Some people think a brand is just a name and a logo. That’s like trying to figure out someone with a name and a picture.
These 2 are the most visible and important aspects of a brand. However, a brand is composed of several elements:
- Slogan or description
- Color palettes
- Graphic elements
- Sensorial elements: scents, tastes, etc
These elements are combined to create a Brand Identity. That is why creating a brand is much more than designing a logo. Companies that specialize in branding, like Smuzi, perform a thorough research and design work to create or re-design a brand.
Defining brand elements
Consumers should connect with brands through positive and unique associations. In order to achieve this goal, brand elements should be:
- Memorable: Don’t create a brand description with 50 words or a color palette with 30 different shades. No one will remember everything. Brand elements should attract attention and be easy to remember.
- Rich: Is your logo a gray square? Great, but what is the meaning of that? No matter how simple the element is, it should have a reason to exist. Elements need to be meaningful for consumers.
- Appealing: Discover what your audience likes and create enjoyable elements.
- Adaptable: Brand elements should be easy to adapt, change and update.
- Original: Authenticity is fundamental. Good elements are unique, different and original.
As an example, here are some brand elements of a brazilian café. We extracted them from the Brand Book we created for this company.
The logo is very complex, with shades and textures. However, it is completely adaptable: we designed versions with different shapes and colors for different mediums. And we also created an icon – a very simple and memorable symbol that represents the brand. As for the meaning, this logo was based on the concepts of comfort and intimacy that the company provides.