Going Beyond Logos And Fonts to Get Visual Branding Right

Posted: Updated:

Defining who you are and picking out a logo might seem like all you need to do to develop your brand. You might even have a typeface and color palette that you use on your website. While this is a good start, there's a lot more that goes into visual brand than just fonts and colors.

Think of all the marketing channels you have that are being approached throughout the organization, not to mention all the touchpoints within the buyer journey. Every interaction your prospect has with your company probably has a visual element to it and they should all fit within your visual brand.

To give you a better understanding of visual brand beyond your brand assets, read through these examples of places you can develop your visual brand.

The Right Imagery

I am one of those people who watches the Super Bowl for the commercials. I also like to make a game of it and guess who the commercial is for before the end of it – which I bet you’ve done, too. You can spot an Old Spice commercial because of its bright, bold colors, unusual settings, use of a strong voiceover, and punctuating sound effects. A Lincoln commercial by contrast is very dark, features cityscapes, and has a quieter voiceover with orchestral music. You would never watch a Lincoln commercial and halfway through mistake it for an Old Spice commercial, and that is because both have a strong visual brand.

Video is a great way to communicate your brand through content, tone, editing style, and types of camera shots that work together to complement your overall brand message. Video is also a great medium to invest in right now as people spend more time online, and video can translate across multiple platforms and stand out in the endless sea of updates about soccer games and avocado toast.

The visual elements that help define your videos should be the same elements that define your product photography and advertising imagery.

Consistent User Experience

As more and more people experience products and services on screens (including mobile devices), an online experience consistent with your brand is critical. Whether a customer or lead is interacting with an app, receiving an email, or browsing a website, how they digest your content has a huge impact on how they view the brand.

When it comes to UX, you have to design with intentionality and create a consistent experience. Think about what a person’s goal is when they reach your homepage; how can you make that goal easy and clear for them? How a user moves through the website should not change once they reach a product page or checkout process. What about when someone receives an email from you? Does it look like an extension of your website, or something completely different? Your email template should obviously be a rip from your website (i.e., you don’t need a menu in an email) but the layout, imagery, and buttons should be scaled appropriately.

Physical Space

Walk into Ikea and then head on over to Restoration Hardware. Feels a little different, right? Whether you’re designing a branded space for employees or customers, it’s important to make the space match the tone of your product, service, or company.

For retailers we’re talking about visual merchandising. Every choice you make in regards to employee uniform, lighting, colors, textures, material, packaging, and presentation sends signals to your customers. And whether you love them or hate them, there’s no denying that Apple’s physical locations represent everything the brand stands for – innovation and clean design.

Additionally, your office should visually represent your brand. Open spaces invite collaboration. Bold, bright colors say something completely different than neutral, subdued hues. Should the furniture be uniform or eclectic? Your employees likely spend a lot of time in the office – don’t neglect it.

If you don’t sell products through a traditional storefront, tradeshows are a place where you can easily differentiate your brand through physical space. When you’re walking around the floor of a tradeshow you probably see a lot of tablecloths with logos on them and banners with images of similar-looking smiling people. Think how impactful a booth that really shows what your brand is would be amongst the crowd.

The Clarity of a Fully Developed Brand

In today’s competitive market, you can’t afford to slap your logo on something and call it a day. Just as you have multiple marketing channels and consumer touch-points, you also have multiple ways to define and showcase your visual brand. Think about what makes the medium you’re working with unique, and make visual choices to match the message you’re trying to convey.

Theresa Behrens Goodall is a Designer at marketing agency Element Three.

  • Perspectives

    • Tax Planning: Now’s the Time to Tackle It!

      Year-end is still months away, but smart investors have already begun their tax planning. Spending time analyzing your capital-gain situation could benefit you come next April 15th, no matter what investment vehicles you use - individual securities, mutual funds, exchange traded funds, or others. Here's how…

    More

Subscribe

Name:
Company Name:
Email:
Confirm Email:
HTML
INside Edge
Morning Briefing
BigWigs & New Gigs
Life Sciences Indiana
Indiana Connections
INPower
Subscribe
Unsubscribe

Events



  • Most Popular Stories

    • Indy Hotels Among Top in Midwest

      Three Indianapolis hotels are among Condé Nast Traveler's Top 25 Hotels in the Midwest. The rankings include two hotels that have made the list three years in a row and one making its debut. The JW Marriott Indianapolis ranks third on this year's list, followed by The Conrad, which is eighth and Ironworks Hotels appearing on the list for the first time at number 17. You can see the full rankings by...

    • Ambrose Amps up Ambition For Old GM Stamping Site

      An Indianapolis-based developer has greatly expanded its original investment plans for the city's former GM Stamping Plant site. Ambrose Property Group's vision now includes projects totaling nearly $1.4 billion, more than doubling the $550 million scope detailed last year. During a community event Friday, the company and Mayor Joe Hogsett announced the name of the more than 100-acre, downtown district: Waterside. Plans now call for...

    • Indy Airport Scores Top Honor Again

      Indianapolis International Airport has again been named Best Airport in the United States by a global leisure publication. The Condé Nast Traveler recognition is the fifth straight for IND. The Best Airport designation is part of Traveler's annual Readers Choice Awards, which is built on feedback from more than 100,000 comments and millions of ratings. In addition to airports, favorites were tallied for hotels, resorts and destinations.

    • Daniels Envisions Purdue, Region as 'Cooler Place'

      Purdue University President Mitch Daniels says a more than $1 billion live, work, play development on the West Lafayette campus will be a magnet for attracting and keeping top talent in the region. The Discovery Park District is part of a 30-year vision to transform the west side of the Purdue campus and create a "preeminent environment" for educational, economic, cultural and community activities in the region.

    • NTN Driveshaft Proposing $90M Expansion

      NTN Driveshaft Inc. in Columbus is planning a $90 million expansion. In a tax abatement request with the Bartholomew County city, the automotive component supplier said the investment will lead to 74 new jobs and help retain a current full-time workforce of nearly 1,600. NTN Driveshaft is one of the largest employers in Columbus and last year, it opened a more than $140 million facility in Anderson. It launched operations in Bartholomew County in 1989 and says...