A logo is designed for recognition, because users identify a company by its logo. Simplicity and clarity are our best allies for designing logos. It is also important to have a series of logo versions that can be used throughout all your projects and online channels.
Choose a well-proportioned, clean typeface (often an extended font family and with various weights and styles) to use for all marketing materials. Select an similar alternative web-friendly typeface in case if your first choice isn’t available.
Photography, backgrounds, icons, and patterns, play huge role in portraying your brand’s visual identity and help to convey your message.
The corporate color scheme makes a strong statement about the organization. Selecting between 2-4 primary colors and complementing them with a secondary palette of 8-12 more, developing two different color combinations: one to be used in print materials and one to be used in web/mobile products, is usually a good practice.
A strong, consistent presence across various channels builds credibility and motivates clients.
Quality is one of the most important elements. The more comprehensive your brand is, the easier it to apply in different marketing materials.
What do they like or dislike, what is their lifestyle like, and why are they after your product or service? Define the audience for your marketing materials using as much research as you can. Good brand aims for effective communication.
What type of language should your brand use to address customers? Are there any specific words or vocabulary that should be used? What does your brand’s voice sound like in regular conversations? Answers on these questions will help you set the stage for user experience design and all marketing materials.
Try not to neglect this aspect of your business. The example of the company that recognize this important element is Apple. It created a dedicated, enthusiastic community around its products.
Culture is a commitment, not a poster on the wall. Be true to what you stand for and be authentic in everything you say or do.
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