Giving your graphic designs a unique brand identity.
Before designing any graphics, whether printed or digitally viewed we use branding as a guide throughout the design process. Creating a recognizable brand throughout your graphics can help immensly in making a lasting impression on your audience. Ultimately this leads to your graphics becoming a recognizable brand wherever they may appear. A brand is created when certain factors work together to give off a consistent impression on its viewer. The result is an association to the product behind the brand. Coca Cola is probably the most recognizable brand in the world. Wherever you go in the world chances are the people there can identify the coca cola logo whether they read english or not. Let's break down which factors are involved in designing a brand and see how we incorporate these factors when designing graphics, whatever they may be.
Whatever your brand is or isn't it should almost always have a name. Without a name we just wouldn't know how to identify you or your product. It isn't any bit important what the name is as long as there is one to be identified with. Your personality, your look, your behaviors all are a part of your brand. And how do we identify your brand? with your name. So whether you are promoting an event, a product, business, or website, let's make sure you have a name which with to be identified with.
An important part of any brand's name is the color scheme used in corolation with the brand. For instance, Coca Cola uses red and white as its identity. Facebook uses its particular shade of blue as its identifying color. Its a known fact that colors can incite certain emotions in their viewer and this may something to look into if you want to be precise. However, it is more important that the colors you choose are able to work together without offending the eyes of its viewers. What are you trying to portray with you designs? relaxation? happiness? excitement? choosing the right colors can have a large effect on how your message is recieved and how your brand is recognized and identified. As the graphic designers, we go ahead and choose a color scheme, if needed, that best represents your intended message. It is most important, that once we have our chosen color scheme, to remain consistent throughout all of our designs to ensure recognition from our audience. As a rule of thumb, less is more. Not always, but majority of the time, keeping it simple will have higher chance of branding recognition. Think of it as less information for the mind to collectively remember.
Every brand has a certain signature style associated with it. This can be either completely original or among better known styles like vintage, elegant, urban, or minimilistic. Like colors, all style instill certain images and emotions within the viewer. Most designers and artists have a certain style to their creations. It's a part of their signature brand and it is what people appreciate about their art and creations. Whatever the style is, it's important to develop one and remain consistent wherever the same message is being expressed.
Possibly the most recognized part of a brand is the logo. The logo encompasses all of the brand's signatures. Read more about our logo design process by going to our logo design section.
A slogan can add alot to a brand's recognition and impression. Nike's "Just do it" is a perfect example of a slogan being recognized world wide as being a representation of nike. Along with their checkmark logo you can't mistake that stamp with any other brand out there. This is what we try to create when working on a signature slogan to go along with the graphically designed brand. This isn't required and may not be appropriate in all situations but when it is, it is definitely a useful tool to develop and utilize.
Some other factors may be involved in our process of developing a brand for our clients designs. Font type and shape associations are just two additional factors which can play a role in brand recognition and design. However, the above are the most common guidelines used by us
Everywhere you turn today, you are looking at well thought out, and developed graphic designs created to instill specific emotions and thoughts in the viewing public. Some graphics target specific groups of people while many are aimed at being received by everyone. Some examples of graphic designs we take for granted are road signs, bathroom signs, press and play icons, and many more. These, for example, have been designed to ensure that their simplistic design be received by most people at an instant glance. Because many of us have been raised in western countries , we don't take into account that these signs are only familiar to us because we have been surrounded by them all of our lives. Most importantly, however, is that if we were to introduce many of these graphics to a complete stranger who has never been surrounded like we have, many of them will be able to figure out what the definition of the graphic or sign is. That concept is a crucial piece when beginning any design at Design and Marceting. We think of what exactly we are trying to say with each individual graphic and then begin to work our way up from there.