Creating a Brand’s Identity Through Design

By Logical Position

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A company’s brand identity is critical for communicating the representation they want to project to others. Having the right visual components in place can go a long way toward building a memorable, long-lasting image in the minds of consumers across many platforms. Read on to learn more about creating a brand’s identity through design.

What Is Brand Identity?

Brand identity is the sum of all the visual components that help pick out and clearly distinguish the brand in the eyes of consumers. These tangible assets are rooted in the foundational strategies you implement for your brand. These assets can include the following:

  • Typography
  • Logo
  • Color
  • Slogans and taglines
  • Monograms

While some people may use terms like “brand image” and “branding” interchangeably, these are wholly different terms in a business sense. It’s important to understand these differences to grasp the importance of brand identity in full.


A brand is an intangible asset that allows customers to recognize a company and its products. The concept is beneficial when businesses look to differentiate themselves from competitors that offer identical items, such as generic brands. Coca-Cola, for example, is a well-known beverage brand that helps the firm stand out from other sodas.

Brand Image

Your brand image describes how other people perceive your brand based on their previous encounters with it. This perception can change over time, and you don’t have to base it on people purchasing or using your products or services. Many people, for example, may choose to buy something because they believe the brand aligns with their values, not necessarily because they think it offers them the best deal.


The strategy you use to affect how people engage with your organization is known as branding. Essentially, branding is how you want people to feel and what you want to say to them. Figuring out those concepts will help you shape your brand identity.

Why Is Brand Identity Important?

Your brand identity is the face of your business. That’s why it’s crucial to craft designs that convey your core values and beliefs. All the design elements come together to tell a story.

Helps Imbue Your Brand With Personality

A brand identity is a graphic illustration of your company’s beliefs and personality. Your designs fundamentally set up your brand’s tone, and you can employ them to elicit particular emotions in your target audience. You should communicate your company’s dominant message and goals through your brand identity.

Build Credibility and Trust With a Cohesive Message

You can generate a consistent message across all your marketing assets by building a brand identity. Each visual part should have the same fundamental styles and design features. When your brand builds and supports a consistent identity, you’ll demonstrate credibility with your competitors and trust with your customers.

Differentiate Yourself From Others

A brand identity helps in distinguishing your organization from other organizations. Creating a professional, unique identity design will help you stand out in your market to prospective customers.

The Visual Design Building Blocks

Now that you understand brand identity and its importance, we can dive into some of the different visual design elements that help create a brand’s identity. Each design element works as a building block to help you create the rest of your design assets. Here are a few examples.

Your Logo Is Your Most Crucial Design Element

Your logo is the most crucial element of your brand identity. In its most basic form, a logo is a graphic mark, emblem, or symbol used for visual brand recognition. It helps reinforce your brand identity when used as a design element. Your logo should be able to express your brand’s beliefs, feelings, and values to customers in a tiny graphic.


The golden arches of McDonald’s are an example of one of the most famous designs in history. When you see it from the interstate, you know you can pull off and get some burgers. If you display those arches to anyone on the planet, they’ll almost certainly feel the same way.

Typography Is the Style of How You Present Text

Typography is the font or type used in your branding assets. While you’ll typically use standard fonts throughout any reading materials, you may have them in the bodies of your texts. A unique type can be instantly identifiable in headlines and on products.


The Coca-Cola logo uses a calligraphy style known as Spencerian script and is instantly recognizable worldwide.

Color Can Affect Emotions

Colors have psychological associations for people. When you carefully apply branding colors and logo colors, you can influence how your audience perceives your brand. Color theory states that we’ve evolved to feel a certain way about assorted colors based on thousands of years of associating them with different objects.


Yellow is the color of the sun and is all about happiness. It’s a fantastic choice if you want your brand to feel enjoyable, approachable, and affordable because of the jolly mood.

Taglines Are Incredibly Memorable

Your tagline should explain precisely what separates you from the competition and what your brand is all about. It is, in essence, your catchphrase. Your tagline should be original, straightforward, and brief.


“Just do it.” Those three words are almost certainly burned into your mind, conjuring images of Nike sneakers. The tagline emphasizes Nike’s athletic identity in an incredibly concise way.

Shape and Form Can Be Enough To Provide Meaning to People

Various shapes and lines elicit different emotions in people, much like color does. When individuals see a logo with soft edges and circles, they respond differently than when they see a logo that is square and crisp.


Forms with round edges inspire thoughts of warmth and create a sense of intimacy, while shapes with straight edges suggest ideas of efficiency and power.

Everything Comes Together

Once you’ve created your design building blocks, you can start to put them together to fully craft your brand identity. It’s critical that the designs you produce correctly represent who you are to your consumers.

When creating a brand’s identity through design, you must be consistent. You don’t want your brand to appear on social media in a different way than it does on your website. Trust in your designs and the work you put into them.

Your visual components will be richer and your brand identity will be stronger as your design abilities improve. MoGraph Mentor offers 3D animation courses online that can help you reinforce your skills and come up with unique visual elements. Feel free to contact us with any questions about our services.

Creating a Brand’s Identity Through Design


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