A logo is just the beginning of your brand’s visual identity. Developing a comprehensive visual identity system with various design elements will provide the consistency needed for success and make creating new materials more efficient. Ideally, these elements should be designed at your brand’s launch, but it’s never too late to refine and expand them.
Consider these essential design elements if your brand’s design is becoming inconsistent or confusing. Investing time developing these tools will save you time, money, and headaches in the long run.
Logo and identity
Your logo is the foundation of your visual branding. A well-designed logo is crucial, whether a wordmark (the name of your brand in a specific font) or a combination of a wordmark and an icon.
Logos versions
You may need alternate logo versions for different contexts, such as a square or long horizontal format. Limit the variations to avoid confusing your audience. Additionally, create black-and-white versions for versatility.
Brand guidelines
Create brand guidelines detailing specifications for using your logo and other visual elements. Specify rules about drop shadows, stretching, or altering the logo to ensure consistency and prevent misuse.
Typography
Define which fonts and sizes are to be used in your brand materials. Limit this to two fonts: a primary font for titles and headlines and a secondary font for body text, which will keep your design clean and consistent.
Colors
Select a set of colors for your brand materials, specifying Pantone, full color, and hexadecimal codes for print and digital use. A balanced palette typically includes a primary brand color, neutral colors, a pop color, and a darker color.
Icons
Choose or design a style of icons that aligns with your brand’s personality. This is especially important in the digital realm, where icons aid navigation and user experience.
Imagery
Define a photographic style that complements your brand. Consistent photography styles, whether retro and faded, bright and saturated, or black and white, can distinguish your brand from competitors.
Examples
Create mock-ups demonstrating how your brand elements should appear in various contexts, such as collateral, signage, and LinkedIn banners. This helps establish a clear visual identity and guides future designs.
