Your logo, the primary brand identifier, captures your brand’s essence and influences how it’s perceived. A well-designed logo attracts customers and projects professionalism. It’s the first design element, often starting in black and white or silhouette, as a strong logo should stand alone without color. Careful attention is crucial here, as the logo sets the tone for the rest of your branding.
Your colour scheme defines your brand and ensures consistency across all brand assets. It’s essential, as colour leaves a lasting impression. Typically, colours are split into primary (your main brand colours often linked to the logo) and secondary (complementary colours used in brand assets or content).
The use of fonts and text, is equally important. When choosing typefaces, they should reflect the desired brand feel. Generally, one to three fonts are chosen, considering their use as display/title fonts and body fonts. This can be a serif/sans-serif combination, two different sans serifs, or a single font with multiple variations.
Imagery creates a unique visual identity. Ideally, brands create original content to stand out. When choosing such imagery, opt for content that isn’t overused in your industry or overly staged, and ensure it aligns with your brand’s feel, values, and style.
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