Branding design is crucial because it serves as the visual and emotional face of a business or product. It is the first impression consumers have, influencing their perceptions and decisions. A strong brand design creates recognition, trust, and loyalty, helping a company stand out in a crowded market.
It conveys the essence of the business, its values, and its unique selling proposition, making it easier for customers to connect and engage. Branding design extends beyond just logos and colors; it encapsulates the entire experience a brand offers.
The following tips, drawn from Penji’s expertise in branding design, will prove invaluable on your journey to crafting your own unique brand identity.
Let’s get started with tip no.1
One of the first things you need to do when designing branding is to come up with a name for your business. There could be so many unique factors that go into choosing this name. Like your industry, your target audience, your services or products, etc.
The next step is to design a logo. You can decide which type of logo suits your brand based on the same factors.
If you choose to go with a combination mark logo there are so many different ways you can go about experimenting.
And below are some excellent examples from Penji for it.
This logo uses the connection between Pi and ratio to come up with a combination mark logo that befits the business in question. It’s for a Software building company that promises to build their programs “at a fraction of the cost” as their tagline indicates.
Penji experiments with all of these concepts to come up with an icon that combines the unique R and Pi symbols.
Here’s another example to inspire you. And for this particular one, there is an elaborate explanation behind the concept detailed in the image itself.
This too is an excellent example to showcase how you need to experiment with concepts to come up with a unique logo. The explanation is seen in the image itself.
Another way to design branding is to draw inspiration from your industry. Let’s talk more about that in the next tip.
Gathering inspiration from your industry can be the best thing when designing branding as it can fortify the brand identity further. Different industries cater to different audiences. This is why you can be assured that the audience will recognize industry-specific branding when they see it.
And as such instilling industry-specific value into your visual identity can be an excellent hook that works as an extension of your brand image.
Let’s take a look at how Penji has designed branding by gathering inspiration from the client’s industry.
From the fonts and colors in this branding design, we can see how much they’ve taken from the industry surrounding the brand.
As the name goes, the brand heavily carries the theme of nature. The colors green and blue used here are the predominant colors of nature as we look outside. And then the various footprint embellishments, (human and animal) blended into the typography make this branding unique beyond measure.
This branding design is for a company dealing with gaming. Therefore the logo design draws inspiration from the gaming world as well as from the kingfisher bird (to align with the brand name). Let’s break down how they’ve gathered inspiration and used it.
The top portion of the letter K, (the K standing for Kingfisher) has been demarcated by using a gaming joystick element which instantly makes the letter unique to the brand.
And then the opening of the letter K is filled with a Kingfisher swooping in. We believe the idea could’ve derived from the speed and swiftness associated with this bird which they assign to their gaming business. And all of that paired elevates the idea that this brand is a top-notch gaming business.
Let’s look at another tip for designing branding, inspired by Penji’s examples.
Selecting the right colors when designing branding is pivotal as colors hold a potent ability to evoke emotions and convey messages. As we’ve often spoken about, colors carry their own individual psychological associations. For example, blue signifies trust and professionalism, red exudes energy and excitement, and green represents growth and nature.
This is why the chosen colors should align with the brand’s identity and message. Moreover, distinctive color combinations set a brand apart from competitors and help attract and resonate with target audiences. In essence, the right colors serve as a non-verbal communication tool, creating a lasting and impactful brand image.
All of this is made evident in the next branding design that we will look at.
This branding design by Penji for a brand named Buzy Bee Windshields has taken a route to identify itself as busy and efficient as bees. And they’ve extended this concept into their branding and gone ahead with colors that are unique to the world of bees.
The color palette is featured in the image and you can see that those colors resemble bees and their hives. Sometimes assigning real colors to real-world objects can ensure that the brand looks organic. And there is something appealing about making a brand feel organic instead of artificial especially when it comes to industries that sell things like windshields.
Something as mundane as a windshield can be made exciting when using elements and colors like this. So be very purposeful about the colors you use when designing branding.
And along with color, there’s another one that’s as equally important – fonts. Let’s look at that in the next tip.
Suitable fonts in design are essential as they contribute to the brand’s personality and messaging. Fonts carry emotional and aesthetic connotations; a classic serif font can convey tradition and reliability, while a sleek sans-serif font suggests modernity and simplicity.
Then comes another important subsection in choosing fonts – font pairing. Font pairing plays a significant role in logo design, enhancing sophistication. Combining contrasting fonts – like pairing a bold, elegant serif with a clean, modern sans-serif – can create a dynamic and memorable logo.
This contrast adds visual interest, communicates versatility, and makes the brand appear sophisticated by displaying a harmonious fusion of elements.
Let’s look at an example from Penji’s branding designs.
This branding design beautifully captures the idea of using distinctive fonts for the logo. The script font paired with the sleek sans serif font brings out the elegance in the brand name. It reinforces the brand’s unique identity and captures the audience’s attention effectively.
It also breaks any monotony and keeps things fresh and timeless which is something we all seek when designing branding.
Moving on to the next tip.
It’s very important that your audience understands your brand’s personality and the best way to communicate that is through your branding designs. Branding designs can certainly function as a vehicle that effectively carries your business personality.
Taking a look at the below branding designs by Penji will help you understand this.
This branding design is for a pet brand. And as such the soft feeling often associated with pet brands can be seen in the visual identity. The wordmark portion of the logo with the sans serif font with soft edges is warm and inviting. The dog and cat illustrations intertwined to form a green heart further communicates the brand’s personality and thereby its values.
For example, the heart could indicate the warmth and care given to pets in this establishment and the smile on the faces of the pets could indicate that they spread cheer to these furry friends as well as to their owners.
The next branding design that we will look at has somewhat of a more serious tone to it.
This branding design is for an insurance claim adjuster. Their whole purpose is to investigate insurance claims which is a serious business. And that seriousness and reliability is seen in the way the overall branding is designed.
The muted color palette paired with a serif font makes for a professional and serious branding design. The other element that helps take it a step further is the gavel. Its double duty to replace the letter T as well as give people an assurance of the right judgment plays well here.
So you can see after looking at both of these examples that communicating your business personality matters a lot when designing branding.
Let’s take a look at the next tip.
Breaking stereotypes in branding design is essential to challenge norms, stand out, and connect with diverse audiences. By defying clichés and embracing originality, brands can tap into fresh perspectives.
It allows for more authentic and innovative brand narratives that break free from limitations and better address the ever-evolving values and expectations of customers.
And the below design is an excellent example that showcases this.
When designing branding for this client, Penji has gone for an entirely different route. By the looks of the secondary part of the logo, we can see that it’s for a design company. And to use that kind of name and pair it with a milk carton element is a bold move. But it certainly does the job of breaking the stereotypical branding surrounding design agencies.
These kinds of break-the-mold designs help get noticed and because of this boldness, people tend to hire you.
But mind you, not everyone can make it work. So many factors have to work well together in order for you to successfully pull something like this. So unless you have a professional brand strategist on your team, we recommend you steer clear of eccentric changes when designing branding.
Let’s take a look at the final tip on this list.
Integrating a mascot into a logo can significantly enhance branding design by adding a distinct and memorable element. A mascot is the perfect marketing illustration. They also provide a face to the brand, making it relatable and personable. This character can embody the brand’s values, personality, and messaging, making the message more engaging and human.
Mascots often trigger emotional connections, creating a deeper bond with the audience. They make the brand more memorable, as the mascot becomes an iconic symbol that consumers associate with the company.
When executed effectively, mascots add a unique and recognizable dimension to branding design, setting the brand apart and making it unforgettable.
And this is the story of the branding design below by Penji.
The mascot is integrated into the typography making it sit in perfect balance. And the QC could maybe be the brand name. Either way, the mascot seems to give out the idea that their services are top-notch with its pose. The colors of the mascot paired with the rest of the design give out a sunny farm vibe that helps you trust the brand.
And that is something to be learned when designing branding for your own business.
These tips for designing branding taken from Penji’s branding collection cover everything you need to know design-wise. Using them carefully in your own designs can offer immense benefits.
In fact, statistics show that 55% of first impressions of a brand are tied to their visuals.
That’s why in an era of information overload, effective branding design is the key to making a lasting and unforgettable impact.