Four Key Brand Identity Design Principles
In today’s world full of automation and accessible technology, building a brand seems as easy as a few clicks, a sprinkle of AI magic, and suddenly you’ve got a brand identity design worthy of sharing across every social platform. But anyone who has worked in brand strategy and development for any length of time knows that the process to create a truly impactful brand identity design is a bit more complex than this.
To create a robust and strategic brand identity design, one that truly reflects your business’ mission and the values of its people, you must go deeper than an auto-generated logo or trendy color palette.
To make the most of your brand identity design, let’s talk about what brand identity is, who it relates to, and how to get the most impact out of it.
A logo is not your brand’s entire visual identity.
While it is the most dominant and recognizable expression of your brand, it should not be the only tool you have to work with. Translating your brand’s purpose and beliefs into a robust toolbox of visual and verbal assets—rooted in the characteristics that make your brand unique—creates a richer and more flexible platform for brand expression.
Beware the trap of “streamlining” your graphic toolbox in the name of simplicity.
It can be tempting to want to keep your brand identity toolbox small and simplified, say, for example, three colors in your palette and one icon. While it might seem like a more streamlined toolbox will keep your brand design and expression more consistent, it fails to take into account the many different functions your brand serves and platforms your brand will occupy. Brand identity should be a visual, verbal, and multi-sensory toolbox that includes nomenclature, architecture, communication style, even the three-dimensional spaces your team inhabits. Consider how your brand feels in different interactions, like connecting with prospective employees vs long-time clients.
Brand identity applies externally and internally
While brand identity is the outward expression of your brand’s mission, it is also the emblem that symbolizes your values to your people. Crafting a brand identity that reflects who your company is, and that is grounded in the collective intelligence of your team, serves as a catalyst for aligning every level of your company to their shared passions, purpose and values. Connecting your team’s internal beliefs to your brand’s external expression creates a strong sense of pride and ownership.
Give yourself the freedom of flexibility
Brands, like people and the times, change. Understanding that brand is fluid and graphic elements are meant to evolve positions brands to grow and expand with changing needs and markets. Creating a robust toolbox that allows for a range of brand identity expression gives your team the flexibility and permission to stretch and expand as markets and customers demand.
Read more about how we translate values and culture into a unique brand identity.
