Brand identity is the outward expression of an organization, product, or service which includes its name, logo, and overall visual appearance. It underlines who you are, the fundamental means of customer recognition, and symbolizes your brand's differentiation from your competitors. We say don't judge a book by it's cover, but who are we kidding appearance is everything.
Why is it Important?
The majority of the world consists of visual consumers. This means that your outward appearance is the visual bridging of the gap between your brand and your customers. It turns your name into a visual trigger, forming a connection in the minds of consumers with the values that your brand stands for. To make the correct connections happen, you need your brand identity to appeal to your target audience, be consistent throughout your communications, and show your uniqueness quickly and effectively.
Your logo is the core of your brand identity. It is the central, identifiable visual element of your brand that helps customers build trust, admiration, and loyalty. Usually, it's in the form of a custom icon, logotype, or a combination of the two that is strikingly different from others in your industry. There are 5 key principles of effective logo design: Simple, Memorable, Timeless, Versatile, and Appropriate.
Brand Identity System:
The identity system usually is designed after the logo is complete. The purpose of the identity system is to form a systematic visual language around the logo. While this system needs to compliment the logo, its' main purpose is to offer a family of useful, flexible elements that will help to design and maintain consistency in marketing and business collateral. These elements can include:
- Alternate Logo Marks (alternate logo lock-ups, logo bug, sub brand logos)
- Brand Colors (logo/primary colors with secondary and/or tertiary colors)
- Brand Fonts (headers, body copy, call out fonts, and if needed alternate "safe" fonts)
- Brand Vocabulary (key words or phrases to be used in all collateral)
- Graphical Elements (icons, shapes, textures, patterns, photography)
- Layout Standards (general structure for print and digital material)
- User Interface Elements (CTA color, button/link styles, forms, and more)
A well designed and crafted identity doesn't just happen. It is created through dedicated research, planning, and some creative magic. Through our years, we have formulated a process to ensure not only a "well designed" logo, but a successful brand identity.
Other Brand Items We Can Help With
RESPONSIVE DESIGN:Experts predict mobile browsing will overtake desktop browsing in the next few years. With the growing popularity of mobile devices, the importance of designing a website that is compatible with these platforms is essential. If your website is not optimized to be viewed on mobile devices, then you could be losing customers. We design and develop websites that will automatically adjust webpage layouts for optimal content display for any screen size or resolution.
COMPELLING CTA'S:Make visitors want to engage with your business through inviting calls to action by presenting them with interesting content that keeps them informed and attentive along the way. We will create a plan of hierarchy for CTA's that fit with your web strategy, so your CTA's will engage visitors in a way that feels exciting, but still true to your brand.
CONTENT MANAGEMENT:To stand out among the competitors in your industry, you need to provide content on your website that is relative to your market, and informative to your audience. A website design that includes strong content will increase your search engine optimization and make your business easier to find for potential customers looking for your services. Our team specializes in SEO, content, and online media relations and can help design the necessary content for your website.
RICH MEDIA:Pictures, videos, and info-graphics give you the opportunity to show audiences what you do, rather than just telling them. It provides content to your audiences in an engaging and concise format that is easily shareable through other digital platforms. Our full-service group of design experts can help to generate the media that can bring a whole new look to the design of your website, and the essence of your brand.
BLOGGING:A blog is a great way to funnel new traffic to your website and create additional awareness about your brand. You can generate content covering topics that span throughout your entire industry, and help your company stand out as thought-leaders within your market.
SOCIAL MEDIA INTEGRATION:Social media has allowed audiences to engage with brands more than ever before, and a lot of customers enjoy connecting with businesses on a casual level. Including access to these channels gives you the opportunity to expand the personality of your company and have this deeper connection with your customers. We can help you integrate social media, grow your online audience, and create a more interactive and engaging environment surrounding your company's website.