How Can You Identify The Core Visual Aesthetic Of Your Brand?
It’s not uncommon for certain brands to develop iconic imagery that lasts with them for years. Think of the commonly-known red color and white script of Coca-Cola, or the clean lines and logos of car manufacturing firms like Audi, or perhaps the multi-colored rainbow aesthetic of Google’s logo.
These visual decisions did not come from a vacuum. It’s important to keep that in mind, because taking time to truly identify the scope of your brand and how its imagery works with its name, its products/services, and its general personality can be a great foundational metric for helping your brand seem cohesive and memorable.
Firms like Traffik help you leverage this and actualize your brand in the marketing space with carefully formed visual campaigns that make all the difference, but how can you establish those core visual principles in the first place?
Of course, using professionals to guide you can be an important first step. Graphic designers, content writers, and marketing agencies can help supervise your decision, but ultimately, this decision is yours to make. In this post, we’ll help you get there:
Fonts & Script
The fonts and script you use to define your logo, to letterhead the top of your documentation, and of course to work alongside your graphic design imagery can work well for you. Some brands use proprietary fonts, but licensing them can also be worthwhile, as can using a graphic designer to help cultivate a script that works for you. If you run a fun cafe or child-focused brand, this might be fun, wacky, and even anthropomorphized. For a legal firm, the script will be legible but professional and defined, similar to cursive or clear print. This can help define how you present your ideas more easily.
Logo Design & Alternatives
Logo designs can help express your brand and cultivate a symbol that serves as a reference point for others to notice and familiarize themselves with it. This can be simple, such as a few initials carefully colored, or in the case of professional firms such as legal enterprises, it may be as simple as a full brand name noted in legible script. Whatever logo design you go for, it’s good to have this designed for your social media pages (such as on a banner background appropriately sized), your letterheads, and the signature section of emails.
The coolest aesthetic and the most intelligent graphic design pales in comparison to legibility and readability, be that your banner placed on a bus, or fitting in a small Google ad space on a smartphone app, or as part of a social media video you promote to targeted potential consumers.
Legibility often means simplicity, especially when it comes to promotions or instructions regarding how to interface with your service. If you can achieve that, then half of the very necessary work has already been done, and you’ll benefit as a result.
With this advice, you’ll be sure to identify and create the core visual aesthetic of your brand!
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