Smuzi Elementos Da Marca

The Elements of a Brand

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:

  • Name
  • Logo
  • Symbols
  • Characters
  • Slogan or description
  • Typography
  • Color palettes
  • Packaging
  • 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.Smuzi-Elementos-da-Marca

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.

Smuzi-Elementos-da-Marca-Versáteis

Mario

Mário is our creative director.

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  1. […] we create or re-design a brand, the logo is just a small part of the job. If you read my previous articles on branding you will remember that a brand identity is composed of several unique elements. The […]

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