When considering your business branding, colors are often the first thing that springs to mind. There are some established associations between color and mood. Everyone’s associations are slightly different though, depending on their life experiences – so these are trends not rules.
Beyond this, your color choices mean something in your particular industry. Blue, for example, might be classic for a bank but a distinctive choice for a bookshop. What’s typical for businesses in the same niche as yours? Whether you tap into the established norms or break the mold with a new approach will say something about who you are as a company.
We love fonts and we can pretty much talk forever on how to use them in your branding. Because fonts have such a rich cultural history, lettering style can have a huge impact on how you’re perceived. Here are a few considerations:
Few aspects of design are as expressive as illustration, and every artist has their own take on crafting editorial or creative imagery. That said, there are a few trends that most brands fall into. If you’re using digital illustration, there are two primary types –
Of course, any kind of art can be part of your brand, from collage to watercolor, but generally, choosing analog formats rather than digital will give your brand more of an old-school, handmade identity.
Tone of voice isn’t just about what you choose to say – the way you say it also plays a big part.
Whatever your approach, take note – if your brand tone originates with a single founder or staff member, it will only be with you as long as they are. Write down a few style rules to make sure it lives forever! Read more about capturing your brand’s spirit in our guide to building your brand culture and our step-by-step primer on building brand values.
A brand is like a sports team – every player counts, and they all need to work together. To make sure your ‘team’ of brand elements is performing at its best, make sure they all show up when they’re needed, every time, every place.
So if your design is on point and your tone of voice is perfect, but your font choices are random and unplanned, it’s never going to be a winning combination. Likewise, if you’ve got beautifully branded Business Cards but your website design isn’t recognizably similar, your brand personality won’t always shine through.