For any company or corporation to be successful they must produce and maintain their brand identity; a brand identity allows your target audience or consumer to recognise your company and associate certain ideals or actions with it. One of the best methods in which you can promote your brand identity is through the use of graphics such as a website, a logo or business cards; however it isn’t as simple as creating these graphics and distributing them.
There are many aspects that should be considered when developing the images or designs that will represent yourself and your company – here are some important points to keep in mind as you do so.
Whether you’re designing your own website or creating a logo, there are features that you should keep in mind as you begin to develop them.
Colour is an essential aspect of graphic design – the colour that you choose can have a massive impact on the effect that your graphics have, for example if you are a freelance plumber or electrician the last thing you want is to use a colour such as brown, red or black.
A plumber that uses brown or earthy colour schemes will be associated with dirty water rather than efficient, quality plumbing services. Brown is a generally negative colour unless you are employed as a landscape gardener or tree surgeon, and even then green is preferred over brown; so the colour that you choose to represent you company can have a large impact on the success of your business.
Research has to be done before you commence your graphic project; explore the graphics and designs that have been used by businesses in the same industry as you. What do you like about their graphics? What works well and what do you think they could improve upon? Take ideas from these other businesses but do not plagiarise their work as your company logo or design must be unique.
Graphics and Marketing Materials
There are also specific features that you should keep in mind when using graphics to develop your brand identity.
The Logo should be simple and relevant to your business – complicated designs with gaudy colours are forgotten quickly as they don’t stand out or are too difficult to associate with a specific service or object. When you are designing your logo keep in mind the audience that you are attempting to attract and any doubling meanings that your design could potentially have. Don’t settle for just one design either, create several designs and have your colleagues, family or friends review them so that you have an idea of which designs work best.
Business Cards are an incredibly important resource when you are attempting to establish a graphical brand identity. Your business card should advertise the services that your company provides and also any relevant business information. Avoid using personal information such as your home address or personal email as this can generate a lot of spam and unwanted attention; you should also refrain from placing prices upon your business cards – if they’re interested they will enquire.
Other materials should be company specific, for instance if you are in the retail industry then clothing with your brand name of logo on would be considered appropriate, but if on the other hand you are a photographer or creative writer postcards would be suitable. If you are a member of a social networking site such as Twitter, Facebook or LinkedIn try adding a link to your profile or feed to your business cards, brochures or post cards.
There are many other tricks that you can utilise in order to promote your brand identity through graphics and typography, but most of all you should strive for relevance and honesty in any design that you produce. Keep in mind that the graphics you are using may be remembered for a long time, so be wise about your choices.