The role of a brand designerFrom concept to visual - this is brand design
peaking of branding, most people think about logo. Does it mean that a brand designer is all about making logos?
Sure logos matter. But brand visual identity (VI) is even more complex. From tangible objects to intangible image and tone, the most important task of a brand designer is to visualize a brand’s position which is concluded from market research, target group and values by the team and the clients. Basically a brand designer creates a system for a brand, which includes logo, fonts, color palette, extended patterns, tone of photography and materials. These will be further applied to signboard, space, prints and etc.
How to translate?
The key is to extract the core and to translate it into visuals.
First is to look into the industry, from client’s perspectives and from a thorough research, to avoid the cliches that have been seen too often. Secondly, based on the brand position, a brand designer will try to connect the idea with the TA by using visuals. For instance, if a nutrition brand positions itself as professional, natural and friendly, the color palette will be bright. However, design technique will be simple and clean so that it show profession instead of young and chick.
After the framing, the designer will sketch the logo, which is the conclusion of brand statement, so that the TA can “feel” the brand just by looking at the logo. It is also important to make the information tiers. The major, brand name and its spirits. The minor lies in color palette and extension. By delivering one thing at a time, not only will the TA will absorb the messages, but also the visual system becomes dynamic and complete.
Case Study 01
Brand concept in logo
Take Osaka Metro for instance. Transportation matters to the citizen and represents the city image. There were four messages to be sent: safety, service, convenience and speed. First, they used blue to imply speed. Second, to make it easy to read and eye-catching, “M” from metro was extracted and visualized as a circular white thread to tell the meaning of speed and convenience. Moreover, if you turn to the side of the logo, you will find an “O” which stood for Osaka.
Case Study 02
Brand concept in system
Another example is Droit, a financial technology company which is a platform for clients to manage transactions, properties or funds. It has updated digitized regulation which makes sure all trades are effective. The brand concept is therefore constant evolvement, responsive feedback and optimization.
Some elements were decided in the first place. White, black, blue were applied to show Droit’s expertise. A typeface logo using boldface was presented with adjustment of adding dots to indicate its responsiveness. As complex as the service can be, the messages could not fall onto just one logo. Hence, A comprehensive VI system was developed. Consequently, the band concept was enhanced throughout the Vi which was unique and memorable to its clients.
Conclusion
Important work takes time and efforts. A thorough VI plays an influential role in brand image and communication. It requires the clients and the designers to work together and see it as one of the most fundamental assets in the firms. Only when the brand owner respect his own brand, the TA will identify with the brand.
