Factors Contributing To a Comprehensive Brand Identity Design System

Brand identity is not just designing a logo, it is the primary step in that direction. Brand identity is essentially building a ‘visual position’ which is much more than logo creation. Though the significance of a logo cannot be ignored in establishing a brand, creating an identity is entirely a definitive process. There are several factors that contribute to brand identification.

Wordmark and logo

A logo is essentially a graphic representation, whereas a wordmark is a collection of words. Both of these are at times used together or separately as situation demands. The challenge of a company or a designer lies in choosing between a logo and a wordmark. Designing a logo compared to creating a wood mark is costly. At the same time, creating a logo that conveys the essence of an organization could be difficult. In comparison, wood mark creation is easy and less costly. Some famous wood marks are Coca-Cola, FedEx, Mobil, Nestlé and so on.

Expertise lies in selecting the type face of your wood mark, opting between letter case, and using the right words.

Colours and appearance

Brand identity design system based on colour variations is critical for any designer. Together with colour variations, the orientation of your logo is equally vital. The position of your logo as it appears on your web page or letter head is crucial in creating brand identity. For instance, in print media, a logo could be expressive in black and white; whereas, in social media a more colourful appearance is more appreciable.

Normally logos are seen in their vertical perspective. Having a horizontal orientation looks more impressive when the space gets constricted as in a web page. An expert designer is thoroughly conversant about colour usage and orientation of logos and wordmark for different media.

Typeface selection and typography

Typeface or font selection is a vital factor in brand identity creation. From choosing font for wordmark to that of text, each sphere is to be done with caution. Consistency should be maintained between these two. The entire text with headings and wordmark should look elegant and appealing.

It is advisable to use the same typeface for every marketing material, both online and offline. Using a singular font for every communication helps in creating a brand. Opting for a typeface with professional appearance is desirable for communication and marketing materials.

Using images with caution

Using of images is not as simple it may appear. Corporate branding services in the UK is a highly specialised activity and uses the best skills available. Extreme care is taken while using photos and images for brand identity creation. Images must never be repetitive, while at the same time they should appear in complete harmony with the text as well as with other photos. They need to be sharp, clear, and relevant. Instead of photos, charts and graphical representations are also an interesting option.

Inserting too many images would spoil the appearance of your web page and adversely affect brand identity creation.

Ray Muket specializes in web based applications and works throughout Asia. He is also a consultant for Intellect Acute Agency.