Brand design is the combination of elements – logo, color, typeface, graphics and imagery – used to communicate a visual message. A visual branding system builds awareness and recognition in the brand through correct and consistent application of design strategy and guidelines. Click the copy next to any red checkmark to learn more…
Visual brand development
Visual branding makes a company’s presence unique and immediately recognizable. The strategic use of color, typeface, imagery and composition is what makes an entire program cohesive and unique.
• Connects the brand strategy to design practices
• Increases clarity and consistency across all communications
• Makes it easy for customers to understand information and make buying decisions
• Maximizes marketing spend across all activities and opportunities
• Builds brand awareness and recognition in a competitive environment
Corporate identity programs
The primary objective of a corporate identity program is to build and protect the value of the brand and its trademarks. Tools and guidelines are needed to direct the creation of everyday communications – use of the logo, company stationery, internal and external communications, uniforms, promotional items and signage. Specific and detailed guidelines ensure the brand is used consistently and correctly across all customer touchpoints.
Logo strategy and development
A powerful logo is the hero of a strong, consistent, relevant and differentiated brand. Providing instant recognition of the brand, a well-designed logo is one of the best investments a company can make. Logos must be carefully and passionately designed to support business goals and to reflect the brand strategy. Great logos are distinct, memorable and timeless.
Color strategy and execution
Color strategy and selection is one of the most effective ways create a recognizable and memorable brand impression. The effective use of color will connect with customers, convey brand attributes and personality, and separate the brand from competitors. The ultimate goal is to own a color, one that is immediately recognized and forever associated with the brand.
Brand guidelines development
Brand guidelines provide direction and guidance for the correct and consistent application of the brand strategy and visual brand. Produced in both online and printed formats, guidelines are followed by anyone responsible for communicating the brand internally and externally — communicators, sales and marketing, brand partners, agencies and design resources. Detailed brand guidelines ensure that customers will see and experience a consistent presentation of the brand.
• Key messages, personality, tone and voice
• Logo use, typography, color, graphics, imagery and composition
• Corporate identity
• Naming and nomenclature
• Co-branding guidelines
• Website and social media
• Advertising and marketing communications
• Sales, product and technical literature
• Packaging and labels
• Sponsorship and event marketing
• Trade shows and environments
• Corporate and retail signage
• Promotional items
• Uniforms and vehicles
Once a visual brand strategy is in place and guidelines have been developed, then the brand is ready to be implemented. Design guidelines need to be correctly applied in the most relevant and effective way. B2B marketers, in particular, can benefit from design templates for sales literature, product guides, technical updates and other printed materials. The development and use of design templates ensure the brand is correctly and consistently delivered across all printed applications.
Environments provide a tremendous opportunity to bring the brand to life and offer visitors and customers a completely unique brand experience. From trade shows to customer events, there are unlimited ways to leverage color, space, materials and lighting to create a powerful and memorable brand environment.