Caraline Visuri, Designer at Black Lake Studio, reveals how you can be that brand that has a super cool and effective visual identity.
As discussed in last week’s blog post, after establishing a strong foundation composed of an extensive discovery phase, the creative portion of the process can begin. To build a brand that can stand on its own, communicate what it’s about, and appear visually striking, this foundation is absolutely key. By establishing exactly what a brand stands for, designers can more easily translate a client’s value proposition, competitive advantages, mission, and their users’ needs into something unmistakable.
To be that brand that looks super cool, your brand must be more than just a design trend (hey hipster stamps!) and more than something that you feel simply looks neat. A brand that looks super cool is so much more than a logo; it’s deliberately crafted to convey certain emotions, connotations, and reactions that represent what you stand for and what you want your target audience to feel.
Other than relying on your brand’s already established foundation, there are many questions to take into considerations when building visuals for your brand:
- Is it unique? Is it easily recognizable? Looking at competitors, are there too many similar elements? Does is stand out among a group of competitors?
- What types of emotions or feelings should it induce? Emotions can be evoked through color choices, typography, and layout. Consider who your audience is and what they would respond best to.
- Is it readable at different sizes? Do size changes evoke different feelings? Is the brand easily identifiable at different sizes?
- What are the meanings behind the visuals? What are you referencing? Again, logos and other visuals should always be backed up by a sound foundation that audiences can easily understand.
- How are your visuals going to look five, ten, or twenty-five years from now? There are always a handful of design trends that are tempting to jump on board with, but they will quickly feel very dated and not allow for uniqueness when standing against competitors.
- What do elements look like in black and white? This can help you identify if elements are too complex and if you need to simplify things.
At Black Lake, we keep these pointers and more in mind when we craft visual brand identities. After a few rounds of design, a masterpiece is born that conveys your identity in style.