1. Logotype and Signature
A logotype is a word(s) in a determined font, which may be standard, modified or entirely redrawn. The logotype is usually tied with a symbol which will characterize the signature. Logotypes need to be not only distinctive, but durable and sustainable. Make sure that it goes according to all rules of visibility, comprehension and utility. The best design is the logotype’s letterform being able to fit with the symbol in harmony, in order to proper express the company’s in succinct and efficient manner.
Explore all possible typefaces, san-serif, serif, italic as well as all weight, scales, different symbols and variations.
Once the main signature is established in the market, explore all possible different versions of the signature without losing its language, fitting with each occasion and product.
2. Color
Color creates emotion, triggers memory and gives sensation, can be used to express personality and accelerates differentiation. For each consumer, in midst of the visual perception, the brain will first register the shape, followed by its color and later the content. To choose a color correctly, there’s the need of full comprehension of color theory and its effects in psychology, how it’ll complement the brand to be rapidly perceived and differentiated. Families of color are developed to support a broad range of communication needs, building standards of the brand’s color palette. Several questions are built to aid in choosing the color that will fit the brand:
Is the color distinctive?
Is the color differentiated from that of competitors?
Is the color appropriate to the type of business?
Is the color aligned with brand strategy?
What do you want the color to communicate?
Does the color have positive connotations in the target markets?
Does the color have positive or negative connotations in foreign markets?
Is the color reminiscent of any other product or service?
Will the color facilitate recognition and recall?
Does the color work on white?
Can you reverse the mark out of black and still maintain the original intention?
What background colors are possible?
How the color work on one-color application (fax or newspaper), is reflected on monitors (PC and mac) how do you adjust to the web?
Have you looked at ink draws on coated and uncoated stock?
Will the color system be flexible enough to allow for a range of dynamics applications?
Does the color system support a consistency of the brand?
Have you examined the benefits and disadvantages of:
Using color to differentiate products?
Using color to identify business lines?
Using color to help users navigate decisions?
Using color to categorize information?
3. Typography
One of the most important aspects in building a brand is also defining its typography. A unified and coherent company image is not possible without typography that has a unique personality and an inherent legibility. To choose the correct typography, it is required to have a vast knowledge of the variety of choices and be aware of the importance of the fonts that will align perfectly with the company’s image. Typefaces families should complement the signature, but does not necessarily need to replicate it. Build a standardized typeface family that also allows flexibility to be used for any occasion or graphic form (website, magazines, packages, etc). If it’s a multinational company, make sure that all languages have one matching style. If possible, also establish the paragraph, size and spacing required in their consumer products and communications.
Make sure that the typefaces can convey feelings and their positioning, have a personality and reflect culture. Also ensure that it will stand out in comparison to competitors, are legible in black, white and color and is sustainable.
4. Sound
With the advance of communication, broadening the TV, internet, cinema and so on, it is also necessary, once the organization requires advertising in media, to create the unique sound complementing the brand.
It is not limited with jingles or signals (such as Intel’s chip musical bleep) but now is broadening
into a whole new scope. In vehicles, can have their trademark sound of motor, talking products, multimedia presentations, recorded messages from museums’ audio tours. Websites and games are increasingly being added to help navigation, fast food chain sets their type of music to appeal the customer and complement the mood instilled.
5. Motion
Nowadays, there’s no need to be limited by a static image that will symbolize your company, as some are beginning to add animated trademark. The majority still constitutes TV companies, movie studios and so on, but there’s a growth in other areas lately. An animation should complement the company’s vision and personality, bringing a brand to life.
6. Trial applications
Once established the brand, apply on certain materials to check the viability on those. A typical list would be business card, a home page, an advertisement, a brochure cover, a letterhead but there can be more innovations and expansions if better. By applying on existing materials, the client will be able to envision how to use his brand and the overall feeling, as well as comprehend the standard style and so on.
Use mockups whenever possible, determine well the system of colors and typeface in each circumstance. Solicit feedback from varied opinions, from people working or not working on the design field. Always examine all possibilities, the best-case and worst-case scenarios. Envision if the durability of the brand in the future; five to ten years as estimate.