BRANDING BASICS
by Yearwood Graphic Design
yearwoodgraphicdesign.com
@yearwooddesigns
yearwooddesign@gmail.com
Your brand is your promise to your customer. It tells them
what they can expect from your products and services, and it
differentiates your offering from your competitors’.
Your brand is derived from who you are, who you want to be
and who people perceive you to be.
what is a
brand?
Things to Establish as You Build Your Brand Identity.
What Are Your Values?
What Is Your Message?
solidify
your brand
identity.
What Impact Do You Want To Have?
Who Is Your Target Audience?
What Is Your Aesthetic?
While ever business is unique, there are a few items that
are crucial in brand identity and recognition.
-Logo
-Colours, Typography + Elements
what makes
up a brand.
-Business Cards + Printables
-Letterhead + Email Templates
-Website
-Brand Standards
A logo and brand design are tightly meshed since any logo is an
inherent part of visual brand identity. It is your brand’s special
mark.
A logo should represent who you are and what your brand
stands for, it should be able to grow with your brand. A logo
does not have to be a literal interpretation of your services
or business name.
1. logo
Logos come in many forms.
Monogram (HBO, IBM, NASA), Wordmarks/Logotypes (Google,
Coca Cola, Visa), Pictoral (Twitter, Apple, Target, Abstract
(Pepsi, Addidas, BP), Mascots (KFC, Kool Aid, Planter’s Peanuts),
Combination Mark (Burger King, Doritos, Lacoste), Emblem
(Harvard University, Harley Davidson, Starbucks).
Brand Colours work in tandem with the logo, typography,
imagery, and elements. The colours should reflect the feeling
you want customers to resonante with.
A logo should only be roughly 2-3 colours, brand colours will
expand on that with secondary and tertiary colour palettes. All
of the colours should work harmoniously together.
2.1. colours
These colours will be used in everything. So make sure you like
them and they work together!
Typography is the set of fonts you will use to represent your
brand. These fonts should work well together and be able to
work on all mediums and events. Consistent typography
helps people recognize your brand, even subconsciously.
2.2.
typography
For small businesses, choose 1-2 well designed and legible
fonts. Make rules of how the fonts will be used (headers, links,
body paragraphs, all caps) and stick to those rules!
e.g.
Brand Elements can be anything from watermarks, patterns,
shapes and doodles, to imagery, quotes, and distraction
patterns. These are external items that are used in special
occasions to help being clarity to your brand. Elements should
be on brand and be used to highlight, not distract from the
main brand.
2.3.
elements
Business cards, letterheads, email templates, and
printables. All of these elements should be an extention of
what came before. Apply your typography, logo, and colors in
ways that fit your brand.
3. business
cards and
more
When these are seen by the public, it will further solidify your
brand in their minds and what it looks like.
Your Website should be a continuation of your brand.
Whether your website is selling products and services, or just
being used as an informational space—it needs to be on brand.
4. website
and online
presence
This means the colors, typography and imagery should all
compliment the print materials. This is your online brand
presence—it is just as important as a logo.
This applies to any online presence (Facebook, Instagram,
LinkedIn, YouTube...etc). Let every forward facing aspect of your
business be on brand.
Keep a comprehensive document of your brand standards
and guidelines. This document (at minimum) should consist of:
-Brand Logo (its various forms, and the usage rights)
-Brand Colours (colour parings, and the do’s and don’ts)
5. brand
standards
-Brand Typography (approved fonts for print/web use, and the
formatting rules)
-Brand elements (and their situational usage)
-Brand Imagery + Examples (a mood board of brand imagery)
-Brand Do’s and Don’ts (a comprehensive list of approved ways
to use brand elements and how they shouldn’t be used)
Share this document with any future persons who will be
working with your brand (designer, web developer, printer...etc.)
Stick with one designer or agency. If at all possible, stick with
the designer who created your initial brand. If you decide to
outsource your work, make sure to share your brand guidelines
document with whoever needs to view it before creating
content for you.
how to stay
on brand?
Design check against your guidelines. Make sure that no
matter what event, time of year, or product you are selling—
it stays on brand. If your brand colours are purple and white,
make your christmas cards and posts purple and white!
Find a tone of voice in how you address your audience.
Whether it be friendly, joking, or serious, your tone of voice
should be consistent across all platforms.
Questions?
THANK YOU FOR JOINING!
Branding Basics by Yearwood Graphic Design
yearwoodgraphicdesign.com
@yearwooddesigns
yearwooddesign@gmail.com