Brand Identity Design: What It Is & How to Do It [+ Examples]

Cody Cromwell
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How Brand Identity Design Works

Brand identity of your business is basically the overall image, logo, signs, color scheme, etc. of your business or service that markets and defines your business.

Brand identity design deals with the whole system of branding to create a consistent signal that consumers can recognize and understand so that they understand the differences between businesses.

Any design agency can help you in designing your brand identity.

The most important thing to starting any branding project is to weigh out all the different elements of your brand identity design and do it the right way.

This is not a new concept to most marketers, and if you aren’t sure of what it is, I’ll do my best to explain it here.

This is basically creating a system for your brand that allows the consumer to understand it and to make the buying decision for you.

In other words, how do you create the mental picture of your brand in their mind?

The starting point for almost every design is knowing what you want your brand to mean, doing that in a way that makes sense internally in your team, and getting feedback and refining the idea until you know it’s ready to make it out to the world.

How to Create Your Brand Identity Design in 6 Steps

Most people have a brand. Whether it’s Coca-Cola, Apple, Nike, or Starbucks, each brand’s identity is comprised of numerous elements. These elements are what makes creating a logo, website, or marketing materials seem –easy” for a graphic designer. But even the most basic of brands can get lost in the crowd if they aren’ done well.

To stand out in the crowded market of design, it can be difficult to start with a blank canvas and create something from scratch. But the truth is that no one has built a successful brand from scratch – and there’s a reason why. Brand identities are complex and hard to create, and it is easier to start with some concepts and ideas and take those further than starting from scratch.

So how do you create your brand identity? Follow these six steps to start with a clean slate and create a successful brand from the ground up.

Step One: Discover the Who

When you begin designing for a brand, the first step is to find out who that brand represents. What age, gender, what lifestyle, and any other demographic information you can get your hands on about your target customer. Pinpoint the details of a target market you are interested in, and you’ll be on your way.

Define Your Target Customer

A big part of branding is defining your target customer. Who will use your product? How will they use it? When and where will they use it? Knowing these things is essential to designing a brand identity that meets your goals and solves the problems of your target customers.

If you don’t already know who the target customer is, you can get a good idea from the company itself. Look through their literature or website. Are they selling to students? People in their 40s? If so, look into your competitors who sell similar products. Who does that company target? Are your competitors selling to the same group as you?

You can also do some research online and in magazines. For product design, look at the target executives listed in various magazines. Go to their company’s website and see what kind of products they sell. If you’re interested in a specific market, like craft beer, look beyond brewmasters’ websites and into newspapers and magazines, too. Do you see a trend of industry trends, use of colors, and popular fonts? The answer will give you insight into the background of your prospective customers, and help you develop a company identity that meets their needs.

Generating interest in your product is a challenge, but the main challenge after that is finding the right personality to go with your brand. There are a number of ways to meet this challenge.

Clarify Your Value Proposition

Your brand is a promise about who you are and what you stand for. Before your brand is imprinted on people’s minds, they must first know who you are, what you do, and why they should care. When you create your brand identity, you’re doing more than designing your logo. You’re striking a balance between form and function. You’re creating a visual representation of four core attributes (values, promises, personality, and functionality) that will help define you as a brand.

Branding is usually done by agencies or creative freelancers. They will need a portfolio of design, spreadsheets containing client information and previous contact details, a list of keywords and phrases to consider putting into your brand, and a written brand identity brief. The following is a brief example of a brand identity brief that an agency would complete for a client.

The Brand

We’re a web development company who specializes in custom web development. We’re dedicated to building web applications that will meet and exceed our customer’s expectations. We’re passionate about our work and are committed to delivering world-class digital experiences. The Web site will showcase our style, range of services, and portfolio.

The Goals

To give potential customers enough information to make an informed buying decision.

Choose Your Brand Colors

Brand colors is the heart of your branding. Everything stem from your Brand Color. Choose your Brand Color carefully because your Brand Color is the most distinctive mark you can possibly have to make your brand easily recognizable. If you fail to make any decision about your own colors, at least you can still avoid making a mistake by stealing someone else’s colors.

Choosing your Brand Color is one of the three most important key decisions in your brand identity design. The other two important key decisions are the most important elements in your branding, i.e.:

  • The Most Unique and Important Element of Your Branding
  • The Second Most Important Key Element of Your Branding

Your Business Name! If you’ve outlined the goal and mission of your brand, then this is the most important element of your branding. In fact, it’s so crucial, that the business name is the most important element of your branding, it will ensure an amazing success. It will be the first impression of your brand, and will be remembered by and remembered by your customers for quite long.

But how is this important? The business name is the queen of your branding. It’s the most recognizable element you will have to help you uniquely compare and understand your brand. It’s easy to just use one typeface or font in your business name and call it a day.

Design Your Logo

Everyone is familiar with the term brand identity. It’s one of the ways of brand building and it’s the name of the brand, but what exactly is it? It’s a very important element of your brand as it is how the brand is recognized and owned by your customers.

The name of your brand is the essential element of the brand identity. As it has the reputation of your product within itself. Once you go for a branding, you will have to keep choosing such a perfect thing for your brand name that can get noticed among other brands with similar category in your industry. If you choose the brand correctly, your brand identity becomes well-known to the people and it helps you in growing your business in a better way.

But before coming up with a different solution of your name, you can go to the existing solution which already has that unique identity that can make your brand famous among your competitor’s brands.

Well, if you are looking to know more about the design your business name or to know how to design your logo to make it famous among the other brands then you would be delighted to know that there are some very popular design your logo online logo generator application which would be more helpful and easy to use for smaller organizations.

Select Your Brand’s Fonts

Colors & Logo.

Founded in 2009, Brand New Nation is a progressive design resource featuring brand identity design inspiration, mockups, tutorials and information to help you get started on your own brand identity.

Branding is important in business because it helps your business sell. Branding plays on the emotions of your target audience and inspires them to buy from you. It needs to have personality, be consistent and used correctly.

Your brand can play a big part in promoting the reputation of your product, service or business and should be used in all your marketing materials and communication.

Create a Brand Style Guide

In this post, we’re going to look at an example of how a brand style guide can help a company shape its identity. A style guide is a document that outlines a company’s visual identity by including design elements and the specifications for using them. As the name suggests, a style guide is a style guide to doing things. The format and style are dictated, and the document serves as a tool for consistent design. In other words, it helps a company to get on the same page so everyone knows how to work in tandem.

A brand style guide is similar in many respects to what many people refer to as a visual identity or brand identity. But even though they are similar, they are not the same, and they are important to understand the differences.

Visual Identity – The visual aspect of branding. This is the published visual representation of a company that people see (e.g. the brand name, logo, tag line or trademark symbol, and any symbols that are part of the brand name, or that represent a product or service). Visual identity design can include things like the tone of a brand’s lettering, the style of a brand’s typography – and other visual elements that are included in a company’s published design expression.

Brand Identity Design Examples

Designers draw inspiration from objects in the real world. They use top-notch design skills and creative thinking when they create a brand identity. It’s an artistic process that translates to the real world of product design.

The corporate identity and brand design work hand in hand and work towards a common goal. When they are both well thought out, they will enhance each other and thus ensure that the company’s product and service offerings are as good as they can be. When the two go wrong, it can lead to disastrous results that can cost a company its abilities to compete. The good news is that there are plenty of great examples of brand identity design to learn from.

This list is broken into the following three categories: identity design examples, brand design examples and logo design examples.

FedEx’s Brand Identity Design

FedEx’s brand identity is easily one of the most recognizable in the world, and the design was created almost 3 decades ago. The red expressionless delivery man with a gun, along with the yellow and the now iconic red arrow have shaped the FedEx brand… and yes, we do mean FedEx… for almost 30 years. A few years ago, the company broke the gun down, and re-established the man, which has caused much debate and uncertainty. In a recent poll, 41% of the people who voted said that the FedEx delivery man was one of the most recognizable brands in the world.

Red, black and white are the primary colors of the brand, and the symbol of the brand, a yellow arrow and a red background, has been synonymous with the company ever since the 80s when the brand was created.

Below are what we believe are the 10 most important elements that make up the brand. Of course, other elements are being constantly tweaked, but these are the 6 most important components that make up the brand identity.

The FedEx man

The redesign of the FedEx brand was mostly due to the fact that the iconic image of the man is a very present and important element on the world’s biggest delivery company’s brand.

The yellow arrow

Apple’s Brand Identity Design

Simple, Clean, Incredible

When Apple first created the iPod in 2001, the company was still relatively unknown. The media was skeptical of this “new” music player and wasn’t sure why people would need a device

That looked like a mini hard drive. The name iPod was seen as a strange spelling of “iPod.” The company certainly had its work cut out for it in terms of advertising, but Apple has always been completely confident in its success.

Now, Apple’s brand identity is one of the most recognizable among the top 100 global brands. The company’s clear, simple design communicates its products’ endless possibilities. Its signature “small-caps” typography is perhaps what has made the brand the leader it is today.

Here’s a quick look at the design principles that form Apple’s brand identity:

The color of thought

Who Brand Identity is Right For

Brand identity design is usually reserved for large companies. However, although it’s a brief term, it can be very helpful for smaller sized companies or one-man bands. This technique is common for individuals who are starting out in the industry, and for established companies.

Helpful for Medium Sized Companies

It can be beneficial for companies with a decent number of employees and some development. It’s not necessary for small companies to have a strong, corporate design. However, you want your branding to seem clean, non-cluttered and professional.

It can be easier to design your own brand identity if you have a significant amount of assets to work with. Like with all art, the more you have to work with, the better your final product is going to be. It can also be more cost effective.

This is especially useful for small sized companies and one-man bands. Some small, one-man front-end developers specifically use this technique to market themselves and to attract clients.

Alternatively, they can use their website’s design to emphasize their abilities, complement their offerings and keep themselves in the forefront of the industry.

The Bottom Line

A logo is the building block of your brand. It represents your business and represents your ability to connect emotionally with your audience.

Your brand will help you establish uniqueness and a sense of reliability in your business. The key to creating trust — which is vital for any business — is consistency.

Many companies struggle to find their brand voice. The key is to come up with a consistent brand vision to guide your creative process and maintain your focus. This vision should revolve around your core values and mission.

This allows you to maintain brand consistency and keep your vision in mind when you create new work. Once you have your brand vision, you can also create a brand foundation document to help you ensure that your brand looks the same as it did when you started.

Most importantly, you should develop a brand personality which can be used in form and structure. This will help you establish consistency and also help you overcome common brand problems.