Designing a Brand Identity

This is how you do it.

We all know that there are three things to a brand:

  1. First, center-most, is the logo of the company. This represents what you do and should be memorable, simple, versatile, timeless and appropriate. It should help your customers immediately recognise you. One of my teachers once said that the equivalent of a company’s logo is an individual’s thumb print. It is unique and helps anyone identify you. Your thumbprint can also give clues to find out where we came from (hereditary relations), discover what we are doing at the present, and to predict where we are going.
  2. Second comes the identity system of the company. These are tangible visual products that are used to represent the company. For example, business cards, stationery, social media profiles, signage, packaging etc.
  3. Third comes the most formidable and challenging – brand experience. It is the perception about your company is the people’s minds. Seth Godin said it best:
    A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”

Firefox Logo by Martijn Rijven of Bolt Graphic, art direction by Wolff Olins

The next step involves designing these three elements. Creative Market is an absolutely awesome-sauce blog brimming with design tips and collections. I read the post “Designing a Brand Identity” on their blog which is definitely worth sharing. I’ve bookmarked it. It is full of resources, well-explained points and examples from big brands around the world!

Hope you’ll enjoy reading it!