Field Guide — 1.2 Brand Design

Field Guide: Brand Identity
Written By Maya Normandi

Table Of Contents

Introduction Pt. I: Color Pt. II: Typography Pt. III: Brand Elements Pt. IV: Application Summary + Resource List

Introduction

I am a “self-learned” designer and developer. Google, YouTube, and a handful of designer-offered templates and courses are responsible for the foundation of my graphic education. Stubborn curiosity and the gift of an unconventional perspective nurtured over eight years of design work have allowed me the privilege to explore, discern, and define my own framework for brand building.

The following field guide is based from my current philosophy and process, but it will surely evolve over time. Take what resonates with you, leave the rest, and feel free to engage in conscious questioning, critique, and conversation! Here is how I structure the elements of a brand identity:

 
 

Part I: Color

Your color palette communicates the emotions that your visual identity carries. Pull from your mood board, your brand words, and your intuition. Follow the Guiding Questions as well as the Tips + Tricks to develop your color palette. Best practice is to include a balance of primary + secondary colors, tertiary accents (often brighter pops, to grab attention!) as well as neutral options to bring balance into your work.

 

Tips + Tricks

  • Build around 1-2 primary colors

  • Play with color harmonies (Fig. 2.1-.4)

  • 60, 30, 10 rule (Fig. 3.1)

  • Ensure visual accessibility

  • Play w/ colors in real design contexts to test their strengths!

 
 
 

Color Theory

Guiding Questions

  • What colors align with, or feel like, your Brand Words?

  • What colors communicate, or feel like, your Brand Values?

  • Are your choices complementary, creating visual contrast?

 

Resources

 

Part II: Typography

Typography not only communicates your brand’s personality but similar to colors, can elicit specific emotions. By pairing together different typefaces, we can change the energy that your visual identity carries.

 

Tips + Tricks

Font Pairing

  • Begin with your Header font, and build around it

  • Use fonts that complement and contrast (ie. serifs and san-serifs)

  • Play w/ fonts in real design contexts to test compatibility

Size + Spacing

  • Visual hierarchy: play with size (2x size factor) and weight to distinguish header vs. body

  • Ensure visual accessibility (min. size 16px, 150% line-height)

Layout + Alignment

  • Use negative space to pave a visual path

  • Stay consistent with alignment (left, right, center, justified)

 
 
 

Type Strategy

 

Guiding Questions

  • What fonts align with, or feel like, your Brand Words?

  • What fonts communicate, or feel like, your Brand Values?

  • Are your choices complementary, creating visual contrast?

 

Resources

 

Part III: Brand Elements (Logos)

Brand elements account for the primary logos, marks, and graphics that often act as the most deliberate representation of your brand identity. Every identity’s elemental makeup will be different, but they will typically include a basis of a primary logo, a word mark, and a brand mark.

 

Tips + Tricks

  • Build with inspiration, but from your “why” (see Vol. I, Part I)

  • Play, play, play! The best results are often unintended

  • Start w/ pencil and paper

  • Create only enough elements for your clients’ needs (don’t overdo it) to ensure comprehension, recognition and correct application

 
 

Element Overview

 

Guiding Questions

  • Where will my branding be used? What contexts (aka size, legibility, directional presentation) will it need to fit in?

  • Do your concepts align with, or feel like, your Brand Words?

  • Are you building from your why or are you copying?

 

Resources

  • Coming Soon

 

Part IV: Brand Application

A creative visual identity extends beyond just color, typography, and logo graphics. Every element of it’s expression carries the responsibility to weave your brand story, including media (photography, videography, merch), copywriting (copy text, voice, tone), environment (setting, interior, music), etc. in addition to design application.

It’s important to consider the different ways in which your client’s brand, or your business, interacts with the world, and to hold them aligned to your leading guidepost of the purpose, the identity, the values and community that define your brand.

Trust is gained through honesty and consistency, and honesty comes from clarity of truth. If you haven’t yet, refer to Vol. I: Brand Strategy.

 
 

Application Overview

 

Guiding Questions

  • In what ways does my brand interact with the world? (In person? Online? Temporarily? Continuously? With a physical product? Through specific senses?)

  • What touchpoints are associated with these interactions? (Physical space? Website? Emails? Packaging?)

  • What languages does my brand use to connect with my community? (Design, photography, videography, social media, scent, sound, texture, emotion, information…?)

 

Resources

  • Vol I: Brand Strategy, Coming Soon

  • Stock Imagery Database, Coming Soon

  • Creative Professional Directory, Coming Soon

 

Summary + Resource List

Each of the above elements work together to use the language of design to translate your truth, your purpose, through art in a way that will impact your community on a subconscious, emotional level. The aesthetic elements of a brand can be incredibly impactful, but require the focused foundation of a brand strategy for a meaningful, lasting and impactful impact. Consider the summarized guided questions below, the resource list, and recommended reading.

If you’d like to stay in touch, join the newsletter; if you’d like to collaborate, please reach out!

 
Maya Normandi

Elemental brands, websites & creative assets for businesses driven by purpose.

https://mayavioletdesign.com
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