There is a lot of work that goes into brand design, especially for small businesses. Creating a brand isn’t just about choosing a name and a logo. In today’s marketplace, each part of a company’s brand communicates with consumers.
Typography can be used to set the tone for a company and to reach a target market. Corporate nomenclature is also strategized to help products establish a level of consistency. Even a color scheme can be important in creating a brand that people can identify with. Designing a brand brings together all of these considerations and more. As technology and social media continue to open up the marketplace, interesting new trends are emerging.
Flat Line Design
Mono or flat line logos have been popping up more and more. In this style, designers use basic, thick lines to draw an entire logo. It communicates simplicity within a company and can help web designers create cleaner looking layouts. Flat line logos are also extremely easy to translate to branding ephemera like business cards and mugs.
Company’s that want to be seen with more formality have been calling back to earlier styles of branding. Many companies have been choosing designs that incorporate more ornate typography and logos that look lithographic. This is particularly useful for businesses that depend less on a logo and more on their brand’s name to gain recognition. A vintage logo coupled with a carefully crafted marketing voice can do wonders in well-established industries.
It’s important for many small businesses to be approachable to their customers. Some designers have been showing a company’s folksier side by creating logos that look handmade. This may come in the form of a logo that looks like a doodle, or a type set that looks hand-written. JustCreative.com said, “Handmade logos speak of honesty.” Some brands are even opting to use just the hand-designed text to lighten up more intricate logos.
Variations on a Theme
A strong graphic can be used anywhere to establish a company’s brand. In order to diversify branding, designers have creating permutations of a their logos within a theme. This might be as simple as changing the logo’s color or as intricate as filling the body of a logo with a different pattern or image. Think about how recognizable the Nike “swoosh” is not matter what color it’s filled with.
Avoiding The Same Old Trends
Finding a design that fits with a company’s overall branding is difficult. Successful branding combines a product or service with a voice and logo to match it. A lot of companies have been using “flat design” recently, a trend that thrives on a simplified, clean aesthetic. However, now that so many companies are using flat design, it no longer stands out.
The biggest pitfall of branding, however, is designing a brand that misrepresents the business. It’s not just about choosing a cool logo or following trends; it’s about accurate and unique representation. Businesses that focus on their web presence will brand themselves differently than those who reach their clients through trade shows and TV spots. If you see a new idea, try it out and make sure it fits with the established brand. If it works for the company it’s sure to stick.