In order to create an effective brand design for your business, a professional branding agency would start off with one simple question – what do you do?

The products or services you supply will help us form a suitable brand identity. For example, do you sell holistic produce or do you replace windows?

If you sell a range of holistic produce such as flax seed and health supplements then this would connote earthy colour tones. Using greens and blues and down-to-earth fonts, such as the Lemon Grass Script by Mellow Lab Design, would be effective to adopt for your brand identity. Holland and Barrett would be a good example of this or please refer to our work for Leaf & Seed.

Contrastingly, if you replace windows as a business then one would expect the adoption of a more straight-forward, no-nonsense brand identity. You’d want to use more bold and brash fonts and colour tones, such as Sans Serif typefaces with primary colours. Take our work for Direct Construction Midlands Ltd as an example of this kind of brand design.

A more subtle and nuanced example would be the contrast between our design work for Pet-First, a company dedicated to chartered loss adjustment regarding the UK populace’s beloved pets and our work for Sandpits Farm Kennels and Cattery. On the face of things, you might be fooled into thinking that as they both serve the same market that they should hold the same core values. Both essentially deal with the care of pets and have the exact same target market – UK pet-owners with disposable income.

They need to appeal to the exact same people however they both provide very different services – one financial and one caring. Would you expect your banker to make a good babysitter for your children? Would you entrust their Primary school teacher to give you financial advice? They cater to two very different needs and their branding needs to reflect this.

Compare how the 2 logos serve a different purpose. Both logos feature the text of their respected brand names and the service they provide. Both feature an image of a cat and a dog. However, they both invoke very different feelings in the viewer.

The sincere, committed outline of Pet-First’s cat and dog imagery implies an air of trust and maturity. This is combined with the usage of Serif font clad in a purple and blue colour palette to help emphasise the company’s dedication to empathy, expertise and experience.

Conversely, the cute, cartoon-like design of the Sandpits Farm Kennels and Cattery logo lures the viewer in unassumingly – conjuring a non intimidating, modest feeling of love, comfort and care.

As we’ve learnt, the products and services you provide need to seriously be taken into account when branding yourselves. It’s not always as straightforward as you might believe to create an effective brand identity, you need to know what your service or product is and understand the target audience of these.

At Core Design Communication, we have over 20 years of experience in doing so.

If you are start up buisness or an established business we are ready and waiting for your brand design project.