Jeremiah Nordholt Constantly changing your company’s branding can be more than just costly, it can also erode trust and recognition. A strong, consistent brand identity is vital for longterm success. When people recognize and connect with your brand, it creates lasting value. This is why it’s crucial to make informed decisions about your brand from the very beginning and partner with the right team to craft a visual identity that stands the test of time.
Whether you’re building a brand from scratch, or refreshing an existing one, we've outlined key elements to keep in mind to help guide your branding process.
Match Your Voice and Product
A powerful brand is one that aligns with what you do. If your visual identity doesn’t match your core offerings, even the best visuals can fall flat. Your company’s name, messaging, and visual components should all work together to convey exactly what you do. Branding can communicate your story more succinctly and instantly than any tagline or description.
One way to establish this connection is by using brand nouns. These are physical nouns that directly or subtly relate to your company’s purpose. Alternatively, you can take a more abstract approach, infusing your brand with a certain mood. Is your company modern, rugged, dynamic, or playful? While this less literal method may not immediately convey your specific product, it will help set the tone and personality of your brand in the eyes of your audience.
Modern, But Not Trendy
A logo should feel timeless, not tied to the trends of the moment. Striking a balance between fresh, innovative design and longevity is tricky but essential. A logo that leans too heavily into a specific trend risks looking outdated as soon as that trend shifts.
By sticking to classic design principles, you can create a logo that feels current without being dependent on fleeting fads. This ensures your brand identity stays relevant, no matter how the design landscape evolves.
Simple, Yet Dynamic
Your brand’s logo needs to work everywhere. From social media to billboards. It should be adaptable to various platforms and scaled to work in any setting. This means your logo must be clear, simple, and flexible without losing its impact.
Even if your logo uses multiple colors, it may need to be effective in a single color when placed over complex imagery or backgrounds. Additionally, it’s important to create versions of your logo in different orientations, horizontal, vertical, and even simplified, for maximum versatility.
Adaptable, Not Fluid
While consistency is key, a brand must also be flexible enough to evolve with the times. A brand that refuses to change can become outdated or disconnected from your business’s growth. However, constant change can make your brand feel incoherent and unrecognizable.
The key is to approach changes as an evolution, not a complete overhaul. Identifying the right moments for subtle adjustments, whether in messaging, color palette, or typography, keeps your brand fresh and relevant without losing the essence of what makes it unique.
Iconic
Above all else, your brand needs to stand out. In a crowded marketplace, it shouldn’t look like anyone else’s. Crafting a truly iconic brand identity, one that resonates on a visual and emotional level, ensures that your logo and messaging endure long after first impressions.
An iconic logo doesn’t just stand the test of time, it defines time.