Fundamentals of a good design

The visual aspect of your brand helps create a distinctive identity and that is precisely why the design of logo, typography, fonts, business card, tagline, packaging etc. are important. These are often the first thing a prospective customer sees about your brand. It is the first impression of your brand and can play a huge role in your brand’s future. Some good examples of that is Nike, McDonalds, Gucci, etc. It helps you stand out from the crowd.

There are certain fundamentals of every good design:

1. It’s simple: It’s almost like a symbol in which a few shapes can represent an idea, a phrase, an emotion or is this case, your brand’s identity.

2. It’s versatile: It should be able to look good on your website, business card, a hoarding, your packaging etc. 

3. It’s distinct: This goes without saying but it should have the ability to invoke curiosity. It needs to be something new that hasn’t been done before. 

4. It’s relevant: It has to be something that works with your products and services as well. It needs to complement them, not contradict.

5. It’s not controversial: A thorough due diligence needs to be done on your visual designs as they might have existing negative connotations attached to them.

Process involved for designing the brand guidelines

Brand guidelines, also called a brand style guide, are essentially an instruction manual and rule book on how to communicate your brand.

They lay out all the visual details, as well as important notes about the company’s voice, tone, and messaging. They come in the form of a physical or digital booklet filled with examples of what to do and what not to do.

They ensure that the brand image stays consistent no matter where or who it is being represented by since everyone follows these guidelines like a rulebook for designers, marketers, copywriters, content creators & agencies.

Here are some steps on how to create a wholesome brand guideline:

1. Define your brand voice

This is the verbal and written expression of your brand. It’s not just what you say, but how you say it. This is a comprehensive guideline to any communication in the context of the brand, or conversation with stakeholders, or simply, the audience. It covers every last detail from vocabulary to calls to actions, etc. and everything in between.

2. Colors

A common practice is to use specified color palettes in your websites, ads, website, logo, packaging, etc. This really contributes to the visual aspect to your brand and helps streamline the way your brand is represented visually further making your brand image consistent.

3. Logos

There is always a primary logo and along with that are also secondary or tertiary logos that are just variations in size or color or white spaces etc of the primary logo. There is a need for multiple acceptable variations because they have to be versatile and should be ready to use in many different situations & representations.

4. Typography

This is the focus in your written representations whether its websites, newsletters, or ads. There are thousands of fonts & styles out there and choosing the ones that best fits your brand is necessary and what’s even more necessary is that it is used consistently across the board.

5. Other graphic elements

Iconography, illustrations, focus rings, favicon, etc are a great way to make a page or a piece of communication more visually interesting & it makes it easy to navigate through big volumes of information. Having templates of graphic elements saves marketers a lot of time, research, and discretion.

6. Photography/Videography

This is the most engagement oriented aspect of a brand’s content strategy. It has to be clearly defined with guidelines, cinematics, etc. so as to represent such a subjective & comprehensive content in the most consistent way possible as there is a huge scope for contradiction. This also consists of defining Do’s & Dont’s and is a top priority for most reputed brands in the world.

Focus on Design capabilities

We provide a plethora of design services and capabilities that make up your brand identity. Here’s a list for your reference:

1. Logo design

2.Color palettes

3. UX & UI for websites.

4. Copywriting

5. Brochure/ Stationery/ Business Card Design.

6. Packaging

7. Print Campaigns.

8. Presentation Templates.

9. Email signatures.

10. Social Media Creatives

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