Contents
- What is brand design?
- Mistakes in understanding brand design
- Objectives of brand design
- Key requirements for brand design
- Who needs brand design
What is brand design?
Brand design is a set of visual elements that create a unique image for a company and help it stand out from competitors. The main components of brand design include the logo, corporate colors, fonts, graphics, website design, and advertising materials. Depending on the specifics of the business, this list can be expanded. For example, at "Yandex.Taxi," the design of the vehicles has become an integral part of their brand design.
Mistakes in understanding brand design
Brand design is often confused with identity and corporate style. However, identity encompasses a broader range of elements, including visual, verbal, and auditory components that help a brand stand out. Corporate style, on the other hand, is closer to a synonym and also includes a slogan. Brand design focuses solely on visual images, which makes it an important tool in marketing strategies.
Objectives of brand design
The main objectives of brand design include:
- Forming the brand's image among consumers and distinguishing it from competitors;
- Generating interest and attracting the target audience;
- Increasing the memorability of the brand and product;
- Maintaining consumer loyalty and attachment;
- Reducing costs for promotion and advertising;
- Effectively conveying the meanings embedded in the brand positioning.
For instance, the company "Litres," initially known as a book service, expanded its services by adding podcasts and audio lectures, which required updating their brand design. The new visual elements reflect the variety of content and emphasize the platform's flexibility.
Key requirements for brand design
While uniqueness and originality are the foundation of successful positioning, there are several common requirements for brand design:
- Memorability: The brand should be easily memorable at first glance. Complex visual elements may distract from the essence.
- Logic: Design elements should clearly demonstrate belonging to a specific product group and price category.
- Attractiveness: Elements should be aesthetically pleasing and align with the brand's style.
- Conciseness: The images conveyed should be simple and clear to avoid misleading the audience.
- Adaptability: All elements should work well in both digital and offline environments.
Who needs brand design
Brand design is essential for standing out among competitors in any business sector. It is important for:
- Startups and small businesses: Helps enter the market and gain audience trust.
- Large companies: Allows for refreshing visual elements and attracting a new audience.
An example is the cafe chain "Bеру Иду," which uses elements of street art to capture the attention of the youth audience. Even well-known brands like "Soda Piщевая" update their visual elements to stay trendy and meet modern consumer demands.