6 Identity Design Elements


6 Identity Design Elements

Identity Design packages offered by branding experts can vary in terms of number and type of design elements.

However, you should always start with the following 6 pieces:

1. Colours.

Use the power of colours to imply the relevant brand promise and values.

Spend the most time on your brand colours as they can determine the success of your communication and attractiveness. Research has demonstrated that 60% of the time people will decide if they are attracted or not to a message based on colour alone.

2. Font choice.

As you will be using the same fonts for your website, business cards, and social media post graphics, your audience will start relating to the font combination of your business.

Select the fonts based on the feelings that you want customers to get when they see your brand and interact with your business. For example, choose the Baskerville font, if you’re going to be perceived as reliable, and try the Futura font if your brand’s image is strong. Choosing and using fonts is complicated and challenging work.

Our subconscious minds react in different ways to different types of shapes. For example, circles and ovals and ellipses project a positive emotional message. Squares and triangles suggest stability and power. Check out a study by Gestalt theory to see how human’s interact with visuals.  The term Gestalt means ‘unified whole’. It refers to the manner in which humans look at a group of objects and will see the entire piece before we notice the individual parts.

Strategically chosen symbols can make your brand iconic. Symbols communicate big ideas to us.

3. Logo.

The above choices will help develop the logo for your company.

You should have a very explicitly defined logo in terms of size, negative space, and usage.

Don’t start using a logo design if you feel you might want to change it soon. It is essential visual identity elements and how you consumers recognize you in the crowd.

4. Social media package.

You will definitely need a Twitter header and a Facebook Page Header. However, social media posts should be branded too. Ask your graphic designer to include branded templates for Twitter, Facebook, LinkedIn, and Instagram posts.

Social media is a very noisy space for content. Therefore, branding should be consistent across all channels. Using your logo within images is a great way to showcase your brand, especially if it’s shared.

Within the social media package a designer should outline:

  • Brand colors used in the channels
  • Size for each channel and combinations
  • Acceptable color combinations, per network
  • Photos of your office and team members and filters that should be used

5. Business card.

Today there are many types of business card materials and technology that will allow you to stand out. For example, you can choose embossed, gloss, gold foil stamped or matte business cards. Every style of card has to be designed differently. Be sure to check with your local printer as some designs are more costly than others.

6. Letterhead and envelope.

Business stationery is vital for any size company. Your investors, stakeholders, board members and partners expect you to be consistent in all of the communications.

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