Visual Branding Strategies for Businesses and Organizations

At the beginning of the year, I had the opportunity to give an online presentation about visual branding to one of my women’s networking groups. I decided to summarize the main takeaways from the presentation into an article for the Perry Hall White Marsh Business Association, which I have modified here. While researching content for the presentation and article, I was excited to learn more about the history of branding and how it has changed over time. Since the beginning, the purpose of branding has been to identify and set someone or something apart, and this remains true today. (Side note: I love digging into the backstory of different brands, which I have shared about on Instagram!) 

Branding: a brief history

The concept of branding began thousands of years ago, when livestock was burned with a distinct mark (the word ‘brand’ comes from the term ‘brandr’ which means to burn) to signify ownership. These marks helped to identify lost/stolen livestock, and to indicate where meat and hide came from. 

Over time, merchants and artisans used identity marks to serve as forms of identification and authenticity, often seen as seals, stamps, and engravings on their products. These early forms of branding led to the development of trademarks and advertisement during the Industrial Revolution, when mass production made it critical to establish brand identity and differentiate from competitors. 

Branding continued to progress with the creation of printed and televised advertisements, which further enhanced and promoted businesses. Companies also recognized the importance of distinct, consistent visual elements as they contributed to their overall brand identity. Today, with the rise of digital marketing, visual branding continues to evolve and become more multifaceted in the ways companies connect and communicate with their audiences.

How is visual branding used today?

Visual branding is the use of visual elements to communicate a brand’s values, personality, and message. It is an essential marketing strategy for establishing a unique visual identity that sets businesses and organizations apart from others in their industry, while keeping the target audience in mind. The main components of visual branding include: 

• Logo

• Color Palette

• Typography

• Graphics/imagery

• Design style

These visual elements are more effective when they’re used consistently throughout marketing materials, campaigns, and other assets. This helps to reinforce brand recognition, build trust, and establish credibility with customers. Brand style guides provide the standards for which the company is represented, through messaging and visuals. 

I have worked with businesses and organizations that have very clear brand guidelines, which has made it easier to develop visual assets that reflect their overall tone and personality. I have also worked with small businesses that have little to no visual consistency, and/or their visuals were not aligned with their brand vibe/personality. One of my goals in working with the latter is to support and develop the visual consistency that will enhance brand recognition. 

Logo evolutions 

Just as the concept of branding has evolved over time, so has the logo of many well-known, long-standing companies. Company logos often evolve to reflect changes within the brands themselves, to maintain relevance with design trends, and to resonate with the current audience. Below are some examples of companies that have changed the look of their logo pretty significantly over time! 

Principles of effective logo design 

There are five key principles of effective logo designs. These are important to take into consideration when designing or redesigning a company logo, especially as logo usage has expanded over time. 

Simplicity

When it comes to logo design, less is more. Simple logos are recognizable, memorable, and versatile for different uses. Overly-complicated logos lose detail when applied to small spaces, making them less effective. Small-space logo application includes favicons (small icon that appears for a website in a browser), letterheads, embroidered apparel, stamps, stickers/labels, and social media profiles. 

Memorability 

In addition to simplicity, another goal of effective logo design is to ‘stick’ with the intended audience. Companies can make their logo memorable through the use of color, unique imagery, and typography that resonates with the target audience. A well-designed logomark (icon/symbol) can stand alone without the use of the company or organization name and still be recognized. Examples include the Nike swoosh, McDonald’s Golden Arches, and the Apple apple silhouette.

Timelessness 

The most effective logos stand the test of time, and remain relevant despite fading design trends. Logo designs that focus on a strong conceptual foundation guided by important aspects of the business will maintain long-standing use. 

Versatility

Businesses use logos across various print and digital marketing materials, in large and small spaces. Some considerations to make and questions to ask during the logo development process include:

• Is the concept easy to understand when shrunken down and enlarged?

• Does the concept work in single color and black/white? 

• Can the logo be adapted/modified for different orientations (i.e. vertical, horizontal, and square)? 

Many companies have more than one logo, and instead have a set of variations called a logo suite. This includes some or all of the following: a primary logo (main use), secondary logo (variation to fit in different orientation), submark (simplified version of primary logo), wordmark (text only), and logomark (standalone visual icon). 

Appropriateness

Effective logos are relevant and resonate with the target audience. In addition to imagery, other visual aspects of branding come into play, such as color palette and typography. Logos should also align with the specific industry, company values, and reflect the brand personality.

What is the process for developing a visual identity?

The logo design process and visual branding development involves more than just adding an image with colors and words. One of the first steps in the process includes a design brief, which outlines the vision, goals, and requirements of the logo and visual branding. For businesses working with a graphic designer, the design brief serves as a guideline to ensure everyone is on the same page. A branding questionnaire is also helpful for identifying information about the business or organization. This is important for both the designer and the business owner(s) to reflect on. The next step includes researching similar brands and gathering visual inspiration, prior to beginning any designing. Using the information gathered in these steps gives clear direction for sketching, concept development, and revisions for the final designs. 

Visual branding services

A Marvelous Spark Creative Studio specializes in visual branding solutions for local small businesses and organizations. Creative services include logo design, print/digital marketing materials, email marketing graphics and content, and design templates. For inquiries, please fill out the contact form or send an email.