Page 6 - Brand Identity Standards
Categories that should appear on page 6
- Color Scheme
- Design Elements
- Artwork
- Photography
Page 6 - Example
This is an visual example of how I might layout page 6.
Page six has the color scheme, design elements and artwork that a designer will use when they design all of the marketing, advertising and packaging materials associated with the new brand identity. This is a very important step in the design process because these images will set the look for the entire brand. Take your time designing elements and finding photography for this page—it will be worth it once you start designing.
It isn’t always possible to simply design all your brand elements and choose all of you photographs before you start designing. Most designers choose some, then design a couple of marketing pieces to see how the elements work, then change them as needed. Work in a way that feels comfortable to you to get the brand look you want for your client’s brand.
Remember: The brand words are your source for inspiration, focus and direction, and all of your colors and design and art elements should reinforce the brand words and help to visually communicate the brand word’s message to your target market.
Color Scheme
Your new brand needs a primary color that people will identify you with. And your client’s brand needs to own a color in the hearts and minds of their target market.
Coke owns red. Pepsi owns blue. Mountain Dew owns green. Tide owns red. All owns blue. Crest owns blue. Colgate owns red. Oreo cookies owns blue. Archway owns red. Make sense?
Start by choosing 1 primary color for your brand. This color will be used on all of your marketing material. Next, choose 4 additional colors as secondary colors. These 5 colors will make up your brand’s color scheme. Use them when you design your marketing materials. They will help your pieces look like they go together.
Use the color schemes and information in your color textbook for inspiration.
Design Elements, Artwork and Photography
You should start with at least 2 different design elements, and 5 different pieces of art and/or photos. Make them fit your brand, communicate your brand, be appropriate for your brand, and differentiate your design work from the competition.
While photos are great, I encourage you to also try drawing or painting your own art. Either freehand or on the computer. It will help give your work a more developed and personal feeling.
When choosing photos be sure to experiment with cropping, reducing and enlarging your photos. You can drastically alter the look of a design this way. When using people, remember that we look at the eyes of a person in a photograph first. Factor this into your design, cropping and photo selection. Also, remember to place your primary emphasis or horizon lines using the rule of thirds. Good design seldom includes perfectly centering elements.
