6 Tips from Our Creative Specialist – Pia M. Deloustal
Crafting great brands may not compare to rocket science, however there are a few key elements to check-off the list when it comes to creating long lasting brands, which actually work and are efficient for your business.
There is no such thing as good design without a purpose. Creative output in branding is a direct translation of your brand strategy and mission statement. There has to be a valid reason as to why a logo is round or square, black or blue- what it symbolizes and is the message it’s aiming to convey clear enough? Do you want your brand to feel calming, inspiring or energizing? Is your brand relatable to your target audience? Does it connect people emotionally?
GOOD DESIGN IS A COMBINATION OF COMMON SENSE, IMAGINATION AND CLARITY OF PURPOSE.
2. Less Is More
Many times, clients ask us to add numerous elements to their logo and brand identity in an attempt to communicate as many messages as possible, most often being afraid of not saying enough. However less is more and by removing the unnecessary and keeping the essential, we say it all in a much more efficient way. When you keep it minimal, your branding will be easy to recognize and will always be remembered.
GOOD DESIGN IS LESS DESIGN.
3. Design Should Aim To Be Innovative
There is no point trying to imitate what other companies are doing just because they are successful. For obvious reasons you have to be aware of your competitors but there is no reason to copy them. Be strong enough to represent your own unique branding and be proud of it. The way you look should reflect you and your business and not be made up from bits and pieces of others. Be bold, be unique and you’ll be sure to stand out from the crowd and most importantly make a statement (of your choosing).
DON’T BE A FOLLOWER, BE A LEADER.
The key to successful brand recognition is consistency. The way you look (logo, colours, fonts, images), speak (tone of voice, tagline, languages) and act (personality and how you treat your clients) is vital to your brand and will enhance if done consistently. The more consistent you are the more loyal your clients will be as they will trust you and your brand. Your brand should feel seamlessly not surprise them.
GOOD DESIGN IS OBVIOUS, GREAT DESIGN IS TRANSPARENT.
5. Details Are Everything
People who say that details are not important when it comes to design, are obviously taking a blanket approach and missing what the finer points represent. Details are absolutely everything and paying close attention to aspects such as spacing, colour tones, image style, lines and graphic elements can make the biggest difference. Getting the details right is the difference between success and failure as it simply reflects how much you care about quality and assures your clients of the same level of standards.
DETAILS ARE NOT JUST DETAILS, THEY FORM DESIGN.
6. Timeless Design
Instead of following the latest trends and trying to be fashionable, opt for a timeless design that people will remember. However make sure that it is also flexible enough to be able to continue evolving with the times. A brand needs to continuously reinvent itself while staying true to its roots and purpose, leaving a lasting impression.
GOOD DESIGN IS MAKING SOMETHING INTELLIGIBLE & MEMORABLE, GREAT DESIGN IS MAKING SOMETHING MEMORABLE & MEANINGFUL.