I love what I do and the magic behind creating a brand identity. There's something really fulfilling about breathing new life into a company, crafting its voice, and giving it a visual identity that makes an impact.
Brand identity is more than just a logo, color scheme, or an icon. It's the face and voice of a company that creates it’s actual existence in this world. It’s the combination of all elements that a business uses to portray the right image to its audience. From typography to imagery, every choice we make as designers helps to shape how a brand is perceived, received, and noticed. When I start working on a brand identity, I dive into researching their market, competitors, and the overall realm of the field. I want to understand the history, the goals, and the audience. This initial phase is where the jolt of creativity begins. It's where I get to know the brand inside and out, ensuring that my design decisions align with its mission and vision.
It all starts with understanding the brand’s mission and vision. I ask questions like, "What story does this brand want to tell?" and "How should people feel when they experience the brand?" These questions help guide the creative process, ensuring that the final design resonates with the company’s audience. Once the foundation is established and understood, I dive into the design realm of brainstorming and sketching. This phase is all about exploration and experimentation. I play with different concepts, color palettes, and typography. I like to take my ideas to paper, usually sketching out my rough ideas with my pencil and eraser (my Command+Z tool). It's a really great phase where ideas gain a bit more life, and the true vision begins to form.
Every element of a brand identity is chosen with purpose. The logo, for instance, is the face of the brand. It needs to be memorable, versatile, and timeless. I often start with sketches, refining the concept until it captures what was in my head. Then, I take it to the computer, experimenting with colors, shapes, and fonts. Colors play a crucial role in brand identity. They evoke emotions and set the tone for the brand. Typography is another essential element. The right font can communicate a brand’s personality, whether it's bold and modern or classic and elegant. I love experimenting with different typefaces, finding the best possible match for the brand’s voice.
Consistency is key in brand identity. It’s about ensuring that all visual elements work harmoniously together across all platforms. From business cards to social media graphics, every piece needs to remain consistent to the brand’s voice. This consistency builds trust and recognition, making the brand easily identifiable to its audience. I love spending time creating brand guidelines that outline how to use the logo, colors, typography, graphic elements, and imagery. These guidelines serve as a blueprint, ensuring that the brand identity remains cohesive no matter where it’s applied. It’s incredibly satisfying to see a brand come to life with a strong, memorable presence.
A really rewarding aspect of my work is seeing the impact of a well-crafted brand identity. It’s not just about making something look good; it’s about creating a meaningful connection between the brand and its audience—to the human experience. A strong brand identity can elevate a business, making it stand out amongst the competition.
The world of brand identity is ever-evolving. Trends come and go, and technology continually offers new tools and technical possibilities. As a designer, I’m always learning and adapting, doing my best to keep up with the latest trends while being of the mindset that timeless design is extremely important. Every project is unique, presenting new challenges and opportunities to create something super special. Whether it’s a new startup or an established company looking to rebrand, I welcome them all. Especially if the company is food-related. That’s really fun work.
Brand identity is a real passion of mine. It's about creating visual stories that speak, evoke emotional reactions, and help companies find their voice. The excursion from concept to completion is filled with creativity, growth, experimentation, and satisfaction. At the true core of it all, it's about connecting people to brands in a meaningful way. That’s where the magic is in brand identity, and to be a part of striving to make people feel something is such a great experience for me.