Designers are often mediators. They can be found between two worlds: companies and their end-users. When designing for brand purposes, designers need to feel what both sides need, and step out of their comfort zone in order to think of the best solution for the brand and help corporate ID communication process start successfully.
If you are still unfamiliar with the concept of branding design, keep reading to find out the nine principles of this special kind of design.
What is branding?
Branding is the process of identification of a company in the eyes of the consumers. Using different brand management techniques, brands send a message by creating their unique name, logo, tagline or slogan, graphics, shapes (such as packaging), colors, sounds, scents, tastes, movements, etc. which all work together and form brand awareness and, in many cases, prestige on the market.
When designing for brand purposes, designers need to have many things in mind, such as brand history, mission, and vision, which all need to be incorporated into brand identity, such as logo, business card, memo, social media branding, packaging design, etc.
Branding follows a certain set of rules, which are defined as the principles of branding design.
Principles of branding design:
1. Design is brand
This sentence has never been truer than now. In 2016, when the majority of big brands take the social media call, branding and design became so close that they are now inseparable. If you want to be noticed, you are going to need smart design, the one which unifies all branding features and incorporates them into a unique branding strategy across channels — both print, digital, and social.
2. Integration
Even though they emerged as two different disciplines, design and branding need to be integrated if you want them to be effective. A product cannot do without its brand image, and brand image is nothing without design. Only good companies flourish with proper design, and even if you take away their logos and ID, they are still good, just without personality. And personality attracts people
3. Understanding the brand
The more you know, the better you are as an expert. This is true when it comes to the design process. If a designer does not understand your company’s core values, your deepest origins and the mission of your product or service, the design process and the end-product might fall short of a great story behind it. Only truly good designers can make majestic things if they have all the pieces connected together so that they form a rad image
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