5 design elements of branding

Updated: Mar 21, 2019

Branding is so much more than just a logo: it’s the sum of all interactions a customer has with a company and the impression these interactions leave in the customer’s mind.

Every interaction sends a message: visiting a website, reading a brochure, talking on the phone with customer service, opening packaging, etc. Branding is very important as it helps you stands out from your competition and build lasting relationships with your customers.

From a visual point of view, branding is the sum of all your visual elements, not just your logo. This is where graphic design, and in particular brand design, comes into play as it will help you create a certain look and style that will allow your customers to remember and recognise your brand and it will help you communicate your key messages.

1. Logo Your logo is the face of your brand, a bit like a book cover. Your logo will appear on all your products and services so you want to get it right! Make sure it truly represents your company values.

2. Typography Pick 2-3 fonts and use consistently across your print and online media. Most companies will have at least a primary font they use for headings and another font they use for paragraph text (if you want to learn more, see my blog on how to choose the right font),

3. Colour Palette Colours are probably even more important than typography as each colour is associated with different feelings. You will need 1 main colour that communicates the right feeling to your audience and 2-3 secondary colours. Again, consistency is key.

4. Imagery When choosing pictures and graphics for your website or brochures make sure those images resonate with your target audience and use a similar style across the board.

5. Other supporting elements Consistency should also apply to other supporting visual elements like icons, infographics or social media posts.

Get in touch if you want to find out more about how brand design can help you grow your business.