When one thinks of a brand identity, most people tend to think of the logo design. While a logo is one of the most important elements of a brand identity, there are others that are as important and perhaps sometimes even more so. In our Brand Manual & Style guide, we design and format the various elements of a brand identity and explain how they all come together to constitute a Brand Identity System.
What Is A Brand Identity System?
A Brand Identity System is a collection of elements which work together to create unified, consistent and flexible brand assets that communicate the brand value to the target audience effectively.
This collection of elements constitutes of 6 major brand assets including the primary brand mark or logo, secondary brand mark, color palette, typography, visual brand extensions (such as official brand pattern, iconography etc) and brand tone (which includes visual image and photo standards as well as the tone of voice in all messaging and communications).
Brand Asset #1: Primary Brand Mark
The first and the most visible symbol of brand power is the primary brand mark or logo design. It should be as simple as possible and tend towards conceptual and abstract visual elements rather than literally trying to show what your brand does or stands for.
The primary brand mark should be flexible enough to work well across various different media and at all sizes. It should be easy to reproduce and must use solid design principles. At the very least, a good logo design should have these six qualities:
- The logo should be scalable
- In most cases, the logo should have solid colors
- The logo should be adaptable
- The logo should be memorable
- The logo should be unique and
- The logo should be on message
Brand Asset #2: Secondary Brand Mark
For many, the idea of a secondary brand mark may be alien. In fact, till recently the golden rule of branding was to have one single logo that was consistent across all media and used unchangingly for years. But the landscape has changed now and so has the definition of a brand identity.
Everyone is a publisher these days with their own publishing channels such as blogs social media channels etc. The internet has become more than an information superhighway. It has become a noisy and chaotic environment where information is dumped at an alarmingly fast pace. The signal to noise ratio is so high that people are starting to block out and filter the internet.
In such an environment, how is a brand to stand out and thrive? This is where the secondary brand mark comes into play. It supports the primary brand mark and enhances the message of the brand. It is used on secondary touch points such as merchandising, marketing collateral, social media campaigns and more.
For lifestyle brands in the vaping industry, a secondary brand mark serves a supremely important role. It is used to create brand recall and is used on touch points such as package design labels, tags, and more.
Brand Asset #3: Color Palette
Most brands have a signature color scheme, whether it is black and white or a more creative palette. However, many companies think that their carefully chosen colors are limited to their letterhead, logo, and signs. However, using your colors throughout your business will give a better-rounded experience to people who interact with your business while helping to make those colors synonymous with your brand.
Owning color in your market segment should be one of the goals of your branding. If used strategically, you can own color which your target audience come to associate with your brand. At times, this can be so effective that just the color will remind people of your brand without the primary or secondary brand marks visible.
When choosing colors for your brand, base them on their suitability to your brand along with ensuring they align with the world view of your target audience. Your personal preference as the stakeholder of the brand should come last.
As with your brand mark, you should have a primary color and secondary and tertiary colors. This color palette should then be used effectively to communicate the essence of your brand.
Brand Asset #4: Typography
Typography is fundamental to establishing a robust brand identity system. Selecting the right fonts to represent your brand could be a daunting process and most brands simply make random choices based on personal preferences.
Typefaces have personality and you should try and identify typography that matches the personality of your brand. Different types evoke different feelings. For example, typically serif typefaces represent tradition while sans-serif ones stand for modernity. Some fonts look friendly while others look corporate.
As with colors, your brand should have a primary typeface which is usually used in your primary brand logo. Unless you have a custom typeface in your logo design, you can also use the primary typeface for headlines and other important messages of your brand. You have to use this primary font judicially so that you do not dilute the primary brand logo. Secondary and tertiary typefaces should ideally be complementary to the primary typography.
Brand Asset #5: Visual Brand Extensions
Visual brand extensions are design elements that support and enhance the brand’s visual experience. These could be things such as the official brand pattern, iconography, etc.
Having an official brand pattern that is used as a subtle part of the brand’s visual makeup can go a long way in creating a high level of brand recall. They reinforce the brand’s message and let the audience know that the brand cares about details. This, in turn, expresses the message that the brand is consistent and trustworthy.
Iconography can be another powerful tool in your brand’s arsenal. Custom icons created specifically for your brand can establish a direct subconscious connection with your target audience. Icons can be used to create visual anchors that permeate your branding efforts and that enable you to broadcast the brand message effectively.
Brand Asset #6: Brand Tone
Last but not least, one of the most important brands' assets is your brand tone. A brand tone can be simply stated as the personality of your brand. This is the impression or perception that you want your brand to convey when interacting with people.
A brand tone is what your brand says but more importantly it is said. Good messages take your competitive positioning and brand strategy to the next level. They hone in on what’s important to your market and communicate it consistently and effectively. How you respond when asked about your brand or service or product and the tone of your messaging has a tremendous impact on how your brand is perceived by your target audience.
Your brand tone can manifest in the following ways:
- Your brand’s elevator pitch
- Your positioning statement
- Your vision and mission statements
- Your brand’s tagline and slogan
- Your press releases
- Your social media communication
- Your blog posts and articles
- Your communication style
Our Brand Identity Service Includes:
1. DISCOVERY & RESEARCH
We start the process with an in-depth discovery and research phase where we look into what your brand is and stands for. We also conduct a competitive analysis to understand the trends in the market segment and how to ensure your identity stands apart.
2. PRIMARY LOGO DESIGN
The key to your brand visual language is the primary logo design. Getting this right is crucial to how the rest of the brand identity would turn out. We specialize in creating logo designs that not only look awesome but also align with your brand message and story.
Next, we will create a secondary brand mark that can be used on merchandise, apparel (t-shirts, hats), social media and used as a seal or stamp or embossed decal on leather, etc.
We will create an official brand pattern that can be used inside apparel lining or on the back of packaging (like a custom gingham pattern), on t-shirts, promotional materials, social media and more.
5. MATCHING STATIONERY
To create a consistent visual identity, we will also create a matching business card, letterhead, and envelope design along with Facebook cover image and avatar as well as an email signature.
Brand Manual & Style Guide Price
A total of 12 research, design, and development hours are needed in order to successfully complete the development of the core brand and all associated assets. a deposit of 50% Deposit is needed to begin the project, and the remaining %50 when the final Brand Manual and Style Guide is approved and finalized.