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The first thing that comes to mind when discussing your brand’s identity is your logo. While logos are important and become synonymous with your name, a creative branding strategy can serve as one of your best assets for brand recognition. Consistency is key when creating an identity for your brand so make sure your materials are aligning across all platforms.
Paula Scher: Atlantic Theater Company
Typography often goes unrecognized as an important piece of your branding strategy. Similar typefaces used across all platforms create a unity among your materials. Graphic designer Paula Scher, who has developed a range of identity and branding systems for clients such as Coca-Cola, Shake Shack, and the Museum of Modern Art, says that you can create an identity for a brand based on the recognizability of type. Type also has many psychological effects on consumers – if a font is heavy and bold it may evoke immediacy. If it’s thin and in serif form, it may feel classical. This gives you the ability to determine the sensibility and spirit of a message before you even read it.
Color schemes can also have an impact on your identity before consumers are even acquainted with your brand. Up to 90% of snap judgments made about products can be based on color alone, depending on the product. There are many misconceptions about colors provoking general traits and emotions but it is important to note that creating your branding to align your image – including your chosen colors – with your own traits and personality is much more effective than trying to align this with stereotypical associations.
Of course, your logo is integral to your business. However, it is important to note that you do not have to be tied to a logo forever. It’s always good to adapt over time and making minor adjustments or choosing to overhaul your logo can prove beneficial for your business. As the face of your brand, your logo needs to represent your business in a professional and trustworthy manner.
Implementing a creative identity for your brand gives you the ability to attract customers who may be unfamiliar with your products and services but recognize your type, color scheme, or logo. Need help branding your business? Let’s talk.
