UPDATED: The relationship between graphic design and branding
2020 May 30
Branding is what a company is known for from their logo to their colors. No brand identity can be created without the visual elements surrounding it. The truth is that graphic design and branding go hand-in-hand!
From the creation of the single most important identification for the company, the logo, to various color layouts and marketing collateral, graphic design is the skill used to create this identity.
The creation of this identity takes into account years of practice and a thorough knowledge of what goes into creating visual design for a new brand. Not only does the aspects of the design have to be completely different from every other brand out there, but this by itself also requires detailed knowledge of both local and international brands.
Unless you are an expert in the field, it is highly recommended that you approach a professional design company to create your identity for you.
The visual design that is created is the basic essentials of corporate image development.
Included in this category is not just the logo, but even the color scheme that goes on letterheads and business cards. Usually taken from the logo, n, this color scheme remains as a constant visual identity, branded into the public image of the business.
The designs reflected in this manner are not chosen at random. Each logo takes into consideration the personal philosophy of the brand it seeks to represent. A construction company may see rustic elements or even the use of construction material design in their logo.
An entrepreneur starting a new restaurant themed around sushi could see a sea creature incorporated into their logo. The color schemes selected to represent a brand similarly employ the use of the colors in the logo to create eye-catching designs.
The selection of colors can take into account various factors, such as the theme of the project, the mood or setting the project illuminates, whether the business owner has any color preferences or any colors they consider lucky among others.
At the end of the day, without graphic design, the creation of a brand identity would be limited to textual and verbal communication, taking away that all-important visual identity from the marketing campaign.
Graphic design branding and identity development
Graphic design is primarily used in creating visual cues for marketing campaigns. The basic idea is to create an aesthetic that helps the customer to immediately identify what the brand is. Successful branding campaigns from big corporations serve as existing testaments of that.
The logo for either Coca-Cola or Pepsi are immediately recognizable, even if the name of the brand is not mentioned. Graphic design branding in marketing is primarily used in four areas outside of the logo.
Printed Collateral: Including brochures, catalogs, business cards, pamphlets, letterheads, stationery and other print media – anything and everything that creates an internal brand identity. The logo appears in all of these and the designs tend to be centered around the theme of the business.
Website: It is a digital world now! Searchers expect a company to have a modern, aesthetically pleasing website that showcases their products and/or services while providing any needed information. The website design mirrors the original branding set in place.
Digital Marketing: From the color of digital ads to social media marketing images, the colors, videos, logos and anything else being shared online should mirror the original graphic design branding set in place.
Traditional Marketing: Yup, traditional marketing is still here and the same notion goes for digital marketing efforts. From banners to point of purchase collaterals, these designs need not just a good graphic design, but a strong understanding of what makes a customer respond.
Without graphic design, corporate and marketing branding would be a colorless world of numbers and figures. But with design, each brand gets a personalized identity that makes them stand out and catch attention.
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Posted In: Graphic Design