A whopping 94% of the world’s population can recognize the Coca-Cola logo. But people don’t recognize this logo for the sole reason that it’s a good logo. Coca-Cola also has an excellent brand identity design.
What is brand identity? If you’re asking this, read on. We’ll give you all the details about this important marketing tool.
What Is Brand Identity?
The term “brand identity” refers to everything that a company uses to represent itself to a consumer. It’s the face of the brand. It includes logos, colors, typefaces, etc.
Companies have to make certain that their brand identity components complement their existing reputations. These components must also be clear and consistent.
How to Create a Brand Identity
As expert artists will explain, people will experience sensory elements and think of other ones. The color red can make people think about passion, for instance.
To best represent your brand, choose the right elements. To know what the right elements are, consider what your company stands for.
Color
Experts have proven that certain colors trigger certain emotions in people. You may notice that plenty of food companies use red in their logos. This is because red makes people hungrier.
But you also need to consider cultural aspects. Many countries associate pink with feminity. Don’t use this color when designing brand identity if feminity isn’t a large part of your company.
Shapes
Organic and geometric shapes don’t usually drum up cultural associations. But they can still cause people to feel certain emotions. Round shapes seem more loving and straight-edged shapes seem strong, for instance.
You should also consider these emotional associations when looking at typefaces. People will react the same to letters with, say, rounded edges as shapes with rounded edges.
Brand Identity Examples
Do you not believe us? Do you think you can get by without considering all these factors? Let’s look at some companies and how they designed their brand identity.
McDonald’s
Those golden arches are round in shape. Also, yellow is a color often associated with fun and positivity. This represents the brand associated with cute characters and playplaces well.
Lego
Lego has both rounded and straight-edged shapes in its logo and branding. Legos are toys, so it’s understandable for the brand to use fun rounded shapes. But Lego bricks are also strong and reliable as they stick together and hold up well.
Coca-Cola
Have you seen Coca-Cola ads? If so, you know how they like to associate their brand with fun and togetherness. The curves in the soda brand’s logo represent this perfectly.
Get Brand Identity Design Help
Again, your brand identity is the face of your company. You have to make sure it spends as many hours in the makeup chair as possible. And you have to hire “good makeup artists”.
We can be those professionals for you. Our team offers full-service branding and communications. If you need help with your brand identity design, we can give you what you need.
Contact us today to get started.
