How brand identity works
Integrated brand identify both help reputation and consumer awareness. I was tasked with conceptualising a strong brand identity for a new Russian hedge fund. This involves developing routes that generated the tone, style and flavor of the brand across a 2D and 3D environment. This includes, but is not limited to;
- color
- type
- photography/imagery
- logos
- design grid
- Signage
Here is how I did it;
Concept 1 – New Dawn – A new today
Aspirational. That’s all it is. Clients are looking to dream, and at a product discovery level this is your job, as a creative to deliver that dream. So, here I delivered a fresh concept concentrating on the business concept of a new start, symbolising both the birth of a new identity and the potential fresh satrt of new ‘start-up’ customers.
Logo type and logo mark
Outdoor campaign
Merchandising collateral
Stationery suite
Concept 2 – Money is here
Employing a mechanism that symbolised the collective is a popular brand identity technique. Both companies and individuals want to be re-assured that they either have there team of their financial institution backing them. The clever designer should also include a graphic device that also contrasts this, as unique-mess and individualism is also important to both large businesses and SMEs.
Logo type and logo mark
Directional wayfinding
Merchandising collateral
Outdoor campaign
Concept 3 – I wish
Dreamlike concepts that play on hopes of what could be are always useful graphic motives when building a potential brand ID.
Stationery suite
Outdoor campaign
Exterior signage
Promotional material
The ABC approach
When designing essentially without a brief, what I call the ‘pure design’ phase, an intelligent designer should deliver three contrasting concepts. Clearly, it’s the designer job to deliver the client’s requirements, but it’s also their job to push the boundaries. So my tip of the day is, when presenting deliver and push then crescendo on your personal favourite and see which is the eventual favoured route – you’ll be surprised!
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