What is branding?
The perceived emotional corporate image as a whole.
Everything a company does, everything it owns and
everything it produces should reflect the values and
aims of the business as a whole.
Not a Few elements – some colors , some fonts, a logo, a
It is the consistency of this core idea that makes
up the company, driving it, showing what it stands
for, what it believes in and why they exist.
What is identity ?
The visual aspects that form part of the overall brand.
A Logo (The symbol of the entire identity & brand).
Stationery (Letterhead + business card + envelopes, etc.).
Collateral Marketing (Flyers, brochures, books, websites, etc.).
Products & Packaging (Products sold and the packaging in which
they come in) .
Apparel Design (Tangible clothing items that are worn by employees).
Signage (Interior & exterior design).
Messages & Actions (Messages conveyed via indirect or direct
modes of communication).
Other Communication (Audio, smell, touch, etc.).
Anything visual that represents the business.
What is a logo ?
A logo is for… identification. Like people
A logo identifies a business in its simplest form via the
use of a mark or icon.
To understand what a logo is, we must first understand
what it is for.
R E D
Action, Adventure, Aggressive, Blood,
Danger, Drive, Energy, Excitement, Love.
P I N K
Appreciation, Delicate, Femininity, Floral,
Gentle, Girly, Romantic, Soft and Tranquil.
O R A N G E
Creativity, Enthusiasm, Fun, High-Spirited
Y E L L O W
Caution, Cheerful, Curiosity, Happiness,
Joy, Playful, Positivism, Sunshine and
G R E E N
Crisp, Environmental, Fresh, Harmony,
Health, Healing, Money, Nature and
B L U E
Authority, Calm, Confidence, Established,
Loyalty, Power, Success, Secure and
B R O W N
Calmness, Depth, Earth, Natural,
Simplicity, Serious, Subtle, and Woodsy.
B L A C K
Authority, Bold, Classic, Formality, Mystery,
Secrecy, Serious and Tradition.
W H I T E
Cleanliness, Peace, Purity, Refined,
Simplicity, Surrender and Truthfulness.
HOW MANY COLORS WE HAVE ?
100 X 100 X 100 X 100 =100000000
Don’t use too many fonts or weights (two maximum). Don’t use
predictable, crazy, or ultra thin fonts.
Poor font choice
All fonts have their own personality .
Relying on special effects or color
work in black and white first and then add the special effects or
Using raster images
A logo should be designed in a vector graphics program such as
Adobe Illustrator to ensure that the final logo can be scaled to any
size, enabling the logo to be applied easily to other media.
Settling for a monogram
One of the more common mistakes of the amateur logo designer
is trying to create a monogram out of the business’ initials
(Bob’s Hardware would become a logo made out of B & H).
Copying, stealing, or borrowing design
A designer sees an idea that he likes, does a quick mirror, color
swap, or word change, and then say “it’s my idea”.
Not cleaning up logo files
Take note of the hidden wave in this logo design.
Not delivering correct files to client
Delivering the right files to your client is one way to ensure that
your client never comes back asking for revisions or different
versions of a logo.
What Is A Design Brief?
A design brief should primarily focus on the results and
outcomes of the design and the business objectives of the
How To Write An Effective Design Brief?
provide as much detail as possible! This does not mean one
What does your business do?
What does your company / organization do?
What is your company’s history?
What are the goals? Why?
Are you trying to sell more products or get awareness of your
product / service?
Do you want to completely reinvent yourself or are you simply
updating your promotional material?
Tip: You should also provide old promotional material to assist
Who is the target market?
the age, gender, income, tastes, views, attitudes, employment,
geography, lifestyle of those you want to reach.
What are the specifications?
What size is the design going to be?
Where is it going to be printed / used?
The web, business cards, stationery, on your car?
What other information should the designer know in regards to
Have you got a benchmark in mind?
example the customer like and dislike
Do you have any More Tips
of what should be in
a Design Brief?