Brand identity design is a novel concept. Organizations which are large have several management hierarchies. These situations require us to build a thorough brand identity. Brand identity design is performed by all companies in today's scenario. Now-a-days agencies are hired by companies for building a conscious brand identity.
There are suitable distinctions between a logo, an identity and a brand. A logo is a central visual element that helps the client to share, remember and discover the company's brand. An identity is the visual device which represents the company. The framework should be coherent, consistent and has some visual elements and style guidelines. A brand is a perceived image and emotional response to an organization, its products, services and sentiments. If the client does not remember the words of the organization, then for that customer the brand value of the organization ceases to exist.
For effective brand dynamics and building, we answer the following questions-
• Who is the target audience?
• What is the product heritage?
• What is the brand positioning statement?
• How is the organization's brand perceived as against its competitors?
• What is the mission, vision of the organization?
• What is the market awareness value of the customer?
The brand identity design brief is as follows- It is easy to design a brand only after designing a brief of the brand. A design brief has a summary of the following elements-
• Target audience
• Message objectives
• Mission, vision of the organization
• Products of the organization
• Services rendered by the organization
• Budget schedule
• Project schedule
• File formats of delivering the brand
After a brand identity is created, we do maintenance and monitoring. If the audience shifts or the market evolves, we have to do re branding of the organization. For re branding we try to maintenance consistency and familiarity with the audience.
Typography and color palette play a major role in the brand identity design. These factors should always be kept consistent while re branding.
In today's world, websites play a major role in deciding the online presence of the organization. In the current scenario it is not only important to build a great website. A great website follows a consistent design and development pattern. Before a corporate website goes live, we should make a conscious effort to brand the website.
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