Responsive Identity Systems
We use the brand strategy as a platform to inform and inspire how we bring a brand’s visual and verbal identity to life. The insights from our research and the organizing brand idea guide our decision-making throughout this stage.
The days of matching luggage identities are over. Today, brands need to be dynamic and adapt to the fast-paced and constantly shifting world. As a result, brand identity systems have to work harder than ever before.
BRAND TOOLKITS TO BUILD TRUST
The core identity is made up of consistent and fixed components that don’t change—the basic foundations of the visual identity toolkit. These usually include the logo, typefaces, primary color palette, imagery styles, design systems, and layouts.
These components are carefully crafted and designed to bring the strategy to life. For instance, typeface plays a major part in building the brand’s personality and is selected to have just the right qualities and character traits to portray the brand in the right way.
Similarly, colors are carefully curated to be both ownable, distinctive, and, most importantly, say the right thing about your brand. For instance, the impact of choosing fluorescent green over racing green can say so much! Color can also be a way to create standout and ownability in a sector.
And finally, imagery is a whole world of choice in its own right. You have a wealth of options to choose from—photos, illustrations, graphics, animations and then you can add in more choices of conceptual, people, still-life, abstract, reportage, and visual metaphors to name just a few.
When a customer first contacts your brand, your initial brand messaging answers the who, what, and why your audience needs it and offers persuasive information that inspires them to learn more about what you do.
Then, your ongoing brand messaging refers to the continual impression you make with your audience whenever they interact with your company, logo, website, or social media content. The intent is to reinforce the initial brand messaging, then add to it feeling, emotion, and recognition that furthers their comfort and positive perception of your company and its value.
Brand messaging is crucial for making first impressions and establishing value and recognition with your audience.