Brand Identity is not only about the logo and shape but it consists of all the elements that make up the brand and how it is perceived by the audience. It is tied with packaging, design, taste, feel, sound etc. The brand identity has the power to influence customer’s experiences. It subconsciously affects how the customer feels about the Brand Identity design. It is the sum total of the logo, perception, feel and the message it delivers. Making a brand identity is not an easy task. It requires thinking and anticipation.
Here we Present to you the Process of Creating a Brand Identity Design.
1. Research & Development
The process starts with answering the major questions like who are the target audience, who are the competitors, is it an existing brand? It is a crucial stage because it asks all the major questions. It helps in creating a brand persona and a comprehensive picture of the brand. Band identity is not all about what the brand wants to present but also what the brand customers want.
Through brand identity, the manufacturers try to reach its target customers. For the creation of brand identity, there is a need to know about the current state of the brand and how it would be perceived. A Brand Identity design must be differential from its competitors.
2. Visual Creation
After all the information has been recorded it’s time to translate the information into a visual presentation. This information help in getting the right brand image for the company. The brand identity design should be created in such a way that it speaks about the brand personality, its goals, and its value.
The challenge here is how to convey and develop these aspects into visuals. The goal of this step is to give life to the words. The basic idea is to convert the text information into visual concepts to which the target customer could connect.
The real development of the identity starts at this stage. The logo, typography, color palettes etc are decided and then produced. The logo is the essence of the brand identity. It should be strong and powerful to communicate the brands’ message. A rough sketch of the logo is drawn. After the solid image is created, the color combination is decided.
A good color palette should be clean and accommodating. It should include the primary, complementary and accent colors. The typography can be a difficult task in visual concepts. It should be in sync with the shape of the logo. The iconography is determined on the basis of the type of product or service offered, the industry and the medium.
Brand Identity is all about presenting the brand to the market. The design information of a brand should provide for a consistent and cohesive presentation. Use of image, charts, photography, and the graphic should be considered while developing the brand identity. Photos should not be used as backgrounds.
4. Brand Style Guide
It will be disheartening if a beautifully designed brand identity is unable to convey its message and is not used correctly. The brand style guide will be quite helpful in such situations. This includes clear and easy guidelines to follow for each part of the brand identity including examples and use-cases. It also includes the particular details and denoting as much information as needed. This will help in replicating the brand identity correctly.
A brand identity must be strong. It should have the potential to convey the right message. It should signal on the brand. Always strive for consistency and a good brand identity design.