Brand identity design is the visual representation of a brand. It includes all of the aspects that make up the personality, face and look and feel of your company.

It is also the visual representation of your company’s values. The brand identity often touches every aspect of your business: from packaging to advertising to office space, etc. It helps you visually communicate with customers and employees alike in an effortless way that makes sense for your industry or market sector – whether you’re selling high-end luxury goods or low-cost food products!

Brand identity is the system of visual and verbal identifiers that creates a unique impression. This includes logos, fonts, colors and tone. It’s what makes you instantly recognize a brand like Apple or Nike.

In this article we’ll go through the seven elements of brand identity design, as well as how they relate to each other.

What is Brand Identity Design?

Brand identity design is the visual representation of a brand. It includes all of the aspects that make up the personality, face and look and feel of your company.

It is also the visual representation of your company’s values. The brand identity often touches every aspect of your business: from packaging to advertising to office space, etc. It helps you visually communicate with customers and employees alike in an effortless way that makes sense for your industry or market sector – whether you’re selling high-end luxury goods or low-cost food products.

When should you think about brand identity design? As soon as possible. Think about brand identity design as early as possible in your business plan. By the time you start designing your logo and branding elements, you’ll have already developed a clear idea of what your company stands for and how it will present itself to customers. This will make everything from choosing fonts to creating taglines easier. If you’re thinking about starting a new business, the first question you have to ask yourself is, Who am I going to be?

In other words, what do you want your brand to represent? What does it stand for? And how are you going to communicate that message to potential customers?

Your brand identity design provides the visual cues to help people understand who you are and what you offer. But before any of this can happen, it’s important to have a plan in place.

Planning for brand identity design is a multifaceted process that requires careful consideration of many factors. One way to do this is by using a style guide: a document where you can keep track of all of your design decisions so that they stay consistent across all mediums (website, social media posts, print materials). The style guide should include everything from colors and fonts down to specific details like whether an exclamation point should be used at the end of each sentence.

The 7 Brand Elements

Brand elements are the core elements of a brand’s visual identity. They can be used to build a brand’s visual identity and they can also help communicate its values, personality and goals.

A brand identity is the combination of all of the visual elements that make up your company. It’s the sum of everything from your logo and font to color palette, imagery style, voice and tone, and guidelines for usage.

  1. Logo

Your logo is your calling card, the first impression of your brand. It should be simple, iconic, memorable and scalable. A good logo will be timeless and versatile—it should work across all touchpoints and channels of communication.

A successful logo needs to be distinctive and unique; other companies in your industry may have similar logos, but yours must stand out from the crowd by being instantly recognizable as belonging to you. Furthermore, it has to reflect a sense of personality which matches with the company’s values while still being appropriate for its industry or market sector

  1. Fonts

The font you use for your logo, website, and marketing materials should be used consistently throughout your brand. If you change the font for one element, make sure you change it for all of them.

For example, if you have a serif font in the logo but use a sans-serif font on social media, the inconsistency will create confusion and make people question whether they’re still looking at your brand (or if they’re looking at an impostor).

The fonts themselves need to be clear and easy to read. You don’t want people having trouble figuring out what’s written on your business cards or flyers because they’re straining their eyes trying to decipher small text.

  1. Color Palette

Color is a key part of brand identity design. It can be used to convey meaning, create a mood, and even tell a story. A color palette can also convey an emotion or feeling when used correctly. Here are some tips for choosing your company’s colors:

Select colors that fit your brand’s personality and values. If you want people who use your product or service to feel like they’re part of something bigger than themselves, go with pastels instead of bright primary colors.

Keep it simple! Limit yourself to three or four different hues at most; otherwise it’ll look too busy and confusing for potential customers who don’t know much about the product/service itself yet (e.g., someone new on Instagram). Try using only one primary color plus two secondary ones—like red + black + green — instead of multiple primaries together like blue + yellow + red (which might be too intense).

Feel free not only include both warm hues (like yellows) but also cool ones such as blues; these will complement each other nicely since they’re opposite sides on a color wheel

  1. Personality

Personality is the most important element of brand identity design. It is what makes a brand distinct and memorable, and it can help your audience connect with your business on an emotional level.

Personality expresses the human side of a brand, which is why it’s so important to get right—it’s how people will feel about your company and what they think when they think about you (or any other entity). The personality elements that make up a great branding strategy include tone of voice, visual style, and copywriting style (the way in which you write).

  1. Imagery Style

The imagery style of your brand is defined by the use of photography, illustration, video and animation.

Photography: The use of photography in a brand’s identity can be either literal or symbolic. A literal approach would be to create an image that represents the product or service being offered by the brand. A symbolic approach would be to represent abstract qualities through an object or scene that has no direct relationship with what you’re selling.

Illustration: An illustrative style uses drawings or paintings to convey meaning about a company’s offerings and/or culture. This can include hand-drawn characters, sketches and other artistic elements (such as calligraphy).

Video: If your business has products that require demonstration in order for customers to understand what they’re buying (i.e., how they work), then incorporating video into your branding design is an excellent idea! With YouTube tutorials on everything from hairstyles to home decorating projects available at our fingertips these days, it will be easy enough for anyone who wants knowledge about what you offer just search online until they find something useful enough for their needs! You could also create short videos explaining certain benefits associated with using your product versus similar products currently available on market today — this way people get excited about learning more about themselves when using something new! This may seem like extra effort but trust me when I say that it’ll pay off big time down road when customers come back asking how much longer until next shipment arrives!”

  1. Voice & Tone

Your brand’s voice is a combination of words and phrases, images, and sounds that make up the personality of your company. A good example is Apple’s voice: casual and friendly; positive and upbeat; human; honest; approachable. With this in mind, you should also consider how you would want your customers to feel when they interact with your business’ products or services. You can use this tone to guide the language throughout all of your marketing materials (including social media posts) so that they complement each other while expressing a unified message across platforms.

This can be challenging because it requires putting yourself into someone else’s shoes—in this case, one who has never experienced what you have to offer before. In order for this exercise to work effectively for you as well as for potential customers, it’s important that everyone involved in developing content understands each other’s goals beforehand so that no one steps on anyone else’s toes later down the line when it comes time for collaboration between departments such as marketing teams working together with engineers who build websites from scratch based on different sets goals than those set forth by marketers trying their best which may contradict some ideas put forward by salespeople at different points along time continuum (TEC).

  1. Guidelines

Brand guidelines are a set of rules that help you maintain your brand consistency across all aspects of your business. They include any information you need to create and implement a consistent brand identity, from what color palette you use in your marketing materials to how many fonts are acceptable for different parts of the website.

Why do I need these? Brand guidelines are an essential part of any successful visual marketing strategy because they make it easier for everyone involved in design and implementation (from graphic designers to web developers) to understand what each element should look like, so they can create it in a way that maintains the same visual language throughout. This reduces confusion and makes sure that everything has been thought through before being published or released into the world.

Apple’s Brand Guidelines

Apple is another great example of a brand with extensive guidelines. Their guidelines are detailed and contain a lot of information, which makes it easy to understand how the company wants their brand to be portrayed. For example, it includes images that show how each logo should be used in different contexts.

Apple’s style guide includes detailed specifications on how nearly every aspect of their product should look; rules on typography and color usage; instructions for when logos should be used; direction on how much white space there should be between elements, etc.

In addition to being thorough, Apple’s brand identity guidelines are also very easy to use. They clearly explain what you need in order to create high-quality images or videos that use Apple’s logos and colors correctly.

How to Use Your Brand Identity

Your brand identity is the most important asset you have as a business, and it can be used in many different ways to help you achieve your goals. It’s what customers see when they interact with you, and it’s how they recognize you. In order to be successful, you need to make sure that your brand identity is well-designed, consistent and effective.

One of the most common uses is to create awareness for your brand. A strong brand identity can help people remember your company and what it stands for, which can make them more likely to choose your product over another one.

Another way to use your brand identity is as an incentive for consumers. For example, if you offer rewards or discounts to customers who follow you on social media or visit your website regularly, that’s an effective way to encourage them to stay engaged with your company.

Finally, using your brand identity as a tool for communication can be a great way to connect with customers on an emotional level and build trust between you and them.

Here are some other ways to use your brand identity effectively:

  1. Use it as a guide for all marketing materials.
  2. Focus on consistency across your website and social media channels.
  3. Be consistent with product packaging and branding.The most important thing to remember when it comes to branding is that your brand identity is not just your logo or your tagline. It’s how you present yourself and what kind of impression you make on the world around you.

Key Takeaways

Brand identity design is a very powerful tool for businesses to differentiate themselves from their competitors. It’s also an important way of communicating your brand’s personality and values to the outside world. If you want to create a memorable brand, it’s worth investing in some time and effort on this front.

Ultimately, the brand identity design process is an iterative one. You’ll need to make changes and adjustments throughout the process, and you’ll want to reevaluate your work periodically to make sure that you’re moving in the right direction.

But if you follow these steps, you should be able to create a brand identity that aligns with your company’s mission and is reflective of your values, while also reflecting the spirit of your product or service.

Need help developing your branding strategy? Take our 8-lesson video Modern Brand Strategy program to build and maintain your award winning brand.

New to entrepreneurship? Frame your mind for success with our Free 13 video Entrepreneurial Mindset course.