What is brand design?
The visual appearance of a brand, consisting of name, logo, imagery, colors, fonts, illustrations, icons, layout principles, animation principles and secondary design elements. This also includes spatial experiences, sound and moving image style. In combination, these elements ensure a distinctive appearance and thus recognition.What is the purpose of brand design?
The brand design conveys a coherent and intuitive experience and communicates the positioning of the brand. But a good brand design can do even more: thanks to its system capability and the resulting standardization, it reduces costs. At the same time, it increases added value by sparking interest, making the brand desirable and thus enabling a price premium.
What is the basis for developing a successful brand design?
The basis for developing a successful brand design is brand positioning, derived from the business strategy. Each brand is positioned differently, depending on the strategy. A transformation strategy requires a different positioning than a growth or cost-reduction strategy.
What makes a modern brand design?
A contemporary brand design is developed from the digital contact points. It is modular and flexibly agile and adapts flexibly to all content and formats.
Key in modern brand design are no longer defined sie series, measurements and specifications, but maximum recognizability on small digital surfaces: how well can the brand be recognized – even without a logo? Another key factor is radically simple implementation that allows trained laypersons to create on-brand assets.
What are common mistakes in the development of a brand design?
- Generic imagery. Good brand designs have a unique visual style and imagery content that the brand can claim exclusively, to ensure recognizability.
- Lack of system capability – in particular when the design idea is based on an advertising campaign and important elements and scaling, such as imagery, website, event design or signage, are not thought through integrally.
- Inconsistency between brand design and marketing communication: the brand design must form the visual basis of marketing communication to ensure recognition and strengthen the brand.
- Focus on specifications. What is important is not the calculated distance between logo and edge of the format, but the overall effect and the interplay of the elements.
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