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What is Brand Identity Design?

Your company’s brand identity includes all of the visual cues that help consumers distinguish your business from the billions of other businesses in the world. Most importantly, your brand identity helps distinguish you from your competitors.

What is the big deal you may ask. Why differentiate in the first place?

The noise to signal ration in the marketplace is skweing quite a lot. The noise levels are so high that brands find it extreamly hard to be seen and heard. Consumers are busy being bombarded with fake news, adverts by brands that can spend millions and click bait.

So how can a brand with limited branding resources be seen and heard? How can it make an impact on the audience? How can it build a loyal community and how can it then convert to sales and revenue?

You know the saying: “The journey of a thousand miles begins with a single step”.

That first step is the brand identity.

A brand identity is made up of a variety of visual cues including your:

  • Logo Design
  • Brand colors
  • Mascot
  • Tagline
  • Font
  • Culture/personality

This list isn’t inclusive – any visual representation of your company is part of your brand identity including using mascots in your branding. The above list simply includes the main elements of a company’s brand identity design. You can read more about each of these elements and more in an indepth guide on the importance of a brand identity system.

Your company’s identity should be consistent across all public facing documents, products and marketing campaigns.

To ensure consistency, many businesses create a Brand Identity Design Guidebook. The book often includes the official logo in a variety of approved sizes, the exact hex codes for brand colors, the official mascot in approved sizes and styles, the correct fonts to use in specific situations and the official way to use the company tagline (for example, how close it can be positioned to the logo, when it can and cannot be used and so forth).

best west

While these details may seem inconsequential, they are important for creating consistency among your brand. They also ensure that the quality of your brand identity remains high no matter who is working with the design elements.

You can see an example of Best Western’s Brand Identity Guidelines here.

Benefits of a Strong Brand Identity

Your business will reap a number of long-term benefits from a strong brand identity.

A brand identity makes your company memorable and easily recognized.  Your brand identity becomes ingrained in the minds of your customers. Eventually your brand identity elicits an emotional response from consumers that compels them to buy from you and not your competitors.

For example, seeing a red can of Coca-Cola will immediately bring to mind the bubbly taste of opening a new can and taking that first sip.  For some this memory alone will compel them to go grab a can of Coca-Cola.

A strong brand identity helps you build community. Consumers like to engage with brands that have positive brand identities established through good design principles. And this is exactly what we at SpellBrand offer with our brand identity service.

The Coca-Cola brand, which has been around for a very long time, has established a strong brand identity. Their customers love the Coca-Cola brand and will go to bat for it when asked Coke vs. Pepsi. They will wear shirts bearing the red Coca-Cola color and millions of them engage on the Coca-Cola Facebook page.

coca cola

Additionally, a well-designed brand identity can add creditability to your company. People like to do business with companies that look professional and credibile.

If you are planning on spending any money on influencer marketing (and you should be if you are serious about gaining any kind of brand recognition), then your brand identity should be in top shape. Influencers would hesitate to respresent and tout a brand that looks bad. This would have a knock-on effect on their own brand.

The same goes for working with brand ambassadors. Invest in getting a strong brand identity so that your brand ambassadors would feel proud to be associated with your brand. This goes for your consumers too who can potentially become your brand ambassadors.

In fact, it has been proven time and again that people, consumers and brands tend to associate with brands that look good, strong and consistent.

Benefits of a Brand Identity Designer

Having an amateur brand identity – or worse not having one at all – is like walking into the most important business meeting of your life dressed in a bathing suit. No one will take you seriously. And even if you have something good to say, you’ve hurt your credibility so badly with your first impression, no one is going to give you the chance to speak.

For example, which of these two companies would you prefer to do business with just by looking at the design of their site:

Site A

site a

Site B

site b

While both may be incredibly good architectural design companies, based on first-impressions I would lend more credibility to the people behind Site B.

There are some design elements in Site B that could be updated to make their brand identity stronger; however, you should clearly be able to see through this example how good design can make a difference in consumers choosing one business over another.

This is exactly why hiring an experienced brand identity designer is so important. It’s an investment in the future of your business and will generate a strong ROI over the lifetime of your company.

A professional brand identity designer will help you create your logo design, website, marketing collateral, business cards and all other communication material so that you have a high-quality and consistent design to lend your business extra credibility.

A brand identity designer would spend quality time discovery your market segment, your target audience, your buyer personas, your brand essense and then create an identity that would create the right impact. They would not go rushing into creating designs just for the sake of how they look. They would go through an intense design process that will give you an identity that will stand the test of time.

A professional designer can also ensure that your design is original and does not infringe on any trademarks out there. This is very important and is an issue that crops when a brand decides to find the cheapest designer out there or go to crowd-sourcing websites. This is not something a serious brand owner would cheap out on.

Good Brand Identity Design Example

To help you further visualize the benefits of good brand identity design, I present to you select elements of SEOmoz’s brand identity.


On the website you can see a few elements of SEOmoz’s brand identity including the official logo, Roger the Robot (their mascot) and the brand colors (blue/light yellow) being used throughout.

You’ll notice these same elements can be found on their other brand assets.


moz website


On SEOmoz’s official Twitter profile you can see Roger their mascot and their official logo prominently displayed.


moz twitter


On Facebook again you can see Roger displayed as well as the same type of design being used that was used on the Twitter page. All of this creates brand consistency.


moz facebook

Business Cards:

Here you can see one set of SEOmoz business cards which again follow brand guidelines. It matches up well with the type of design seen on their Facebook page and also prominently displays their mascot, Roger.

seomoz business card

Conference Signage:

And the final example of good SEOmoz brand identity design can be seen in their conference signage. You can see the sign is made with the official SEOmoz logo including the exact colors that the logo must always be.

seomoz conference

These are just a few examples of good brand identity design from SEOmoz. I’m sure if we were looking at their corporate stationary, official PowerPoint deck or other collateral, you would see the same identifying elements throughout.

A great brand identity designer will help your business create this type of consistency for your business.

Here at SpellBrand we happen to be experienced, professional brand identity designers. Contact us today and request a free quote to find out if we are the right company for you.

Mash Bonigala

Mash B. is the Founder & CEO of SpellBrand. Since 1998, Mash has helped conscious brands differentiate themselves and AWAKEN through Brand Strategy and Brand Identity Design. Schedule a Brand Strategy Video Call with Mash.