How can you use 2D graphics to create a consistent visual identity across different touchpoints?

1 Define your brand strategy

Before you start creating any 2D graphics, you need to have a clear understanding of your brand strategy. This includes your brand's vision, mission, values, goals, target audience, and unique selling proposition. Your brand strategy will guide your decisions on how to use 2D graphics to convey your brand's identity and message. You can use tools such as a brand persona, a brand voice, and a brand mood board to help you define your brand strategy and align it with your visual identity.

2 Choose your color palette

Color is one of the most powerful elements of visual identity, as it can evoke emotions, associations, and meanings. Your color palette should reflect your brand's personality, values, and message, as well as appeal to your target audience and differentiate you from your competitors. You can use 2D graphics software or online tools to create a color palette that consists of a primary color, a secondary color, and a few accent colors. You can also use color theory principles, such as complementary, analogous, or triadic colors, to create harmony and contrast in your color palette.

3 Select your typography

Typography is the art and technique of arranging text in a way that is legible, readable, and attractive. Your typography should complement your color palette and support your brand's voice and tone. You can use 2D graphics software or online tools to select fonts that suit your brand's personality, values, and message. You can also use font pairing, font hierarchy, and font spacing to create balance and emphasis in your typography.

4 Create your logo

Your logo is the symbol that represents your brand and its identity. It is often the first thing that your audience sees and remembers about your brand. You can use 2D graphics software or online tools to create a logo that is simple, memorable, versatile, and relevant. You can also use different types of logos, such as wordmarks, pictorial marks, abstract marks, or combination marks, to express your brand's essence and message.

5 Design your imagery

Imagery is the visual content that you use to communicate your brand's identity and message. It includes photos, illustrations, icons, graphs, charts, and animations. You can use 2D graphics software or online tools to design imagery that is consistent with your color palette, typography, and logo. You can also use imagery that is appropriate for your brand's industry, niche, and audience, as well as for the purpose and context of each touchpoint.

6 Apply your style guide

A style guide is a document that defines and documents your visual identity guidelines and rules. It helps you maintain consistency and quality across different touchpoints and platforms. You can use 2D graphics software or online tools to create a style guide that includes your brand strategy, color palette, typography, logo, imagery, and other elements of your visual identity. You can also use your style guide to test and evaluate your visual identity and make adjustments as needed.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?