How to create a consistent, lasting and memorable look and feel for your brand?
Brand Identity
Branding is a nebulous word. People usually refer to logos or colors when talking about them. As an entrepreneur, you're certain to know that a brand is not just a logo.
Logos and corporate colors are an effective way to communicate your brand, but they should be an expression of something much deeper. Your brand identity.
Logos and corporate colors are an effective way to communicate your brand, but they should be an expression of something much deeper. Your brand identity.
It can be difficult to distinguish between the terms logo, identity, and brand. Let's figure out their differences.
What is a logo? – Logos are symbols, images, or words that identify a specific business or company in its simplest form.
Symbol
Sign
Image
Word
Icon
What is identity? – An identity is the collection of tangible brand elements that together create one brand message and image (such as brand name, brand message, brand domain, and set of visual elements that form part of the overall brand identity).
· Brand Name Read more...
· Messaging/Claim/Tagline
· Domain Name/URL's Read more...
· Visual Brand Identity:
Logo Design System
Typeface/Typography/Font
Color Palette/Corporate Colors
Style/Pattern/Shape
Layout/Composition/Imagery
Graphics/Illustrations/Icons
Stationery Set (Business Card, Letterhead, Envelope, and etc)
Giveaway
Exhibition & Interior
Website
SMB
Email signatures, etc.
What is a brand? – A brand is how people perceive your company
Voice and tone
Values
Emotions
Stories
Identity
Positioning
Promise
Relationships
Expectations
Memories
Behaviours, etc.
Designers put a lot of focus on making the visual identity of a brand distinctive and memorable.
It is therefore not uncommon for the visual representation of a brand to be the first thing that we associate with it. But branding encompasses more than the visual elements of the brand, and the visual elements are probably not the ones you should think about first when building a brand.
Every brand has both tangible and intangible elements.
Intangible/Brand Strategy:
Mission, vision, values, customer experience, communication, etc.
Tangible/Brand Identity:
Logo, colors, typography, imagery, etc.
Together the tangible and intangible elements should create a cohesive brand image that the customer can perceive. The brand image signals the values of the brand and helps the customer decide whether or not to purchase. We call that 360 branding. Read more...
What is a logo? – Logos are symbols, images, or words that identify a specific business or company in its simplest form.
Symbol
Sign
Image
Word
Icon
What is identity? – An identity is the collection of tangible brand elements that together create one brand message and image (such as brand name, brand message, brand domain, and set of visual elements that form part of the overall brand identity).
· Brand Name Read more...
· Messaging/Claim/Tagline
· Domain Name/URL's Read more...
· Visual Brand Identity:
Logo Design System
Typeface/Typography/Font
Color Palette/Corporate Colors
Style/Pattern/Shape
Layout/Composition/Imagery
Graphics/Illustrations/Icons
Stationery Set (Business Card, Letterhead, Envelope, and etc)
Giveaway
Exhibition & Interior
Website
SMB
Email signatures, etc.
What is a brand? – A brand is how people perceive your company
Voice and tone
Values
Emotions
Stories
Identity
Positioning
Promise
Relationships
Expectations
Memories
Behaviours, etc.
Designers put a lot of focus on making the visual identity of a brand distinctive and memorable.
It is therefore not uncommon for the visual representation of a brand to be the first thing that we associate with it. But branding encompasses more than the visual elements of the brand, and the visual elements are probably not the ones you should think about first when building a brand.
Every brand has both tangible and intangible elements.
Intangible/Brand Strategy:
Mission, vision, values, customer experience, communication, etc.
Tangible/Brand Identity:
Logo, colors, typography, imagery, etc.
Together the tangible and intangible elements should create a cohesive brand image that the customer can perceive. The brand image signals the values of the brand and helps the customer decide whether or not to purchase. We call that 360 branding. Read more...
Challenge
Your logo is the first experience your audience has with your product or service, but it is not your brand. Your brand is more than a logo. We develop your brand's identity with a custom and integrated design that will outperform your competition.
· How many companies use your corporate colors?
· What message does your corporate logo and color convey to the customer?
· What image or message of your brand, product or service is hidden in your corporate design?
· How many companies use the same slogan or tagline as you?
· What makes you different from competitors with similar names, colors, or companies?
· How to create a consistent and memorable look and feel for your brand?
· How many companies use your corporate colors?
· What message does your corporate logo and color convey to the customer?
· What image or message of your brand, product or service is hidden in your corporate design?
· How many companies use the same slogan or tagline as you?
· What makes you different from competitors with similar names, colors, or companies?
· How to create a consistent and memorable look and feel for your brand?
Solution
Corporate design helps the brand develop its own unique stance and differentiate itself from others in the market. This differentiation also helps in developing a brand reputation and positioning and getting a loyal customer-base in the market.
· Verbal Brand Identity
· Brand Name/Rename Read more...
· Messaging/Claim/Tagline
· Domain Name Read more...
· Accompanying trademark registration
· Visual Brand Identity: Read more...
Logo Design System
Typeface/Typography/Font
Color Palette/Corporate Colors
Style/Pattern/Shape
Layout/Composition/Imagery
Graphics/Illustrations/Icons
· Brand Name/Rename Read more...
· Messaging/Claim/Tagline
· Domain Name Read more...
· Accompanying trademark registration
· Visual Brand Identity: Read more...
Logo Design System
Typeface/Typography/Font
Color Palette/Corporate Colors
Style/Pattern/Shape
Layout/Composition/Imagery
Graphics/Illustrations/Icons
Case Study
Holtmann Since 195O
Two images, one message, and more market share.
Holtmann Group (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) has been an integrated service provider for trade shows and events since 1950, headquartered in Langenhagen, Germany.
Holtmann is one of the leading trade fair and event service providers in Germany and the world.
In 2018, as Holtmann Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a distinct image and identity was put on the agenda.
After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany, we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also had black and white in their corporate colors.
My suggestion was to define a brand architecture and create a new (sub) brand with a completely different and unique image, as well as to develop Holtmann with a completely fresh approach.
Holtman Since 195O was born as a symphony of orange and white as a main color, silver and anthracite as the accent color. Traditional Holtman but, instead of black and white, a combination of gray, anthracite and orange was chosen as the accent color.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. Our goal was to create a new, relevant brand with an emphasis on design rather than construction. There are two distinct images that are created in the minds of the audience; one, the serious color of anthracite and white symbolizing the company's seventy years of experience; and the other, an orange and white combination symbolizing a young and ambitious approach to gaining market share. Read more...
Two images, one message, and more market share.
Holtmann Group (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) has been an integrated service provider for trade shows and events since 1950, headquartered in Langenhagen, Germany.
Holtmann is one of the leading trade fair and event service providers in Germany and the world.
In 2018, as Holtmann Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a distinct image and identity was put on the agenda.
After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany, we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also had black and white in their corporate colors.
My suggestion was to define a brand architecture and create a new (sub) brand with a completely different and unique image, as well as to develop Holtmann with a completely fresh approach.
Holtman Since 195O was born as a symphony of orange and white as a main color, silver and anthracite as the accent color. Traditional Holtman but, instead of black and white, a combination of gray, anthracite and orange was chosen as the accent color.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. Our goal was to create a new, relevant brand with an emphasis on design rather than construction. There are two distinct images that are created in the minds of the audience; one, the serious color of anthracite and white symbolizing the company's seventy years of experience; and the other, an orange and white combination symbolizing a young and ambitious approach to gaining market share. Read more...
Let's talk about your brand
How can a brand identity help you build a better brand?
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
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