The best brands embody the phrase “more than the sum of its parts.” While crafting a world-class name is always the first step, for consumer brands the next part is just as important: The visual design. Be it for a corporate identity or an individual product, the name and the design must work together to truly establish a powerful presence in the marketplace.
Each and every aspect of the design should be created to serve a purpose such that distinguishing any individual component as more important than the other is subject wholly to interpretation. What is going to be the most important aspect to the consumer? Is it the vibrant colors rippling along the package? Or maybe it’s a beautiful font flowing across the surface? Visual design is extremely vital in your product development and the logo, package design, or corporate identity are all going to be complimented by it. Visual design is what draws a consumer’s darting eyes to settle on the product and significantly improve the quality of a message.
The world’s most well-known brands are easily remembered because their logos have unique colors, fonts, and designs that become engraved into their target audience’s mind’s. More specifically, colors in a logo can have phsycological attractions. For example, red evokes hunger. That’s why major fast food franchises have red embedded within their logo. If consumers are constantly seeing their logo throughout advertisements, then their logo becomes a major contributor in drawing consumers to their franchises.
Sometimes, a logo may not need any words because it’s an iconic design – its design is understood by its target audience. For example, Starbucks once utilized their company name in their logo, but once they had enough brand awareness, they were able to have their logo’s design stand on its own.
A second major aspect of visual design is the font. Font can help distinguish and create a perspective for customers. Maybe it’s that you’re a technologically advanced company like UBER, so you use a thin, simplistic font to evoke ease of use or superiority. Or maybe your brand is built upon tradition like Coca Cola and Eli Lilly; utilizing a serif script as the only foundation of your logo and drawing on feelings of tradition and establishment.
Building a successful brand is about telling a story that will influence customers. Visual design is only a part of a company’s brand, but, along with the name, it serves as the foundation for the entire narrative on which a brand is built. So which type of logo best represents you and your company? What feelings do you want to evoke? How do you want to be perceived? These are just a few questions to ask yourself when you begin your visual design journey.