Building a brand: a designer’s perspective

Rob Pomfret, 01st Jun 19, 4 mins

Picture of the Halyard Events logo under construction by the ejigsaw design team

From a designer’s perspective, there are a lot of elements that need to be considered when building a brand to ensure a brand is impactful, memorable, and consistent with the business values.

There are a lot of questions I will ask myself to make sure I am building a brand with a strong and consistent tone. These are some of the things that are considered…

Does it work in Black & White?

This rule is a little old school, especially in a digital age, but I find it’s so key, and such a simple way to future-proof a logo. The versatility that is created when a logo works in simple colours is invaluable later on when future designers work with your logo.

Is it easy to draw?

Although a sketched version of your logo will likely never appear anywhere on official branded materials, having a logo that’s easy to draw is potentially a good measure of how memorable it may be.

Airbnb’s logo is a perfect example of this; whatever you think of the logo itself, it’s hard to argue that it’s not memorable, and the ease of which it can be recreated may (at least, in part) be to thank for that.

White Airbnb icon and wordmark on the red background

© Airbnb

Would it extend beyond the logo?

When thinking about logo design, we have to consider how this will look when rolled out to create a full brand. Some people are often mistaken that their branding only extends out to their logo, without considering the brand as a whole; the typeface, colours, shapes, and more!

We even have to think about the tone of voice in the copy across the site, social media, as well as offline, and how this can be represented within the brand. For example, each department at Ejigsaw is represented by a symbol that in some way ties in with our logo. By doing this, we have been able to extend our brand beyond the logo to our own team as well as our customers.

There are a lot of questions I will ask myself to make sure I am building a brand with a strong and consistent tone.

Rob Pomfret, Designer, Ejigsaw

What to consider when choosing brand colours?

Don’t just choose your favourite colour, and don’t just rely on one colour for the entire brand; poorly chosen colour palettes will lead to a brand that looks conflicted and can become difficult to work with, in the future.

A fully explored and considered brand palette will complement and support your primary colours. A brand palette is a great opportunity to inject personality and life, but it must also appeal to a target audience, and stay loyal to the product or service of the business.

What does the typography say about the business?

A font plays an important role in building a brand’s tone of voice. A font has the power to be loud, brash, elegant, confident or serious – so it’s critical that as much consideration (if not more) goes into choosing a typeface, as it does for the colours or icons.

A funeral director with a bright and bold rounded font would quickly be perceived as not taking their duty too seriously; an extreme example perhaps, but no matter what the industry is, the repercussions of poor visual communication through the wrong font can’t be understated.

What will the audience think?

Designers constantly consider your audience when creating a logo; it’s fair to say some clients can lose sight of this. A good design team doesn’t design for themselves, they may not even necessarily design for their client, but they absolutely always design brands that appeal to the main target market, in the best interests of your business.

What we did for Halyard Events.

The branding we completed for Halyard Events didn’t start by sitting down at a Mac, it started with a conversation. The design team at Ejigsaw do this with all of our clients. To get the best out of a brand, we want to become an extension of your team. In doing this, we set strong foundations for the creative process to begin.

Through our direct work with the founder of Halyard Events, Declan Cox, we have been able to create a brand that is true to its namesake, while still effectively communicating the services they offer.

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