From Concept to Identity: Our Complete Guide To Brand Design (2024)

Think of your favorite brand. Its logo, colors, and overall vibe didn't just happen accidentally.

That's the art of brand design at play!

In this article, we'll explore the steps behind crafting that magic. Join us as we journey through the vibrant world of turning simple ideas into memorable brand identities. Let's get started!

Important disclosure: we're proud affiliates of some tools mentioned in this guide. If you click an affiliate link and subsequently make a purchase, we will earn a small commission at no additional cost to you (you pay nothing extra). For more information, read our affiliate disclosure.

Elements Of Brand Design

Understanding brand design is like piecing together a puzzle. Every element, from color to typography, plays its part. At MarketSplash, we've walked this path, and our brand reflects our journey.

Here's a closer look at these components:

• Logo: Everyone remembers their first impression. Our MarketSplash logo isn't just a random design. It's a symbol of our vision. We wanted it to echo our dynamism and aim to make a mark – a splash – in the industry.

Take a look at our logo...

• Typography: It's not just what we say but how we say it. Our choice of fonts isn't just about looking good. It's about feeling right. It mirrors our straightforward, no-nonsense approach.

• Colors: Colors aren't just shades to us; they're emotions on a palette. Our colors were picked to represent who we are and what we stand for. They're a blend of our passion, trust, and innovation.

Thus, the palette you select should resonate with the brand image you aspire to project.

• Icons: Our icons aren't just drawings. They're the shorthand of our story, making complex ideas accessible and intuitive.
• Layout: Great design is like a well-orchestrated symphony. Everything needs to be in harmony. Our digital or print layouts are crafted with this balance in mind.
• Illustrations: Illustrations give our brand its distinct flavor. They capture our essence, making our communications engaging and relatable.

• Animation: We love adding a dash of life to our designs. Our animations aren't just for show; they enhance the user experience, making every interaction memorable.
• Imagery: Pictures tell stories. Our imagery, from patterns to photos, paints a picture of our vision, dreams, and journey.

Brand design intricacies define a company's visual core. Aligning each element with the brand's values is key.

Taso Du Val of Toptal offers a glimpse into their branding journey...

Why do you need brand design you may ask:

1. It Boosts Brand Recognition

One of the key highlights of this article is the significance of brand recognition, which often serves as a primary goal for branding and rebranding efforts. Distinct logos, captivating color choices, and standout design elements contribute to a brand's lasting impression.

When branding is cohesive and polished, it imprints more effectively on individuals. So even if someone's not buying immediately, they're likely to remember you and return when ready.

2. Enhancing Business Worth

Brand design is more than aesthetics; we view branding as a long-term vision and investment. Cultivating a specific perception in our customers' minds elevates our brand's standing, making you a formidable presence in our sector.

This branding journey cements our reputation among customers, peers, competitors, and collaborators. The endgame? Amplified business value that, over time, solidifies in monetary terms.

3. It Draws In New Clients

A robust brand that consistently projects a professional image across platforms attracts potential customers. Moreover, quality branding amplifies our reputation, although it's just one factor, like marketing tactics, brand positioning, and sales strategy.

4. Fostering Customer Loyalty

Beyond the initial attraction lies the crucial task of retaining those customers. After all, retaining loyal customers is often more cost-effective than constantly sourcing new ones. We aim for our branding to connect on a deeper, human level.

This emotional connection goes beyond mere transactions.

5. It Establishes Trust

We believe that consistent branding is foundational to trust. Muddled brand identities can lead to potential trust issues or doubts about product quality and service professionalism. Hence, thoughtful brand design, encompassing the right colors, fonts, and visuals, contributes significantly to brand dependability.

6. Adding Internal Value

The power of branding isn't just external; it permeates within our organization, too. Employees are often looking for purpose rather than just paychecks. Strong branding instills a more profound sense of belonging and purpose in our team.

Little gestures, like branded goods, perks, or even the aesthetics of the workspace, can boost morale. Our team resonates with a well-defined brand ethos. They're more driven to contribute beyond tasks, aiming for their overarching vision.

Let's hear from our very own CEO & Founder of MarketSplash...

The Elements Of A Good Brand Experience

What is brand experience?

These touchpoints mold the lasting impression of MarketSplash, capturing broader brand perceptions. Brand experience feedback reveals audience preferences and can forecast buying behaviors. Unlike customer experience, it goes beyond purchase interactions, capturing broader brand perceptions.

A solid brand experience distinguishes us from our competitors and creates a deep bond with our audience, fostering unwavering loyalty.

Paired with exceptional customer service, this drives consistent attraction, retention, and business growth at MarketSplash.

Let's explore the fundamental components of an impactful brand experience:

• Unwavering Consistency: Each MarketSplash touchpoint exudes consistency. From brand messaging to visual designs and online interactions, uniformity is key across all our platforms.
• Clear and Cohesive Communication: Our communication resonates with our brand's essence. We craft narratives that align with our target audience and MarketSplash's core values.
• Fostering Emotional Ties: At MarketSplash, evoking genuine emotions in our users is paramount. These emotional connections solidify lasting relationships and brand loyalty.
• Tailored Experiences: We believe in personalization. We tailor the brand experience to match individual customer preferences using feedback and sentiment analysis.
• Engaging and Involving Customers: MarketSplash thrives on customer engagement. We prioritize user-generated content, foster platform engagement, and choose ambassadors that reflect our values.

Why Does Brand Experience Matter?

A captivating brand encounter elevates brand recognition and nurtures existing and potential clients. This enhances your journey to forge brand trust and allegiance—elements that sway up to 58% of consumers to favor one brand over its rivals.

Let's explore these benefits further:

• Promotes market distinction

A standout brand experience sets you apart in the marketplace. Whether through an unforgettable jingle, a recognizable mascot like the Gerber baby, exclusive peeks behind the curtain, or specially tailored in-store experiences, immersive brand encounters carve a unique and lasting memory of your brand.

• Elevates the customer journey

Distinctive brand encounters grab customers' attention and offer top-notch service, fostering genuine interaction. This paves the way for an enhanced customer journey. Contented and actively engaged consumers tend to immerse more with your brand, approaching your products and services with curiosity.

• Cements customer allegiance

A compelling brand encounter that enriches the customer journey allows companies to resonate with customers emotionally. This transformation changed occasional purchasers into loyalists.

• Augments brand value

When consumers undergo a profound brand encounter and perceive alignment between the brand and their individual beliefs, they set that standard for their interactions with other brands. 40% of consumers will lean towards such a brand compared to its rivals.

This amplification in perceived worth eventually elevates your brand's overall value.

• Boosts revenue generation

The cumulative effect of all the benefits of a stellar brand experience results in an uplifted customer lifetime value (CLV), propelling profitability. Consumers deeply connected to a brand often exhibit reduced price sensitivity, prioritizing excellence over cost and thus fueling a consistent revenue model.

The real-world impact of brand experience becomes evident when observing renowned brands. A standout example is the globally recognized fast-food chain McDonald's.

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What Is A Brand Style Guide?

A brand style guide, often called “brand guidelines,” is a company's document outlining the proper display of brand elements in print and online.

It dictates the brand's colors, typefaces, and aesthetics, excluding market perception. The guide covers logo use, colors, imagery, icons, fonts, writing tone, and illustrative standards. Some are detailed with do's and don'ts, while others are more concise.

But what’s the point of a brand style guide?

The primary purpose of a brand style guide is to ensure your brand remains consistent and easily identifiable, whether content is produced in-house or externally. It's beneficial to share your brand style guide with external collaborators, media, and agencies to ensure they present your brand accurately.

Optimal brand guidelines are concise, straightforward, and readily available on the press section of your company's website, allowing for timely updates.

NASA's 1976 brand guidelines spanned an impressive 60 pages!

But in today's fast-paced world, brand guides must be concise. Look at Zendesk; they streamline their guide with essential details like fonts, colors, layout, and even a sprinkle of copywriting insights. A notable feature of NASA's '76 style guide was the demonstration of incorrect logo usage.

Similarly, another exemplary brand style guide is from the company X (previously recognized as Twitter). Compared to NASA’s detailed 1976 guide, X's guidelines are brief, clocking in at less than two hundred words.

6 Important Brand Design Trends

Tapping Into The ‘70s And ‘90s

Brands tap into nostalgia to evoke emotions from the past, creating timeless designs that resonate with consumers. Many embrace the '70s aesthetic, featuring warm earthy tones, serif fonts, and curved lines.

Take Nettie, a pickleball gear brand, for example. Their marketing and packaging designs exude '70s vibes, and their social media channels blend retro elements with modern images.

Steep & Mellow combines the bohemian '70s look with a contemporary twist, aligning with their herbal tea offerings for body and mind wellness.

But nostalgia isn't limited to the '70s; brands are also revisiting the '90s and Y2K aesthetics.

Pepsi recently reintroduced a logo reminiscent of their 1987-1997 design, which consumers easily recognized.

Furthermore, the playful and eclectic sticker book style from the '90s and Y2K, featuring doodles, icons, stamps, and vibrant colors, resurfaces in design trends.

Substituting Letters With Abstract Forms

Many companies are giving their logos and promotional materials a fresher, more conceptual look to evoke immediate emotions in their audience and grab fleeting consumer attention.

For instance, Nokia recently updated its iconic logo from 1979, making it lighter and more contemporary, reflecting its current position in the B2B tech world.

Similarly, some companies are replacing letters with relevant symbols in their logos. Sophistiplate, known for elegant tableware, cleverly replaces the 'O' in their name with a gilded plate.

Love to Ride, a biking company, substitutes both 'Os' with captivating circular designs, adding a contemporary charm that resonates with their brand's ethos.

Embracing Mascots

Mascots are making a strong comeback, evoking nostalgic vibes. Iconic figures like Mr. Clean, the Michelin Man, and the Energizer Bunny have left their mark in history. Today, brands recognize the power of mascots, not just for symbolism but for boosting brand loyalty, recall, and differentiation in a crowded market.

Studies show that mascots can forge emotional connections with consumers, with a remarkable 40% increase.

What sets modern mascots apart is their human touch, as they playfully engage with audiences on platforms like social media.

New mascots are emerging, with Old Spice introducing Swaggy Spice during the 2023 Super Bowl. Even smaller players like NoDa Brewing in Charlotte, North Carolina, are getting creative, featuring adoptable dogs as mascots on their "Rescue Brew" lager cans.

Showing Authenticity With Illustrations

Today's consumers seek authentic brand interactions. Authenticity resonates with 71% of consumers, boosting their support. When brands exude authenticity, 70% of consumers trust their products more.

Authenticity fosters emotional bonds, leading consumers to share positive experiences and influencing their purchasing decisions. Studies show that 57% are willing to pay more for a brand they connect with, and 76% prefer it over competitors due to the authentic bond.

Illustrations, especially hand-drawn ones, are a 2023 design trend for conveying brand ethos authentically. They offer a raw, unique quality, giving brands personality and charm.

Bare Soaps follows a similar strategy with minimalist, sustainable branding, featuring delicate line-art illustrations in muted hues.

Going Even Deeper Into Minimalism

Minimalist design has been on the rise since the 2010s, and it's still a top trend in brand design for 2023. Around 60% of major brands have embraced this style.

Why?

Many find comfort in its serene monochromatic simplicity, especially in a post-pandemic world.

Luxury brands are also drawn to minimalism for its refined elegance and functional adaptability. It's not just about looks; it's about versatility.

Scarlett Johansson para The Outset ❤️
https://t.co/lfa*gtRWBk6 pic.twitter.com/h5yDLyLfNJ

— Scarlett Johansson Argentina (@JohanssonArg) October 23, 2023

Even luxury fashion labels like Yves Saint Laurent and Berluti have made the shift. The automotive sector is catching up, too, with Audi and Infiniti opting for more understated logos.

Minimalism has spread to consumer packaged goods (CPG) as well. Household names like Chicken of the Sea now feature minimalistic typefaces and simplified packaging designs. In the beverage industry, various beer brands adopt minimalistic branding to appeal to health-conscious consumers.

This minimalist trend isn't fleeting; it reflects changing consumer preferences and the need for brands to stay relevant in evolving times.

Communicating Sustainability

About 60% of respondents are open to buying from food and beverage brands focusing on sustainability, with roughly half showing a similar preference for healthcare brands and 45% for retail and ecommerce products.

A separate study found that 78% consider environmentally friendly products necessary, and 74% are willing to pay more for them, underscoring the importance of brand image for sustainability-focused companies.

In 2023, these businesses are moving beyond simplistic green imagery and communicating their eco-conscious values through thoughtful, visionary designs. They aim to appear genuine and relatable without overtly promoting their sustainability efforts.

Industry experts predict that subtle yet aspirational designs will define the eco-conscious brand landscape in the coming months. Thinx, known for reusable menstrual products, employs a minimalist approach with brief packaging and a simple logo to convey its sustainable message effectively.

Similarly, Grove Collaborative adopts sleek designs in its packaging, website, and social media to create a sense of calm that resonates with those seeking an eco-conscious lifestyle.

DIY vs Hiring Brand Designers

When contemplating establishing a brand identity for your venture, the dilemma often arises: should you take the DIY route or bring a professional brand designer on board?

True, the current era offers an array of tools to design your visuals, but certain factors need attention:

• Initially, assess if you possess the expertise and time to craft a brand identity that stands out in professionalism. It's a common misconception that whipping up a logo or choosing a color palette is straightforward; however, the process can be intricate.
• Your brand identity stands as a pivotal facet of your business. It demands precision. Engaging with freelance brand designers, such as those from Toptal, can be the difference in ensuring your brand doesn't just look good but genuinely embodies your business's ethos, mission, and character.
• Deciding between a DIY approach to brand identity or leveraging a designer from platforms like Toptal rests on your financial allocation, time commitments, and the weight you assign to a seamless and striking brand persona.

So, where does the expertise come in?

Meet David Nuff, a freelance design consultant within the Toptal network.

He boasts over a decade of remote work experience spanning digital products, branding, and art. He's had the privilege of collaborating with global giants like Cisco, Nestlé, and Google.

Beyond his professional success, David is also an integral part of the Toptal Speakers Network and a recognized artist with exhibitions across Canada. What sets his career apart is the flexibility that remote work affords him, which he believes significantly enhances the quality of his work.

Now, let's explore Toptal's operational framework, shedding light on how this platform can connect you with top-notch design talent for your branding needs:

• Visit Toptal's website
• Search for the specific type of Freelancer you require, e.g., Brand Designer, and review the profiles of the highly qualified candidates
• Click "Hire"
• Answer a few questions about your company and the project you want the freelancer to work on. Here's a short walkthrough:

The Benefits Of Hiring A Brand Identity Designer

Imagine this scenario: You've been handling your brand identity independently for a while, and things are progressing... decently. However, deep down, you sense that something is lacking.

Your visuals just don't hit the bullseye, and you can't pinpoint the reason behind it. This is where a seasoned brand designer from Toptal can step in. They'll elevate your brand to the next level, crafting visuals that dazzle the eye and harmonize with your business's narrative, purpose, and principles.

A professional brand designer possesses the wealth of experience and expertise to make your brand shine amidst competitors and magnetize your ideal clientele. This could be a game-changer for your enterprise.

Take a look at the benefits:

• Expertise Matters: Thanks to their extensive experience and professional training, a brand identity designer can provide invaluable guidance and insights into enhancing your brand's visual identity and its impact on your business.
• Consistent Cohesion: Forge a unified and unwavering brand identity that authentically reflects your brand's essence and message.
• Rise Above the Rest: Establish a one-of-a-kind visual identity that distinguishes you from competitors while upholding your core identity and principles.
• Enhanced Communication: With a professional brand identity, your messaging becomes more precise, concise, and consistently resonates, making it more straightforward to convey your brand's message to your audience.
• Strategic Branding: Develop a branding strategy that aligns seamlessly with your business objectives and targets your ideal audience effectively.
• Top-Notch Design: A brand designer possesses the skills and tools to create high-quality design elements that exemplify your brand in the best possible light.
• Elevated Customer Perception: A well-crafted brand identity can enhance customers' perception of your business, making it more appealing to potential clients.
• Future-Proofing: A professional brand designer can assist you in designing a visual identity that can withstand the test of time and evolve alongside your business.
• Return on Investment: By investing in a professional brand designer, you'll experience a remarkable return on investment (in fact, a 20X return for every $1 invested in your brand!) in terms of heightened brand recognition, customer loyalty, and increased revenue.

1. Grasping your ideal client: Expert brand designers start by asking questions about your target audience, guiding the creation of your brand identity, and enhancing your marketing strategies. Their specialized expertise deepens their understanding of your ideal customers, aiding in a successful brand identity.
2. Crafting your visual branding via a strategic creative process: With their vast experience and insights, brand identity designers carefully shape it using the information gathered about your business. They make thoughtful decisions, blending colors, fonts, and symbols for the perfect outcome.
3. Fashioning a comprehensive visual brand identity for your enterprise: A brand designer helps you craft a complete visual brand identity, ensuring consistency across all aspects of branding and offering guidance on its evolution.

How To Choose The Right Brand Identity Designer

When choosing a brand identity designer, at MarketSplash, we believe in finding the perfect synergy for our business. It's not just about getting a standout logo or a stellar website. It's about partnering with someone who profoundly grasps our business and its values and can craft a mesmerizing visual identity.

From our experience, here are essential tips to consider:

1. Examine the portfolio: We look closely at the designer's previous work to gauge their style and expertise. It's crucial for us to ensure their past projects resonate with our business vision or the specific design aesthetic we're aiming for.
2. Scrutinize testimonials: We value feedback. Exploring reviews from past clients offers us insights into their journey with the designer. Questions we ask include: Did the designer uphold their commitment to delivering top-tier work on schedule? Were they receptive to feedback?
3. Schedule a conversation to gauge compatibility: For us at MarketSplash, this is like a first date with a designer. Through dialogue, we gauge mutual understanding and ensure they resonate with our brand ethos.
4. Assess pricing contracts: Before committing, we clarify the designer's pricing and terms, ensuring no hidden costs or surprises later on.

Frequently Asked Questions

Final Thoughts

Crafting a compelling brand identity design is a journey.

It begins with the seed of an idea and blossoms into a powerful visual representation of your brand. This dynamic process demands careful thought, rigorous research, and a crystalline vision.

Throughout our experience, we've found Toptal to be invaluable. They offer a seamless process to connect businesses with elite freelance talent, ensuring the foundation of your design journey is solid.

With Toptal's assistance, hiring the best designers becomes more straightforward, allowing you to focus on the creative aspects.

Adhering to the guidelines highlighted in this article can pave the way from concept to identity, ensuring your brand remains pertinent, recognized, and resonates deeply with your audience.

It's essential to remember that your brand identity transcends mere aesthetics.

It's about articulating your brand's core essence, values, and commitments, forging an enduring bond with your clientele.

So, as you set forth on this imaginative endeavor, know that designing a brand identity is not just about standing out but about making a lasting, meaningful imprint.