How best to design identities in a changing world
Mission · Follow
Published in · 14 min read · Dec 9, 2019
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Brand Identity is the visual expression of a brand. The logo, colours and imagery form a system, that encapsulates a business’s personality and makes it visible to the world. It’s a discipline that many companies have put to great use, to build their success.
As the pace of business accelerates, companies are relying on their brands even more, to demonstrate their competitive edge, cut through the competition and grow their position. This means that brand managers must be agile, looking ahead and develop their brands to take advantage of opportunities that lie ahead.
In part two of our brand identity series, we will present some of the drivers forcing brands to rethink. We describe how to write a brief, to get the most from the creative process. And illustrate how the components of a brand identity are changing, to meet the demands of a changing world. Finally, we conclude with some tips on how to manage your brand to maintain its performance moving forward. We recommend you read part one before continuing with this one.
Build on your brand platform
The development of a brand platform provides the team with a clear understanding of the personality of your brand, its audiences, your competitive strengths and the fundamental value you provide. With this tool in place, you are ready to formulate the creative brief and kick-start the creative process.
Developing a strong creative brief
The brief is essential, because it organises your thoughts on exactly what you want to achieve and sets a benchmark for expectations. There are some fundamental details required that provide your designers with important practical information:
- Describe the background challenges
- Explain the anticipated applications to design for
- Include stakeholder profiles
- Identify competitors and industry conditions
- Indicate the desired deliveries
- Present budgets and schedules
What brand managers often forget, is to indicate the scope of the assignment. If an identity is to change — then how far?
You may need to simply build on the good will your existing brand has created. So some thoughtful fine-tuning is all that’s required, to keep a brand on track. Alternatively, there may be forces that demand a radical rethink, where you need to set a new direction for the brand. This is crucial strategic input, that must be part of the brief. If you let your hungry creatives off the leash, they may go too far, wasting time, money and momentum. The key to a good creative brief is to align everybody’s expectations, spark inspiration and ignite the will to win.
Brand identity must evolve
A brand Identity is the visible expression of a brand. The logo, colour, imagery etc. which combine to distinguish a brand, connecting with its intended audience. These components are carefully conceived, using a combination of business strategy, visual codes, trends and pure creativity to form a distinct visual expression. We’ve written extensively about this on our identity pages.
Previously this was referred to as corporate identity, but as the discipline grew it was adopted by products and services, as an effective way to engage consumers. Over time it has become a sophisticated practice, helping ventures, big and small to compete. As the pace of business continues to accelerate, brands must adapt to keep pace.
We live in a physical and digital world
Our consumption of online content has become a part of everyday life. Brands have to be more verbal, present and relevant to sustain a dialogue. As 5G approaches, connectivity and access to digital content will expand. This provides an opportunity for brands to become more integrated within our lives. Your bathroom mirror, your car and your fridge will soon interact and serve our daily needs. So how will the brand identity evolve to provide richer, experiences across all platforms?
Company cultures are becoming stronger
Many large companies have become less hierarchical, recognising that the first audience for many businesses is their staff, not the customer. They understand that everyone is required to pull in the same direction, and are working more consciously with employee engagement. How can brands become more authentic and inspiring to compel staff to higher performance?
Branding the invisible business
The rise of service companies such as PayPal, has created a unique challenge for their brands. Many services are no longer physical, they revolve around technology applications that don’t have a physical look or feel. So how do you make an offer that is invisible, tangible? How do you make the service understood?
Business must be a force for good
People are far more informed than they used to be. We are more aware of social issues and want to see improvements. Institutions such as government and the church, don’t have all the answers. So we are turning to business for help. Some brands have been quick to rise to the challenge, seeing it as an opportunity to strengthen relationships, whilst others are still figuring it out. With so much upheaval, these issues are not going to disappear, so brands will have to demonstrate where they stand on: community, the environment, inclusivity and wellbeing.
The days of corporate identity are well and truly over. Brands must respond to both technical, physical, cultural and political challenges. Whilst their brand identity’s must adapt to keep the in sync’ with audiences expectations.
The Logo
The logo serves as an identifier, a central part of any brand identity, linking all touchpoints to the business behind it. Over time it comes to embody all the good-will the business creates. Because of this, most brands become legally registered, protected as piece of intellectual property, that contributes to a company’s value.
Broad application
There is also a very practical side to logo design that goes unseen. Consider the amount of places you experience an airline’s identity: sharply rendered in pixels on your smartphone, blown up to the size of house on hangar, embroidered on the pilot’s cap and applied to the plane speeding through the skies. Good logos are designed to reproduce well, in all manner of media.
Going digital
As we become more focussed on digital communication and devices improve. The logo must reduce itself into an app symbol. At the same time, it should take advantage of the expressive opportunities that come with screen-based media. When an Android phone or TV boots up, we see the logo assemble itself from parts, ready to serve. This is a typical example of how well conceived logos, can literally come to life.
The trend for simplification
In recent years we’ve experienced a simplification of logos, where all the characterful details are chipped away. Granted some of these may have been bad design decisions, from years gone by, but the trend has gone too far. If you look at the logos in the luxury sector, there is very little is left to separate them these days. Simplifying is good, but don’t throw out your distinctiveness in the process.
Multi-functional
Whether you are evolving an existing logo or designing a completely new one. The design must still accommodate for several criteria. Is it emotive, different, visible, adaptable? Compound this with the desire to futureproof a logo for years to come, then the process of designing the logo should never be underestimated.
The considered use of colour, is an extremely important aspect of brand identity. It’s a way of creating immediate visibility, but also strategically marking out your territory, to such an extent that competitors are forced to use inferior alternatives.
Colour is a strategic identifier
Think of Coca-Cola red, the most visible colour there is. It pops out on any store shelf, making it easy to find, while pushing all other cola brands into the background. That shade of red cannot be owned by the Coca-Cola Company, but when combined with the logotype and swoosh it becomes a distinctive assortment of graphics, that is legally protected and worth millions to the business.
Embrace the codes that exist
Colour carries with it many visual codes, which have become subliminally indoctrinated, into the public conscience. We see red is bold, passionate and extrovert, while blue is sincere, trustworthy and confident. These signals help us understand the world and bring meaning to a brand, even if it is subliminal. When Telenor switched to its distinct cyan and black combination, it took the identity beyond its national carrier heritage. The colour combination distinguished it from Telia and Tele2, making the it more approachable and consumer-facing.
Streamlining
In the past, some brands with a broad offering, used colours as a way for people to navigate through their choices. But as the demand for simplicity continues this becomes less so. Now a dominant colour footprint is preferable for quick recognition and easier brand management.
Today’s brands supplement their main colours, with a variety of support colours used for: backgrounds, type, information graphics etc. This prevents the core brand colours becoming over-used, and they can be replaced as they fall out of fashion, to keep the brand current.
More and more brands are creating their own typeface to communicate with. When you think of the amount of written words a brand produces, it makes sense that the font conveys the feel of your brand. It’s a form of brand handwriting.
Fonts have a lot to say
Every corner, ligature and character can be designed to evoke the brand. BMW has always written in their own adaptation of Helvetica, using its streamlined precision to reflect the engineering perfection of their cars. When we designed the typeface for Eika, we gave the font a bounce and flow, so that the brand felt easy and approachable.
Readability
Legibility is an essential aspect of typography. We read branded messages in print and posters at a distance, but as more brands communicate through digital platforms, we need fonts that are mobile-friendly. This is another good reason to consider designing your own font so that it functions in print and pixels. Read our interview with one of Norway’s most famous font designer Magnus Rakeng.
Make yourself understood
Language is another reason to consider your own font. Many typefaces aren’t designed for languages, beyond standard European. As brands expand globally, the need to communicate in all tongues. Take India, a growing business market, that has 22 national languages. Few fonts have the range of characters to cover such diversity.
Designing your own font can initially seem costly, but when you think of all the communication a company puts out, every day, every year, the cost is a drop in the ocean.
They say, “a picture speaks a thousand words,” it’s a cliché, but maybe because it’s true. Photography is one of the most emotive ways to communicate your brand. Through choice of subject, lighting, styling, colour, cropping an image can visualise your offer. On a basic level it makes things clear, but it can summon strong emotions, making an immediate impact.
Build an imagebank
As part of contemporary brand identity, we encourage clients to invest in an image bank. This consists of:
- Standard imagery: Portraits of directors, location shots of offices, stores etc
- Product shots: Still life images of products shot in a way that shows them at their best
- Working life: Images that capture, your unique culture inside the company
- Branded Images: Key images that capture the essence of your brand
Collectively this portfolio will give outsiders a tangible feel for your business. Helping them learn about all aspects of your company, that would otherwise be overlooked. This portfolio will be utilised every day, from sales presentations, to press releases, becoming a valuable investment.
Share but be aware
Social media platforms are becoming a prevalent way to convey your business. Whether you use Instagram, Facebook or Twitter, there’s an opportunity to engage on a daily basis with followers. Companies have begun to open up their feed up to staff, using spontaneous images taken from smart phones. If unedited, this stream of images starts to build a negative impression. If all followers see is young staff partying, you may be saying more than you would like. As always brand management is prudent.
A good brand identity takes care of the nitty gritty stuff as well. Every brand has a need for charts, diagrams, buttons, icons. These are often seen as an afterthought and not part of the identity assignment. When brands feel well-conceived as part of a bigger vision, they reflect on the approach of the business behind them. It suggests that you don’t compromise, you take care of every detail, offering the best of yourself in aspects of the business.
The familiar “BONG,” when I turn my Mac on, makes me feel alert and ready to make some magic. It’s one example where sound is used as a brand identity tool to connect you with the brand. You may not realise it, but there are several sounds and animations that are becoming part of the brand experience, from switching on your smart TV to swiping through YouTube films.
Apparently, Alexa and Siri are just the beginning. Rumour has it, that celebrities are lining up to voice new interfaces. In the not so distant future, you may be woken up by Scarlett Johansson’s alluring tone, or receive reassuring traffic directions from the Rock. 5G will only make screen-based brand experiences, even more sophisticated.
One brand that has grabbed the sound and motion principle is Audi. They are transitioning from an “Automobile manufacturer,” to a “Digital Car Company.” They aim to make a seamless experience from mobile device, to the car. Crating a graphical user interface that extends the feeling of the Audi brand, from the touch of a button to the speed of a swipe.
We’ve all heard the phrase “choose your words carefully.” It’s a statement that acknowledges the variety of words in our vocabulary, hinting at consequences should you choose the wrong one. Because brands are seen as visual, words are often overlooked. But if you consider how vocal a business is through correspondence, customer services, sales campaigns, websites and social media, then its smart to consider how the brand should speak.
Consciously working on your brand’s tone-of-voice, can pay dividends. Style of language, sentence structure and the flow of information, can vividly describe the kind of brand you are. Do you speak in an empathic way to your audience, or are you rigid and distant? Working with copywriters to create your verbal identity, will provide clear guidance on how your brand should speak.
Many companies leave it to marketing and corporate comm’s departments, to take care of the writing. These teams are often stretched and depend on gathering any text they can get their hands on, often from writers with no knowledge of branding. This is a lost opportunity that could be undermining you. If it’s worth saying, then it’s worth saying well, a verbal identity is an investment that pays for itself every time you speak. Check out what else we’ve got say about tone-of-voice.
Brand Identity requires the skill to view the brand at a micro and macro level. Your creative team should have the depth of experience, to view the details and anticipate the consequences to the big picture, these are some of the common paradoxes:
- Anticipate trends > but evaluate their long-term viability
- Exercise craftsmanship > but consider the strategic outcome
- Think new > but be aware of the cost implications
Consistency and flexibility
Modern identities have to pull off a careful balancing act. On one the hand, an identity must be consistent, acting as the red thread that joins all brand touchpoint together. On the other, a brand appears in our lives far more frequently, if it never changes, it will become dull. So how do you stay the same, but keep on changing?
The answer is to build a system with flexibility and manage it. There’s no denying that a brand identity with a consistent approach to logo, colour, image and voice will build visibility, save time and money. This approach will unite all touchpoints as one brand, whilst making a stronger impact with audiences.
However, you need to incorporate elements that are open to change. Supplement core colours with support colours and consciously change them. Flex your typographic muscles where you can. Keep brand imagery evolving, so it doesn’t become wallpaper. And keep the voice of the brand, continually introducing new content to maintain a variation.
Often the answer lies in the touchpoint being designed. Signage can’t change, but a website can change on a daily basis if needs be. A store design can’t change often, but the window displays should continually evolve to sustain interest. A well-designed brand identity is a system, that will provide the scope to design any touchpoint and keep it fresh.
Your creative team should the ability to see the “forest and the trees,” creating brand experience that can continually evolve.
Managing the transition
Once a brand identity is designed and agreed upon, then the work really begins! Whilst the days of the big public launch have passed, there are still some steps to be taken, to get the most of your investment. Learn how to maintain the momentum beyond the brand launch.
Employee engagement
Always introduce the identity to your employees first, before you go public. The identity represents them, and if they are guided though the reasons for change, they will feel included and become brand ambassadors. It’s surprising how staff feel a sense of momentum, keen to know how they can play the part in the transition.
Brand guidelines
Your new brand identity should be supported by guidelines, to explain how to use these visual tools in the best way. We advise not to format this as a pdf, as they become hard to update over time. Instead we recommend creating an online (password secure) brand guide, available to all involved in bringing the brand to life.
A brand guide will ensure that everybody has a central source, that is continually up to date, where they can download the files and guidelines they need. As soon as a new identity is exposed, questions will begin to fly, online-guidelines are the best way to bring people up to speed, without sacrificing your time. Find out how you can maintain and secure your brand investments.
Creating a strong first impression
There are always some key touchpoints that carry any brand. By redesigning these carriers, you will show the new identity at its best, and address the changes that sparked the process to begin with. These applications should be a clear statement of intent and buy you some time. But don’t allow the old identity to linger too long. A well-planned roll-out program should be in place, to ensure a swift transition.
Through these two white papers, we have presented both theory and practical guidance on building an effective brand identity. Some of the principles haven’t changed in decades, they simply work. But some principles are new, reflecting the fast pace of change within our industry. Need a refresher? Go to the first article of this mini series on identity.
Managing a brand in these times is an exciting prospect. Companies are engaging with internal cultures, creating loyal employees who respond to purpose and vision. The prospects of technology, especially 5G will put brands even closer to their audiences, providing richer experiences. Whilst audiences are as willing as ever to engage in brands, so long as they remain relevant and engaging.
