Brand design is the process of creating a brand’s visual identity in all its forms including the logo, typography, icons, colours, illustrations, etc.

Your brand’s design is the face of your brand – it’s the first thing your customers see when visiting your website, social media pages and when seeing you in print. So, it needs to convey the main message of your brand, show what’s unique about you and make people easily recognise you.

A strong brand conveys a clear message, and has a consistent and memorable brand image in customers’ minds.

Logo design is probably the first thing that comes to mind when talking about brand design. No wonder, as this is one of the most important parts of brand design and branding. Logo design shows customers who you are.

Why do big and even small companies put so much effort into creating their logos, and choosing the typefaces and colours for their brand? This is a question that a lot of new entrepreneurs and businessmen may ask themselves.

Brand design influences how people perceive your brand. It’s something that makes your customers feel closer to you and value you for your brand and personality, not just for selling products.

Every good business deserves a high-quality brand identity design.

Elements of Brand Design

To better understand the meaning of brand design let’s explore its important elements. The brand design includes every inch of the visual representation of the brand. Let’s view them in detail.

Logo

This is probably the first thing that would come to your mind when talking about brand design. And that’s no wonder as this is one of the most important parts of brand design and branding. Logo design shows customers who you are.

Every tiny element of your logo should show the uniqueness of your brand and help customers understand the essence of your brand. The most successful brands create such memorable logos that even those who don’t use their products still recognise their brand.

And probably the biggest chunk of your time dedicated to branding design will be spent on the creation of the logo.

Typography

Fonts are another important element that helps define your brand. You will use typography to communicate almost all of your marketing messages. The font combinations will be used on your website, social media posts, ads and any print materials. So the choice of the right fonts is crucial as they impact how people will see your brand.

Usually, brands choose 1-2 main fonts, as the usage of too many font types will be confusing and can prevent you from being consistent. Fonts should be easily legible, aesthetically pleasing and in line with the rest of the branding to convey a high-end feel.

Colours

This is another element that helps define your brand, which is used on your logo, website and all other touchpoints. Colours are a very impactful design element. Each colour brings a certain feeling and has a psychological impact on people.

Have you noticed that a lot of social media brands, like Facebook, Twitter or LinkedIn, use the blue colour? Blue is a calm and cold colour which has a calming effect on people and makes them trust your brand. So, there is always a strong reason behind the colours that brands use.

Make sure to choose the right colours that correspond to your desired brand image.

Icons

Icons are another way to show your brand’s uniqueness. They are unique design elements that present complex information in a more simple way via illustrated graphics. Most companies create their unique icons, based on their main colours and design style so that every detail of the design corresponds to their main style.

Layout

Besides creating fancy elements and illustrations, the organization of these elements is no less important. How all the design elements are placed in relation to each other can make a huge difference in how people would perceive your brand.

It doesn’t matter how high-quality the logo, icons, colours, illustrations and any other design elements are, a bad UI/UX design will ruin all of them.

Also, note that layout refers not only to the UI/UX of your website. It also refers to the layout of your app, social media posts, email newsletters and other graphics. Non-cluttered, properly spaced design, that looks neat and professional is crucial in creating the right perception of your brand.

Illustrations

Custom illustrations can add a unique personality to your brand. You can use these illustrations not only on your website but also on your social media posts. Note that you need to create a certain style and design for your illustrations to maintain your consistent image across all your platforms.

Some brands go even further and create brand mascots, unique characters that represent their brands, like KFC, M&M or Disney. A brand mascot is a great way to show the unique characteristics of your brand and add a personal, human touch to it.