You are referring to designing a logo, right?
Brand design is often simplified in people's minds as just "designing a logo," but it encompasses much more than that. Starting from the essence of a brand, brand design includes various elements and can bring significant benefits.
The concept of a brand originated hundreds of years ago in Europe, where the word "BRAND" originally meant "a mark" or "a stamp." Families would use their unique symbols or marks on their products, representing pride, market differentiation, and quality assurance. This was the initial concept of branding.
In the early 20th century, the "Bauhaus" design movement emerged in Germany to address design challenges brought by mass production. After World War II, the influence of this design thinking continued to expand. With the rapid development and innovation of international trade and commerce, the concept of "brand design" started to take shape. Companies and products began to focus on shaping their brand images to stand out in the competitive market. Over time, the scope of "brand design" has expanded into a vast area that requires professional management. It includes aspects such as visual identity, reputation building, market positioning, product design, and marketing. Professionals in design and marketing work together to cater to the evolving commercial demands in different regions and markets.
"Intangible" X "Tangible"
Brand design is not just about the visible products or visual elements that shape a company's image; it is equally important to consider the "intangible design," which includes the company's spirit, cultural values, and philosophy. These intangible aspects are then translated into "tangible design," which includes visual identity, digital experiences, copywriting, packaging, display, and space design. The purpose of brand design is to establish consumer recognition, leaving a lasting impression, and clearly communicating the brand's positioning, leading to consumer identification and preference.
Brand design is a continuous process that starts with integrating the company's "intangible assets" and transforming them into "tangible design." It requires a systematic planning approach from the core values of the company to ensure that the design remains consistent and unaffected by personnel changes or designer replacements.
However, common issues in brand design include neglecting the preferences of the target audience, overly scattered and inconsistent design execution, failure to adequately convey brand philosophy and product appeals, and a lack of market differentiation and memorable elements. Therefore, managing brand design projects becomes crucial, necessitating professionals with expertise and strategic thinking skills to control the overall brand communication plan.
Brand design guidelines are also essential elements in brand design, serving as tools to give brands consistency and flexibility. They are not just resources for designers; everyone in the company should understand and apply the brand image. Guidelines help designers determine the correct use of fonts, colors, and proportions, while allowing everyone in the organization to represent the brand effectively.
In conclusion, brand design is a comprehensive system that encompasses both intangible and tangible design elements. Its purpose is to establish consumer recognition and leave a lasting impression in a fiercely competitive business market. Brand design guidelines are crucial tools to ensure consistency and flexibility, enabling everyone to represent the brand effectively.
