the lines according to what your brand identity hopes to emerge. Combine it with the previous elements for the overall design styles across promotional materials, from packaging to social media posts.