Branding, or brand identity design, and web design are one of the most difficult fields in graphic design. This is because the designers have to integrate all the knowledge and strategies from the other specialties in order for it to work correctly.
For example, to design a website they have to organize text and images just as in editorial design, or a branding designer sometimes has to make a marketing campaign. They sometimes may need to mix these two areas, first creating a brand, and then a website for that brand.
These two areas are also the most common choice for graphic designers to specialize in and are even the ones with the best pay. Sometimes the students or amateur designers don’t know the details of these areas, and here we’re going to try to clarify them.
First of all, there’s a thing that should be defined, and that is the word brand. It isn’t more than a symbol, and that symbol should be a visual representation of the most important values and ideas of the company.
It’s the most representative icon of the corporation, its products, services, and actions.
Branding is more than just designing a logo, even when this is one of the most important things. The designers also have to find the way to express the philosophy, values, and emotions of the enterprise.
It’s the way for a company to connect with the audience. The main goal is to build a strong and attractive company for the proper consumer.
A logo uses images, texts or both with the purpose of identifying a brand properly, and make it more relevant and attractive to the public than its competitors. There are many different types of logos; these are the most common:
- Isotype: it uses only forms to represent the entire brand. It could be iconic, meaning that everyone knows it, like McDonald’s, or it can even not represent the brand’s products, like Apple.
- Logotype: it’s the graphic representation of the company’s name; it only uses words and typography, the use of another graphic element it’s just for secondary decoration. It’s used by companies such as Coca-Cola, Google, Zara and many others.
There is a mix between these two, where the symbol and the name can work separately in perfect harmony by complementing each other. This is used by brands like National Geographic, Heineken, and Burger King.
It’s the designer’s job to find which type of logo fits perfectly in with the brand and create one that results legible, representative, unique, unforgettable and possible to work within different scales.
Aspects Of Brand Identity Design
Designing a logo is actually the first step; there are other three aspects of the company that needs to be created.
The first one is brand culture and values, and for that, the designer must investigate a lot about the client. They need to make sure to catch its ideals and philosophy.
The second one is the position in the market. Here the specialist needs to think about where the brand will fit in and make sure it can be available for the right customer. Also, they have to study the competitors and even create a marketing campaign.
The last one is the visual components of the brand. In this final step, the designer has to devise stickers, uniforms, mascots and everything that makes it easy for the clients to remember the company.
The designer needs to make sure to use the logo designed previously correctly. They also have to use a specific color palette that transmits the correct message in order to make everything more visually attractive.
It’s a good idea for the designer to give the owner a brand identity instructive. This specifies all the palpable aspects like the logo, typography, colors.
It also includes the impalpable ones such as the ideals, philosophy, and values. Basically, it has to explain all the work done before and its meaning.
It’s the design, planning, implementation, and even maintenance of a website. And it goes beyond a design properly said; it’s very related to programming.
The design of a website is regulated by W3C (World Wide Web Consortium) that establishes recommendations and standards for it.
For creating a website, the designer should know about writing plain texts in HTML (Hypertext Markup Language) or another programing language.
A plain text it’s a computer file that just has text and it can be interpreted by a computer. That text has no typography, it’s kind of like a sketch without the commands.
There are other ways to create a website, such as using word processors like WYSIWYM which means “What You See Is What You Mean” or WYSIWYG (What You See Is What You Get).
With these programs, the designer can write a document while visualizing the final result.
It has three phases: the first one is the visual design of the web site’s components. It’s when the designer organizes the text, images, links to other pages and other multimedia files.
The second one consists of structuring and classifying all the pages of the website by using HTML. This means relating a specific page on the website with the other pages of it, and even other websites.
Finally, the last one seeks to put the website on the firsts places of the searchers by using SEO (Search Engine Optimization) techniques.
Branding And Web Design
When a brand is fully created, and the identity of the company is established, the owner may need to make a website. In that case, the designer can’t forget the basic purposes of the company, the website has to transmit the same message that the brand does.
For that it has to use the same color palette, the ideal typography an many other elements to make it more captivating for the users.
Experts say that the web design is more important than the content of it. The most common fails that keep the users from visiting the page again are:
- Complicated designs.
- Too many and huge ads.
- Too little color and small letters.
So basically, the web page has to be simple, colorful, and easy to read. The web design affects all the areas of the company, especially SEO. But not everything is the designer’s job, the content is also very important. It has to be fresh, new, clear and objective.
Many people talk about branding, forgetting the web design as part of the brand identity.
This affects the company’s image and can make the customer feel insecure and even mistrust of the product. So, if it isn’t done properly, it could damage and practically destroy all the work that has been done.
Branding and web design almost always work side by side, and one depends on the other.
For example, the first one has to be made correctly in order for the website to fulfill its objectives. And the website has to be ideal and specific for each company, and enjoyable for the customers, to ensure the success of the brand.
The designer has to make sure that they fit each other in but always remembering to transmit the values, message, and purpose of the brand correctly.