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How To Design a Brand Identity
The document outlines the importance of creating a comprehensive brand identity system beyond just a logo for large organizations. It details the phases of logo and identity design, including the creation of a design brief, logo concept development, and the formulation of brand style guidelines. Additionally, it emphasizes the necessity of ongoing monitoring and potential rebranding as market conditions change.
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How To Design a Brand Identity
- 2. You probably knowthat one of the most interesting projects that a graphic designer can take on is designing a logo.
- 3. However, most ofthe time, a logo is not enough. Large organizations with layers of management require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand.
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- 5. BRAND A Brand(or Branding) refers to the perceived image and subsequent emotional response to a company, its products and services.
- 6. IDENTITY Describes thevisual devices used to represent the company. Identity systems is a visual components package that is paired with style guidelines and used as a framework to ensure the corporate image is cohesive and consistent.
- 7. LOGO Is thecentral, identifiable visual element that helps customers discover, share and remember a company's brand. It usually takes the form of an icon (mark or symbol), logotype, or combination of the two.
- 8. 5 PRINCIPLES OF EFFECTIVE LOGODESIGN SIMPLE MEMORABLE TIMELESS VERSATILE APPROPIATE
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- 11. This phase shouldbe as thorough as required. It’s the most crucial part of the overall process, and should result in a design brief that guides the rest of the project.
- 12. There are acouple of questions that will help you understand the brand more. - How is the brand perceived compared to competitors in the market? - What is the positioning statement of your brand? - Who is your audience? - What benefits do you want customers to associate with your brand? - What values & beliefs should the brand have about the business?
- 13. The Design Brief Adesign brief should contain summaries from the research phase, such as: target audience(s), messaging objectives, values and mission of the brand, and the brand's products/services offered.
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- 16. The Logo Concept Getconcepts down on paper and then expand on those ideas. This can unlock new directions for exploration and produce final solutions. Pick the best sketched concept and iterate on it digitally.
- 17. The Identity System Theidentity system usually starts after the logo is complete. The purpose of the identity system is to form a systematic visual language around the logo.
- 18. The Style Guidelines Theycontain and prescribe the logo’s usage rules, typeface system, color palette, layout guidelines, and more. They exist so that others can create design collateral and marketing materials that have a cohesive look and voice.
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- 21. Regardless, over time,if your target audience shifts, the market evolves, or the brand's products and services change, it may be time for a…
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- 23. The main challengewith rebranding is trying to maintain familiarity and consistency so that your customers will remember you.
- 24. Extended reading: The BrandGap by Marty Neumeier Dynamic Identities: How to Create a Living Brand by Irene Van Nes Branding Matters by Jason VanLue Logo Design Love: The Book by David Airey Designig Brand Identity by Alina Wheeler Brand Thinking by Debbie Millman
- 25. Creative Market isa platform for handcrafted, mousemade design content from independent creatives around the world. www.creativemarket.com facebook.com/crtvmrkt twitter.com/creativemarket This presentation is brought to you by