Designing Brand Identity: An Essential Guide for the Whole Branding Team

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If you're designing for a client, freelance designer Katie Cooper recommends you ask your clients these brand discovery questions to better understand their brand goals and personality: Orange: Orange is another high-energy color and is great if you want to appear friendly and playful. It’s used less commonly than red, so will also make you stand out. Purple: Purple is the color of royalty, so if you’re going for a luxurious feel in your branding, this a safe bet.

Ask yourself questions throughout the process: Do the colors complement each other? Are there too many fonts? Are these designs evergreen, or will they go out of style in a year or two? Test out your branding by asking people in the brand’s target audience what the design elements make them feel and think about your brand to make sure the brand design resonates with potential customers. You can also observe what your competitors are missing. For example, if your company sells high-end dog toys, look at the branding from companies selling in the same space. Maybe none of your competitors have a design that would catch Gen Z dog parents’ eyes — now you know where to center your branding so you can reach your audience. Use brand design to fill gaps in the market and help your business stand out. 2. Create a mission statement

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Brown: Brown is perhaps the least use color in all of branding, but that could actually work to your advantage! Any time you do something different, it helps you stand out. Brown can also help people to view your brand as rugged or masculine. Incorporate your mission into branding and style. People are drawn to brands that share their beliefs, values, and goals, so make yours stand out. Infuse your mission into your design and marketing, and traffic will follow. Green: An incredibly versatile color, green can be used for just about any brand. Culturally, though, when people see green, they think two things: money or nature. If your brand is tied to either of those things, green is an especially good choice. It’s important to consider how colors appeal to your target audience. Baby boomers prefer neutrals and trustworthy classics, while Gen X gravitates toward basics with organic touches. Tailor your palette to the people you’re looking to connect with.

Ultimately, your branding impacts your financial success and there’s data to prove it. In a survey that we at 99designs by Vista conducted, the majority of small business owners (86%) reported that visual branding is important to their overall business success, with 78% saying it significantly contributes to their revenue growth 1. How to develop a strong brand identity Younger audiences might prefer bolder designs with vibrant colors, while older adults are used to straightforward messaging. And minimalist designs with flatter logos and sans serif fonts are popular in most markets, but they might not work for every brand. Research the market and observe the design styles your competitors follow. A logo design should have the right aesthetic and fit your brand. For example, a sustainable coffee brand might avoid bright, neon colors and sharp edges and instead opt for organic shapes and earthy tones, such as brown and olive, which evoke the brand’s commitment to the environment. Now it’s time to make choices. Use your market research and mission statement to establish a cohesive visual identity with logos, colors, font pairings, icons, and illustrations. As a jumping-off point, start with a logo design that captures your mission and appeals to your target audience. Then experiment with different color and font combinations. So you make sure you watch the right YouTube channels so you always know the latest meme. Maybe you start working on your free throw. And cultivating on an impression of Mr. Archibald, your science teacher. These actions are the work you’re putting towards develop your desired image; they’re your branding.Every font has design elements that contribute to a different aesthetic. As a result, different fonts evoke distinctive personalities. For example, script-style fonts add a homemade, personal feel to a brand, while serifs appear crisp and professional. The good news is diverse fonts are accessible and often free, allowing you to mix and match before finding the right combination for your brand. Colors Just like your Adidas built the brand identity of your middle-school-star-athlete persona, your design is what will build the brand identity of your company. Designing your brand identity Your brand identity is made of many elements. Gaea brand identity designed by Yokaona