"Beyond the Logo" featured image
  • Color palette
  • Typography
  • Imagery
  • Packaging
  • Layout and design

For many people, a company’s logo is their brand. When you think of Nike you think of the “swoosh.” When you think of McDonald’s you think of the “golden arches.” However, as the world has evolved and brands now have a presence beyond their physical presence, great brands have moved beyond the logo. While many people think of a logo as the primary visual element of a brand, there are several other visual components that make up a brand’s visual identity.

Here are five other important visual elements of a brand that go beyond just a logo:

 1. Color Palette

A color palette is a set of colors that a brand uses consistently across all its marketing materials, from its website to its product packaging. The colors chosen for a brand’s color palette can evoke certain emotions and create a specific mood that aligns with the brand’s personality and values. For example, a brand that wants to convey a sense of luxury and sophistication may use shades of gold, silver, and black in its color palette. Choosing the right colors for your brand can have a huge impact. Imagine if McDonald’s used “blue arches.” Ay carumba!

2. Typography

Typography refers to the typefaces used in a brand’s marketing materials. The right typography can help a brand establish a distinctive voice and personality. With a million different typefaces, there are a million different personalities your brand can subconsciously embody. For example, a brand that wants to appear modern and forward-thinking may choose a sans-serif font with clean lines and minimal embellishments.

3. Imagery

Images and graphics are also an important part of a brand’s visual identity. This can include photographs, illustrations, icons, and other visual elements used consistently across all marketing materials. Imagery can be used to reinforce a brand’s personality and values, as well as to create a visual story that resonates with customers. At Tilted Chair our photography team has done amazing work in creating images and graphics that can make a brand feel heroic and confident while helping another brand feel fun and lighthearted. Even the absence of images and graphics can be part of your brand. Think of how different Apple products would feel without their purposeful use of white space.

Here are a few mouth-watering examples of what are production team can put together:

4. Packaging

For brands that sell physical products, packaging is an important part of their visual identity. The packaging design can be used to differentiate the brand from its competitors, convey product information, and create a memorable unboxing experience for customers. For CPG brands, a well-designed package can help a brand stand out on the shelves and make a lasting impression on customers.

Here are examples of packaging designs we whipped up for recent clients:

5. Layout and Design

The layout and design of marketing materials, such as brochures, flyers, and advertisements, also play a role in a brand’s visual identity. A consistent design approach helps to create a cohesive and recognizable look and feel across all materials, making it easier for customers to identify the brand.

All of these visual elements work together to create a strong and memorable brand identity that resonates with customers and helps to build brand loyalty.

To ensure that your brand’s visual identity is effective, it’s important to work with a branding agency that understands your brand’s personality, values, and target audience. By carefully considering all of the visual elements that make up your brand’s identity, you can create a memorable and impactful visual brand that sets your business apart from the competition.

In conclusion, a brand’s visual identity goes beyond just a logo. A consistent color palette, typography, imagery, packaging, and layout all work together to create a strong and memorable brand identity that resonates with customers. By taking the time to carefully consider each of these elements, you can create a visual brand that truly represents your business and helps you stand out in a crowded market. If you or someone you know is interested in finding out more about branding, we would love to chat.

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