I have chosen to research Branding and identity because it is an area of design that I would like to explore over the next term.
Definition:
The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.
Brand vs. Identity vs. Logo
- A Brand (or Branding) refers to the perceived image and subsequent emotional response to a company, its products and services. It also represents the conversation that customers are having with each other about the company, and how that spreads.
- An Identity describes the visual devices used to represent the company.Identity systems are a visual components package that is paired with style guidelines and used as a framework to ensure the corporate image is cohesive and consistent. Some of the visual devices that leverage the brand elements and style guidelines are as follows: stationery, marketing collateral,packaging, signage, messaging, and digital projects, among others.
- A Logo is the central, identifiable visual element that helps customers discover, share and remember a company's brand. Usually it's in the form of an icon (mark or symbol), logotype, or combination of the two. The main purpose of a logo is summed up nicely as the five principles of effective logo design in this Smashing Magazine article.
Phase 1: Research, Vision & Design Brief
- It's the most crucial part of the overall process, and should result in a design brief that guides the rest of the project.
- How is the brand perceived against competitors in the market for products and services you're looking to provide?
- What is the positioning statement of your brand? Answer the what, how, to whom, where, why and when questions.
- What is the heritage of your product type, and the origin(s) of it's ingredients and fabrication process?
- Who is your audience? Are they digitally savvy? Where will your products/services have contact with them? How do you want that contact experience to make them feel, take action and think about your brand?
- What values & beliefs should the brand have about the business and it's mission in the world? If the brand was a person, what would it's personality be? How would it look, act and talk?
- What benefits do you want customers to associate with your brand? What is the vision of the brand that you want to create?
- Other brand image concerns: market awareness, emotional associations, value to the consumer, brand perception vs. consumer behavior, changes desired in the brand-consumer relationship over time.
After the research phase is complete and a design brief has been created, it's time to start designing the logo and identity system.
The Logo
There are many ways to start designing a logo, but most often times you'll see designers begin by sketching out dozens if not hundreds of iterations on paper. The process of getting concepts down on paper and then iterating on those ideas can unlock new directions to explore and final solutions that you wouldn't have normally arrived at when starting on the computer. After selecting your best sketched concepts, you should start iterating on them digitally.
There are many ways to start designing a logo, but most often times you'll see designers begin by sketching out dozens if not hundreds of iterations on paper. The process of getting concepts down on paper and then iterating on those ideas can unlock new directions to explore and final solutions that you wouldn't have normally arrived at when starting on the computer. After selecting your best sketched concepts, you should start iterating on them digitally.
The Identity System
The identity system usually starts after the logo is complete. The purpose of theidentity system is to form a systematic visual language around the logo — one that compliments the design thinking of the logo and offers a family of useful, flexible elements that will help to design marketing and business collateral.
The Style Guidelines
The style guidelines contain and prescribe the logo usage rules, typeface system, color palette, layout guidelines, and more. They exist so that others can create design collateral and marketing materials that will have a cohesive look and voice.
Style guidelines have traditionally been produced as print and web-ready PDFs. They're the core of the identity design, and usually accompany the logo, templates, fonts and other resources packaged together to make designing for the brand easier. Style guidelines are in-depth rules about logo usage, styling, and layout, and are always interesting to browse through.
Phase 3: Monitoring & Rebranding
Lastly, after a new brand identity has launched, it's important to monitor and care for it, as it's a living and breathing thing that interacts with your customers. Honestly, that's a loaded statement as there are many ways to properly care for a brand. 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 rebrand. The main challenge with rebranding is trying to maintain familiarity and consistency so that your customers will remember you.
Further Reading
This book describes itself as a series of illuminating and spirited conversations on branding with 22 top design executives, strategists, and critics. Debbie interviews an all-star cast that makes purchasing this book a must!
Neumeier has been an expert practicing in the field of brand identity, and this timeless book offers a unified theory on brand-building.
- Dynamic Identities: How to Create a Living Brand by Irene Van Nes
Jason explores the core essentials to the purpose of good branding for small businesses, offering easy access to design exercises that will you shape your brand's vision, strategy, identity, experience and interaction.
This valuable resource outlines the steps of creating an effective logo, and offers valuable insights, exploration processes and more.
- Designig Brand Identity by Alina Wheeler
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