How to build a good brand design and visual identity?

A good visual identity is fundamental to presenting a brand's purpose. Although the meaning of good design is relative because it depends on a study of the references and culture of each individual, there are ways of creating assertive visual communication. Here we list the points that should be taken into consideration when building a good brand design and visual identity.

 

Message

Every communication must have a main message and this message must be very clear, either verbally or visually. So you need to think about this before you start developing the artwork or text you're going to show, as these will be the translation of your message. The important thing here is to know who your audience is and what their perception is of the message to be presented.

Reading

A good design must always be attentive to the reading and perception that the public will have of it, which is why testing the angles and distances is fundamental to the clarity of the message. Ideally, you should keep in mind where the message will be presented.

Alignment

If a brand or something needs to get across a message, it's extremely important to have a visual alignment of who it's getting across to. A brand should have a manual for how it should apply its communication so that when the public sees it, they understand who it is. This includes the logo, colors, icons, photographs and various other factors that identify the company.

Application

Understanding the design production and application process is fundamental for brand consistency. For example, applying something to your company's façade uses color coding and dimensions that can't be used as a reference for a banner on your website. Or, a common case is to see brands that don't have a bad application in four-color T-shirt screen printing, or embroidery, but which in digital is very beautiful.

Uniqueness

For it to be good, above all, a visual identity must be unique, created and developed for a company that transfers its values and your purpose. So steer clear of quick and easy design creations that aren't created specifically for your company. After all, identity is what identifies, and there can only be one.

These four points are the basis for building a good brand design with a good visual identity. Remember that if the brand manual is built professionally and completely, it covers these points and shows how the brand should behave in various applications.