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 are our thoughts on that.
It starts with the logo
For most designers, 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 great logo from Dark Horse Wines:
There’s a lot of reasons this logo is great:
- It’s iconic
- It’s clean
- It's clever
This logo brings out the business’s uniqueness when compared to other wine retailers because of its symbol, as well as its bold, sans 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 impresses through the way it stands apart from typical wine brand logos.
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 is this business's goal?" Everything you create as a designer should answer this question. To find this out through design, you can ask yourself as well as your client 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 sweet spot here will be between the owner and the audience they serve.
Ensure everything carries your design's messaging
While messaging is usually the domain of copywriters, designers are also involved in 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.
For any questions, don't hesitate to get in touch with us through our form.