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.
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 a 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, 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
Behaviour, etc.
Designers focus on making a brand's visual identity distinctive and memorable.
It is therefore not uncommon for a brand's visual representation to be the first thing we associate with it. But branding encompasses more than the visual elements of the brand. 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.
Intangibles/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 brand values and helps the customer decide whether or not to purchase. We call that 360 branding. Read more...
– 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 a 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, 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
Behaviour, etc.
Designers focus on making a brand's visual identity distinctive and memorable.
It is therefore not uncommon for a brand's visual representation to be the first thing we associate with it. But branding encompasses more than the visual elements of the brand. 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.
Intangibles/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 brand values 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 company's 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 company's 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
brand identity helps establish brand recognition and differentiation in the market. This differentiation also helps in developing a brand reputation and positioning and getting a loyal customer-base in the market.
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 around 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 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 as 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.
Holtmann 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 around 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 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 as 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.
Holtmann 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...
FAQ
Here is an overview of the most frequently asked questions about brand identity.
Brand identity refers to a brand's visual and conceptual representation. It encompasses the unique set of elements that distinguish a brand and make it easily recognizable. These elements include the brand's name, logo, colors, typography, imagery, and overall design style.
Brand identity plays a crucial role in shaping how a brand is perceived by its target audience. It helps create a consistent and memorable impression, establishes brand recognition, and communicates the brand's values, personality, and positioning. Strong brand identity fosters trust, loyalty, and differentiation in a competitive market.
Verbal Brand Identity:
Verbal Brand Identity refers to the brand's linguistic and textual aspects. It encompasses the brand's name, voice, tone, messaging, copywriting, and communication style such as the domain name. Here's a breakdown of key elements related to Verbal Brand Identity:
· Brand Naming
· Brand Voice
· Brand Messaging/Claim/Tagline
· Copywriting
· Domain Name
Visual Brand Identity:
Visual Brand Identity refers to the visual elements that represent a brand and create a recognizable and memorable visual identity. These elements include the brand logo, colors, typography, imagery, and overall design style. Here's a breakdown of key elements related to Visual Brand Identity:
Logo/Logo Design System
Typeface/ Typography/Font
Color palette
Style/Pattern/Shape
Layout/Composition/Imagery
Graphics/Illustrations/Icons
Verbal Brand Identity refers to the brand's linguistic and textual aspects. It encompasses the brand's name, voice, tone, messaging, copywriting, and communication style such as the domain name. Here's a breakdown of key elements related to Verbal Brand Identity:
· Brand Naming
· Brand Voice
· Brand Messaging/Claim/Tagline
· Copywriting
· Domain Name
Visual Brand Identity:
Visual Brand Identity refers to the visual elements that represent a brand and create a recognizable and memorable visual identity. These elements include the brand logo, colors, typography, imagery, and overall design style. Here's a breakdown of key elements related to Visual Brand Identity:
Logo/Logo Design System
Typeface/ Typography/Font
Color palette
Style/Pattern/Shape
Layout/Composition/Imagery
Graphics/Illustrations/Icons
Brand identity refers to the intentional design and visual elements that represent a brand. It is under the brand's control and can be actively shaped. On the other hand, a brand's reputation is the perceptions and opinions formed by its audience based on their experiences and interactions with the brand over time. While brand identity sets the foundation, a brand's reputation is influenced by factors such as product quality, customer service, and overall brand experience.
Absolutely! A strong brand identity helps differentiate your brand from competitors, builds brand recognition and loyalty, and influences consumer perceptions. It can positively impact customer acquisition, retention, and overall business growth. A well-crafted brand identity establishes trust, allows for effective storytelling, and creates a strong emotional connection with your target audience.
The pricing for a custom-designed brand identity can vary depending on several factors, including the scope of the project, the level of expertise of the designer or agency, and the specific deliverables required. Brand identity design at Mahyar Nazemi starts from 15,000 euros, typically including Visual Brand Identity, the creation of:
Logo/ Logo Design System
Typeface/ Typography/Font
Color palette
Style/Pattern/Shape
Layout/Composition/Imagery
Graphics/Illustrations/Icons
This price does not include workshop sessions, verbal brand identity, a brand audit and a brand book/guideline.
Here are some key considerations that can influence the pricing:
Brand Identity Components:
The price may depend on the specific elements included in the brand identity package. This typically includes the creation of a logo, color palette, typography guidelines, and sometimes additional assets like brand patterns or icons.
Research and Discovery:
If the project requires extensive research and discovery to understand your brand's values, target audience, and market positioning, it may impact the pricing. This stage helps designers develop a deeper understanding of your brand to create a tailored brand identity.
Number of Deliverables:
The number of deliverables required can affect the overall cost. For example, if you need multiple variations of the logo for different applications or if you require additional brand assets like stationery design or social media graphics, it may impact pricing.
Revisions and Iterations:
The number of revisions and iterations included in the package can influence the price. More complex projects or those with additional rounds of revisions may require more time and resources, affecting the overall cost.
Timeline and Turnaround:
If you require a faster turnaround time or need expedited services, it may incur additional costs. Rush orders or tight deadlines often require designers to allocate more resources to meet the specified timeline, which can affect the price.
Licensing and Usage Rights:
Depending on the agreement, there may be additional costs if you require exclusive rights, extended usage, or if you plan to trademark the brand identity.
Registration Brand/Trade mark:
The legal process also affects the price. We provide these services through our partners.
It's important to remember that investing in a custom-designed brand identity is a valuable investment in your brand's long-term success. The price you pay should reflect the expertise, creativity, and strategic thinking that goes into developing a unique and impactful brand identity. It's recommended to discuss with our colleagues and obtain detailed quotes tailored to your project to get a better understanding of the pricing structure.
Logo/ Logo Design System
Typeface/ Typography/Font
Color palette
Style/Pattern/Shape
Layout/Composition/Imagery
Graphics/Illustrations/Icons
This price does not include workshop sessions, verbal brand identity, a brand audit and a brand book/guideline.
Here are some key considerations that can influence the pricing:
Brand Identity Components:
The price may depend on the specific elements included in the brand identity package. This typically includes the creation of a logo, color palette, typography guidelines, and sometimes additional assets like brand patterns or icons.
Research and Discovery:
If the project requires extensive research and discovery to understand your brand's values, target audience, and market positioning, it may impact the pricing. This stage helps designers develop a deeper understanding of your brand to create a tailored brand identity.
Number of Deliverables:
The number of deliverables required can affect the overall cost. For example, if you need multiple variations of the logo for different applications or if you require additional brand assets like stationery design or social media graphics, it may impact pricing.
Revisions and Iterations:
The number of revisions and iterations included in the package can influence the price. More complex projects or those with additional rounds of revisions may require more time and resources, affecting the overall cost.
Timeline and Turnaround:
If you require a faster turnaround time or need expedited services, it may incur additional costs. Rush orders or tight deadlines often require designers to allocate more resources to meet the specified timeline, which can affect the price.
Licensing and Usage Rights:
Depending on the agreement, there may be additional costs if you require exclusive rights, extended usage, or if you plan to trademark the brand identity.
Registration Brand/Trade mark:
The legal process also affects the price. We provide these services through our partners.
It's important to remember that investing in a custom-designed brand identity is a valuable investment in your brand's long-term success. The price you pay should reflect the expertise, creativity, and strategic thinking that goes into developing a unique and impactful brand identity. It's recommended to discuss with our colleagues and obtain detailed quotes tailored to your project to get a better understanding of the pricing structure.
If you have further questions, or need assistance, please fill out the contact form below. We strive to provide prompt and personalized support to ensure your experience is exceptional.
1. Please fill out the contact form below
You can provide us with a few keywords and let us know which brand solutions you need support for.
2. Initial consultation
During a 20 minute video call, we will first discover and clarify your brand's goals and vision. This will enable us to better understand your brand and its needs.
3. Brand proposal
We analyze your brand's challenges and solutions, as well as review possible opportunities. Based on your brand and market needs, we will provide a proposal as to how our branding process can assist your brand. This proposal includes an overview of brand prospects, a time line, and an estimate of costs.
4. Kick-off
After approval, the next step is a face-to-face decision-level meeting, or a brand workshop if you prefer. You will discover the full brand's long-term, mid-term, and short-term roadmap based on our branding process during a brand workshop.
You can provide us with a few keywords and let us know which brand solutions you need support for.
2. Initial consultation
During a 20 minute video call, we will first discover and clarify your brand's goals and vision. This will enable us to better understand your brand and its needs.
3. Brand proposal
We analyze your brand's challenges and solutions, as well as review possible opportunities. Based on your brand and market needs, we will provide a proposal as to how our branding process can assist your brand. This proposal includes an overview of brand prospects, a time line, and an estimate of costs.
4. Kick-off
After approval, the next step is a face-to-face decision-level meeting, or a brand workshop if you prefer. You will discover the full brand's long-term, mid-term, and short-term roadmap based on our branding process during a brand workshop.
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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