What Is Branding from a Design Perspective?

There’s no question that branding is critical to every company and business, whether your client is a one-person outfit or a 1,000-employee company. Branding goes far beyond creating a look or a catchy tagline. It takes a designer, a copywriter, and the business owner to really flesh out a brand.


So where do designers fit in when it comes to branding? Here’s my thoughts on that.


It starts with the logo

For me, the cornerstone of designing and branding for any client starts with the logo. It’s the base for everything else, acting as a guide for all the other assets that you’ll design for the business. As an example, take a look at this logo that I love from Dark Horse Wines:


There’s a lot of reasons I think this logo is great:


  • It’s iconic
  • It’s clean
  • And so clever!


This logo brings out the business’s uniqueness when compared to other wine retailers because of its symbol, as well as its bold, San-serif font. This wine company didn’t fall into the traps of using cursive and antique fonts like a lot of other wine brands tend to do. This is a logo that makes you stop, look at it and go, “How cool!”


Use the elements of your client’s business

Another critical part in the branding process for designers is breaking down the elements of your client’s business so that you can zero in on what makes them unique and stand out. The main question to answer through branding for any company is: What’s the goal of the business? Everything you create as a designer should answer this question. To find this out through design, I ask the client and myself these 2 critical things:


  • What’s their audience? - All the imagery you create should resonate with the client’s demographic.
  • What color palette is appropriate? - The colors you use should encapsulate and incorporate the client’s personality as well as their demographic. The “happy place” here will be between the owner and the audience they serve.


Carry the design messaging through everything

While messaging is usually the domain of copywriters, designers are also messaging - just through imagery and color. Take the time to really get to know your client and nail down their logo. Once you do that, you can incorporate all the other elements of their business and services into branding their website, social posts, email marketing, and more.


Have questions? Don’t hesitate to reach out to me here.