What is Branding?

As creators, we want to think it’s about us, our brilliant talent, our skills we’ve perfected over the years — all these magical things: color, space, shape, tension, harmony, typography, beauty, simplicity.

Then why do certain brands become great brands? Brands that: connect, resonate and spread like wildfire... It’s because we tapped into our ability to see. Not as ourselves, but as others. To see the minute details and trends others don’t see. Not just on the computer screen. Or in books. Or in galleries. But in — and through — the eyes, hearts and minds of people.

Geniuses have that special skill to look at the universe of people and translate that into the universe of visual and written communications, to transform those observations we each sense into something we can each tangibly see. And understandThat is the magic.

That is the spark. That is the genius... that gets each of us interested. And keeps us going. For something greater. For something previously impossible. For something nobody ever thought of before.

That is the magic of branding.

COLOR: Color plays an important role in?how your brand is perceived. Whether you’re a fashion brand trying to connect to a youthful audience or a medical supplies store trying to strengthen customer trust, you can study color meanings to help you better attract and?connect to your ideal customer. Color psychology can be used to help?build a strong, relatable brand. In this article, we’ll explain what color psychology is and educate you on the color meanings for the most popular colors used.?(Source?Oberlo)

SPACE: In?typography, letter-spacing, also referred to as tracking by typographers, refers to an optically consistent degree of increase (or sometimes decrease) of?space?between letters to affect visual density in a line or block of text. (Source?Wikipedia)

SHAPE: An assemblage of different shapes often comprises a graphic identity. At the same time, graphic identities form a single shape once assembled. A logo’s internal shapes largely define it, since other aspects such as color may change over time or in different contexts. Which shapes are selected and how their interplay unfolds can become memorable components of a graphic identity: Are they contained or freeform? Complex or simple? Thick or thin? Symmetrical or asymmetrical? Singular or multiple?

Many logos strive for a sense of balance or simplicity by employing a circle or square as their primary external shape. (Source?People Design)

TENSION: The?tension and release pattern in music?creates rhythm. In a mystery novel we call it suspense and resolution. In the visual arts, including design, it leads to things like hierarchy, focal points, and flow. Understanding how visual tension works and how to control it is an important tool for designers to master. (Source?Vanseo Design)

HARMONY: Brand Harmony. ... It's the idea that there is importance in ensuring that all products within a particular?brand?portfolio have a consistent name, visual identity and, ideally, positioning across a number of geographic or product/service markets (Source?Brand Harmony)

TYPOGRAPHY: Typography?plays a crucial role in the design of your?brand?identity.?Defined?as “the art or process of setting and arranging types” – the?typography?in your?logo?can be as impactful as a graphic. Great examples of?brands?that use?typography-based logos (logotypes) are FedEx, Google and Coca-Cola. (Source Turnaround Design)

BEAUTY: A?beauty logo?can say a lot about products, philosophy and values of the brand in the makeup and skincare industry. It can display history and prestige. It can emphasize a moral value or important characteristic. It can evoke a specific emotion. (Source?Design Rush)

SIMPLICITY: Brand simplicity?can be?defined?as being uncompounded. It can be the absence of pretense, the freedom from difficulty or hardship. It can be the lack of ornamentation or the quality of being natural or based on natural principles. Each one of these definitions holds the key to what today's consumer desires. (source?Stealing Share)

Script & Narration by David Brier.

Design and development by Michael Tamzil, Accelerate360 / The Brand Highway