Every business, new or old, big or small, needs to be visually represented in a way that is true to their identity. Here I’m giving you 4 key visual elements that every brand needs, and explaining why continuity is important to creating a unified brand identity. Read on!
#1: A Professionally-Designed Logo
A logo can take on many forms. Some logos include a graphic symbol or image — they rely on a visual interpretation and strive to leave a lasting impression. Other logos are purely typeset — they convey a simplicity and professionalism. And others are a blend of the two! Knowing what’s right for you can be difficult, but a professional logo designer will be able to guide you through the discovery process, helping you uncover what’s right for you and your business.
At some point you’ll likely run into a situation where you need a variation of your logo that’s rendered in a different shape to fit a different space. For example, say you have a logo that fits nicely inside of a square, but you need to order pens for your company. You’re going to need a variation of that logo that can be adapted for a horizontal application. Additionally, while your logo may be a beautiful 3-color masterpiece, at some point you may also need a black and white version. Plan for these variances up front and you’ll always be prepared to deliver a consistent brand experience anytime, anywhere!
#2: A Cohesive Color PalettE
Undoubtedly, your new logo will include a color or two that you can use as a starting point for your color palette — let’s say it’s pink and purple. Does that mean that everything you do should be done in shades of pink and purple? Not necessarily. First, your designer didn’t choose just any pink or purple — they picked a specific shade of each and can share that with you to use on your website, in presentation materials, in social media graphics, etc. to preserve consistency throughout. You can also ask your designer to provide a selection of complementary colors that can be used to infuse more life into your brand and offer you more variety.
#3: Deliberate Font ChoiceS
It’s easy to default to Calibi and Times New Roman on everything that you do. But instead of conforming to the norm, work with your designer to choose 1-2 fonts that you’ll use consistently on everything you create for your brand. Chances are, one font will already be used in your logo and may be more decorative. The second chosen font will complement the first and again, offer variety so that you never need to deviate from your designated brand typography. You should have options that provide both flourish and practicality.
Be sure to also identify treatments for different types of text. While this isn’t necessarily a design element, making a conscious decision about how you’ll handle headings (larger? bolded? different color?) or quotes (italicized?) or your website (any capitalization?) will bring a cohesive style to any text or writing that you do.
#4: Imagery Style
A strong brand should be identifiable in some way even if the name or logo is not present. How do you achieve this? By choosing an image style that represents your business. Your images, used together with consistent font and color choices, will help tie all of the visual elements of your brand together to create a unified identity for your business.
Some businesses choose images that use muted colors for a more delicate or somber mood. Some businesses choose bright and vibrant images that connote life and energy. Some businesses choose photos with people. Some businesses choose photos without people. Some businesses choose not to use photos at all, and instead use iconography or illustrations. Whatever style you choose, be sure that it’s relevant and personal to your brand, and again, be sure that you’re consistent.
Working with a designer to design and develop these visual elements is a great way to ensure that you’ll have a professional brand that will represent your business for years to come. Read more about Freebird Paperie’s business branding services, or request a free consultation.
About the blog
My name is Emily, and I'm a graphic designer. Jesus is my main man, and life is beautiful and amazing. This blog is going to be mini get-away throughout the week, my personal diary--filled with things I like, things I feel, things that are pretty, inspire me, or give me hope. If ya don't like it, that's really ok! If ya do, welcome!!
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