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Looking around at today’s digital landscape, brands are always in competition with each other and trying to ride the waves of current trends to stay relevant. Establishing a strong and cohesive visual identity for your brand is more important than ever if you want to stand out from the hundreds of similar operations to yours. Crafting your own brand to be well defined will set you apart from competitors but also guarantee that your intended message is clear and concise across all platforms. From big companies to small, every brand needs to present themselves in a way that stands out. Some ways that this can be achieved are as follows.
Define Your Brand’s Core Elements
Before exploring all the details, it's very important to have a clear understanding of what makes up your brand’s core elements. These can include, target audience, unique stance, and tone. These elements will cement the foundation upon which your visual identity and brand will be built. Your brand's overall tone will influence decisions like the colour palette, typography, and imagery.
Develop a Comprehensive Style Guide
A style guide is used as your brand’s rulebook. This is the best way to maintain your brand's consistency when working across various media platforms. Some of the most important main components of a style guide include, logo usage, colour palette, Typography and Imagery. Logos and colour are the first thing a person will see when learning about your brand. Define what primary and secondary colours the logo should utilize and make sure to have the including their hex codes, CMYK values, and RGB equivalents. Be sure to thoughtfully specify fonts for headings, subheadings, and body copy. Include kerning, tracking information as well. Include examples of how imagery will be displayed such as photographs or illustrations.
One tech brand that is renowned for their consistency and recognition over the years is Apple. This company has maintained their brand image for more than a decade and utilized the same logo since the 70s. While there have been small variations in their branding, the minimalist tone and luxury feeling is still present to this day. Apple's products are instantly recognizable as they adhere to a specific style set that is carefully maintained in order to upkeep their image. It is the goal of every company to achieve the success that Apple has with their excellent brand positioning. Without adhering to these guidelines consistently Apple would not have the same recognition it has today.
Consistency Across All Platforms
Keeping a uniform visual identity across all platforms is key to building a strong brand presence. In this modern age of technology there are various platforms to represent your brand. Some of the most common platforms are a website, social media, marketing collateral and physical packaging if applicable. Any of these channels could be the very first interaction a viewer may have with your brand so you want to make sure that your brand's message and purpose is presented clearly.
Regularly Review and Update
A visual identity is not a set in stone. As time passes you should regularly review and update your style guide to reflect any changes in your brand’s direction or industry trends. It is very important in the competitive market to ensure that your visual identity remains fresh and relevant.
A popular brand that has maintained their recognition but has updated their tone is McDonalds restaurant. The Yellow and Red colour of the McDonalds branding has become so iconic that the combination brings to mind the company even when no logo is present. While the logo and branding may have stayed consistent, The tone of the physical store fronts has changed. In the past, McDonalds locations were far more vibrant and playful, utilizing their iconic colours throughout the establishment and appealing to a much younger audience. Since then, McDonalds has expanded its menu to include breakfast options and to appear as a café. In addition, the insides of McDonalds have been updated to be simpler and more modern. Despite these changes McDonalds stays as one of the most recognizable brands worldwide.
Creating a unified visual identity across various platforms is a strategic process that demands careful planning and implementation. By identifying your brand’s fundamental elements, creating a detailed style guide, maintaining consistency, adjusting for different formats, and regularly assessing your identity, you can establish a strong and memorable brand presence. A cohesive visual identity not only enhances brand recognition but also builds trust and encourages brand loyalty.
