How Graphic Designers Build
Brand Consistency

12/04/2023



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As a graphic design brand building is a crucial part of your job. You’re responsible for creating visual designs that communicate a brand’s personality, values, and message. But how do you ensure that these designs are consistent across all platforms and touchpoints? In this blog post, we’ll explore the key elements that go into building brand consistency and how graphic designers can achieve these brand goals.

What is brand consistency?

Brand consistency is the practice of creating and maintaining a unified message and visual identity across all touchpoints, from the company’s website and social media profiles to product packaging and business cards. It’s about ensuring that customers have a seamless experience with the brand, regardless of how and where they interact with it. A great example being Apple’s ecosystem between their main operating system providing a connection with things like the Iphone and Ipad, not to mention the consistent visual aesthetic throughout their deliverables.

a macbook, bluetooth mac keyboard, ipad and imac all organized on a desk, showing off the consistency Apple has achieved in their brand.

An additional asset to brand consistency is it’s huge role in production due to the ability to save time when creating further design assets or a business card, under one roof.

Why is brand consistency important?

A strong brand identity is essential for building brand recognition and customer loyalty. By creating consistent designs and messaging, you establish trust with your customers and make it easier for them to recognize and remember your brand. Brand consistency can also help differentiate your brand from competitors, especially in crowded markets.

  1. Understand the brand identity

Before you can create consistent designs, you need to understand the brand’s identity. This includes its values, mission statement, target audience, and overall personality. Once you have a clear understanding of the brand, you can begin to create visual designs that align with its very own brand voice.

  1. Create brand guidelines

A brand style guide is a document that outlines the brand’s visual identity, including its brand colors palette, typography, and design elements. It serves as a reference for all designers, ensuring that all visual designs are consistent and align with the brand’s identity.

As a graphic designer, you may be responsible to build the brand guide or working with the marketing team to ensure it accurately represents the brand identity.

  1. Use a consistent color palette
  2. A Color Circle is a very useful tool for consideration of colors to be used in a brands color palette

Color plays a significant role in brand recognition, so it’s essential to use a consistent color palette across all designs. The brand’s style guide should include the brand’s primary and secondary colors, as well as guidelines for how and when to use them.

  1. Incorporate the brand’s personality into the design

The brand’s personality should be reflected in all visual designs. For example, a playful brand may use bright colors and bold typography, while a more professional brand identity may use more muted tones and traditional fonts. By incorporating the brand’s personality into the design, you create a consistent experience for the customer.

  1. Use consistent typography

Throughout history, similar looking type has served as an identifying factor for entities expressing themselves and conducting business

Typography is another crucial element of brand consistency and brand personality. The brand style guide should include guidelines for font selection, sizing, and usage. By using consistent typography across all designs, you ensure that the brand’s message is easily readable and recognizable.

  1. Create a consistent logo design
An arrangement of identifying marks for various online companies including: LinkedIn, Facebook, Twitter, Instagram

The company logo is often the most recognizable element of a brand’s visual identity. As a designer, you may be responsible for creating or updating the logo design. The logo should be simple, easily recognizable, and scalable across all platforms and touchpoints.

  1. Use other visual elements consistently

In addition to color, typography, and logo design, there may be other visual elements that are unique to the brand’s identity. For example, a company may use a specific pattern or graphic element in its designs. It’s important to use these elements consistently across all designs to maintain brand consistency and corporate identity.

  1. Develop a brand strategy

A brand strategy outlines how the brand will communicate its message and values to its target audience through the use of the visual brand identity & brand story. As even a freelance graphic designer, you may be involved in developing the brand strategy or ensuring that all visual designs align with it.

  1. Conduct a competitive analysis

A competitive analysis can help identify how other brands in the market are positioning themselves and what visual designs they’re using. This can help in understanding the competition’s branding strategy and creating a unique brand identity through brand color and assorted elements.

In conclusion, building brand image consistency is a crucial aspect of creating a successful brand identity. By establishing a strong brand identity design, creating a brand style guide, designing a memorable company logo, defining the brand’s target audience, developing brand identity designs for online businesses, creating a strong brand logo, using a consistent visual element, developing a brand strategy, incorporating tangible elements in branding, and conducting competitive analysis, graphic designers can ensure a consistent brand identity across all platforms. A successful brand identity design will help businesses stand out in a crowded market, create a strong customer base, and achieve long-term success.

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