The Ultimate Brand Experience – Part II

Welcome back to our guide to building the ultimate brand experience! Part II of our guide is all about the visuals. In Part I we talked about how to identify your brand’s personality. Now that we’ve got your company’s character traits sorted, it’s time to exhibit these traits in a noticeable and interesting way.

Streamlining your visual brand elements 

Creating a visual identity allows us to bring your company’s character to life through design, imagery, colour theory and consistent application. The starting point for creating a brand identity is logo design, followed by the application of this across stationery, web and print design.

The next step is designing a distinctive visual look that works across these different platforms. This includes choosing a specific colour palette, typographic treatment, and consistent image styling just to name a few. Here are a few tips:

  • Logo: Plain and simple, your logo needs to reflect your character traits and appeal to your target market. You may have several variations of a logo such as stacked versions, horizontal versions and icons. Try to stick to under two-three colours.
  • Logo Lockups: This is designed to keep placement and usage of your logo consistent. This is where you demonstrate how the different variations of your logo are supposed to work, for example when the horizontal logo is preferred over the stacked version.
  • Colour Palette: What colours are in your logo? These become your primary colours. In addition to these, pick two-three complimentary colours that work well with your primary colours. Your colour palette is what brings together your identity in the absence of your logo. Typefaces: Pick two-three fonts for your brand identity. Think about which fonts will be used for headings, pull quotes and paragraph text. Aim to make these as similar as possible from one application to the next. Fonts themselves have particular visual personalities, so try for fonts that match your character traits.
  • Typeface Treatment: Design ways of handling key types of text such as headings, subheadings, pull quotes, references and paragraph text. For example, always have your headings in capitals at point size 18, and your paragraph text at a point size of 10.

When a brand identity really works, you can recognise the brand even when you can’t see the logo

The visual identity of your brand is a powerful tool in building your reputation. A reliable brand is a consistent one. A style guide is your go-to for maintaining visual brand consistency. Think of it as a compact package that encompasses the all-important elements that that make up your identity. This document is essential when outsourcing work to professionals such as designers, developers and advertisers to let them know exactly how your visual brand works. Make sure your style guide has the following essentials:

  • Logo and lockups
  • Colour palette with Pantone, RGB, CMYK and HEX values included
  • Typefaces and their treatment – provide examples
  • Visual examples of your stationery and web design

Other elements that may be specific to your brand that should be included in your style guide are things such as icons or consistent styling for images.

If you want to streamline your visual brand elements or would like to chat about strategic visual marketing for your brand, call us on 0424 867 866 or email hello@lemontreemarketing.com.au