Nicola Black Design https://nicolablack.com/ Visual Brand Identity: Strategy & Design Tue, 28 Apr 2026 14:17:04 +0000 en-US hourly 1 https://wordpress.org/?v=6.7.5 A Door Without a Frame Falls Flat. How Messaging and Strategy are Critical to Successful Logo Design. https://nicolablack.com/a-door-without-a-frame-falls-flat-how-messaging-and-strategy-are-critical-to-successful-logo-design/ Mon, 09 Mar 2026 14:29:26 +0000 https://nicolablack.com/?p=9314 The post A Door Without a Frame Falls Flat. How Messaging and Strategy are Critical to Successful Logo Design. appeared first on Nicola Black Design.

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Bob’s ready to build his dream house. He can’t wait to dig in. So, he’s decided his first step will be to buy a beautiful door. 

Hang on, Bob… that’s a strange place to start, isn’t it? 

This is what it’s like to design a logo before having your brand messaging and design strategy set. Sure, Bob could go out and find a gorgeous door for inspiration, but buying it before having the blueprints drawn up for the home’s structure is premature and useless.

While it’s obvious there are a multitude of steps that come before choosing a door when building a house, the comparison may not seem apparent when it comes to designing a logo. But let me tell you, dear reader… lone doors are like lone logos. They fall flat. Let’s get into it.

The majority of my project inquiries go like this one from Leah. She reached out and asked: “I need a logo. Can you design it for me?” 

Technically, yes. I could create a logo… but what Leah’s actually asking me to do is begin at one of the last steps in the process. It’s not everyday she launches a new business or product that needs outfitted before it goes out into the world, so how would she know? That’s my job as a designer and strategist – to help guide Leah through the process. 

My initial response usually looks something like this:

“Absolutely! But first, a couple of questions: 

  1. Do you have your brand messaging set? Think, mission, vision, positioning, brand personality, voice, and tone, etc. 
  2. How about your visual design strategy?
  3. Do you have the other base elements of your brand identity solidified? Think brand colors and supporting brand fonts for example?” 

At this point, I’m prepared for the response I receive 99% of the time: 

“No, but I think all I need right now is a logo.” 

It’s an easy trap to fall into, but Leah’s put buying and installing the door ahead of building the house. 

Think of the logo as the door. Without the foundational structure to hold the door in place, Leah will be left carrying around an awkward plank of wood (or other material she’s arbitrarily landed on). Waving it around hoping that people will want to come to her house. That, and after waving it around with poor results, the door ends up collecting dust in storage. That’s wasted money and time only to have to reassess and start over. 

The door is what guests see first when visiting your home. It helps form their initial impression and gives a small taste of what’s inside. The exterior of the house, the color of the door, its hardware and decorative embellishments – These elements all help set the tone of the experience BEFORE anyone crosses the threshold. 

Putting a front door onto your home is a final touch – a stage of the process everyone would like to be at. To be able to warmly welcome visitors is part of the goal. But a door on its own falls over as soon as someone knocks. That’s not gonna be good for anyone! It needs a foundation and supporting structure to exist in space.

Design execution of logo assets, which is one small part of your brand identity, comes AFTER the critical foundational work that’s done to inform that design. 

To jump straight to the design of a logo, without the information and data to inform its style, colors, textures, etc. leaves you with art that won’t do much to properly support or convey messaging for your business or product. 

Save your strength, time, and money. Put the door down. You’ll thank yourself, later, for taking the time to intentionally create the space you want your guests to experience. A space designed to fit theirs and your needs, display some of your personality, and be one that your friends and family will want to visit. At minimum, you’ll want it to be sturdy, safe, interesting, comfortable, and inviting.

So, to get this right, we’ll need a land survey first. Then, we’ll drawn up some blueprints. Next, we’ll pour the foundation and build out the structural bones. THEN, we can begin thinking about the interior/exterior design and embellishments. ALL of these parts are in conversation with one another. The more we bring them together to work cohesively, the better the whole feels. 

Rather than purchasing a door whose likely fate is storage with an expired return date, or designing a random logo that doesn’t speak to your business’s messaging or goals, let’s set ourselves up for success with a solid order of operations that makes sense instead. 

Here’s a general rundown of what that process looks like and how it aligns with designing visual brand identities:

Ready to explore building a visual brand identity for your business or product and want to start on the right foot the first time around? Let’s chat. Avoid the overwhelm with my guidance and schedule a free 30-minute call to get the conversation started. 

My process is one I’ve developed, over the past 20+ years, to help make my client’s experiences easy and enjoyable. But don’t take my word for it! Hear what they say about working with me here.

So reach out! Lean on me to guide you through the process. I’ve got you! 

How are you feeling about your logo and brand identity?

Not sure if what you’ve developed is working for your business? Interested in a professional opinion to see if and where you can improve? Try one of our Light Brand Identity Audit packages!

By booking an audit, you’ll get
  • An understanding of whether or not your messaging is aligned with your current visuals
  • Insight on how you can improve your design assets to better convey your brand messaging
  • Suggested ways design elements can be used to engage your target audience
  • Tips on how to adapt visuals to improve brand recognition
A PDF Report Outlining:
  • What’s done well
  • What needs work/pain points
  • Areas of opportunity for better visual execution
  • Our recommendations
  • Suggested Next Steps
PLUS: A bonus credit:

A credit in the amount of your chosen package to apply to one of our custom Visual Brand Identity Strategy and Design packages.

Book a Light Audit today!

Have another project you’d like to discuss? Book a complimentary 30-minute consultation where we can learn more and get to know you and your business. Have questions or want to send a message? Contact us here.

Or read “Logo To Go: A DIY Visual Brand Identity Assistant”

Logo To Go book cover design mockupI wrote Logo To Go to serve as an in-between for small business owners who aren’t quite ready to invest in a professionally designed brand identity – think of it as the missing link between choosing to DIY and hiring a professional. It’s specifically written for small business owners, who are not designers and don’t have any knowledge of what actually goes into creating a full brand identity.

Jumping straight to DIY can be dangerous without some idea of the process or the insight a professional would bring to the project. That’s why I created Logo To Go – so small business owners could come away with some peace of mind feeling a bit more informed and confident that what they’re creating is more strategic and well-designed than if they go it alone. Read more about Logo To Go and download the first chapter FREE.

Enjoyed what you’ve read?

Sign up for our newsletter for helpful tips and tricks you can apply to your brand visuals!

Article and Graphics © 2026, Nicola Black Design, LLC  • All rights reserved. Written permission is required before use. 

The post A Door Without a Frame Falls Flat. How Messaging and Strategy are Critical to Successful Logo Design. appeared first on Nicola Black Design.

]]> Brand Color Considerations – Color Theory, Harmony, Temperature, and Association https://nicolablack.com/brand-color-considerations-color-theory-harmony-temperature-and-association/ Mon, 01 Aug 2022 18:19:25 +0000 https://nicolablack.com/?p=8633 The post Brand Color Considerations – Color Theory, Harmony, Temperature, and Association appeared first on Nicola Black Design.

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This is part two of a series on Color. See part one here.

In part one of this series, I discussed the important role color plays in your branding. In it, I touched on brand recognition, color psychology, how we are influenced by color functionally and emotionally, and where and how color is used in your branding. 

In part two, below, I’m covering color theory, harmony, temperature, and general color association.

Graphics © 2022, Nicola Black Design, LLC  • All rights reserved. Written permission is required before use. 

Color Theory – A light breakdown:

When designing brand identities, I always work with limited palettes. There are a few functional reasons for this, but my main goal is to create a sense of balance and cohesion. Considering the information from my initial research and data, I am able to begin the task of choosing colors or a set of colors to test with the audience. 

With that information in hand, I’m ready to explore color combinations. First up, let’s look at the color wheel. Please note, for the purposes of this article, I am referring to the traditional color theory (RYB) used in traditional painting and mixing.


In the color wheel, you’ll notice primary, secondary, and tertiary colors marked by “P,” “S,” and “T.”: 

Primary:

  • red
  • yellow
  • blue

Secondary:

  • orange
  • green
  • purple

Tertiary: 

  • red-orange
  • yellow-orange
  • red-purple
  • blue-purple
  • blue-green
  • yellow-green 

 

But which combinations work? Which should you use and why? Color harmony and how colors work together cohesively is what we’ll explore next.

Color Harmony Formulas:

Let’s take a look at color harmony formulas for inspiration around combinations that work well together well. 

 


Analogous colors are a group of colors next to each other on the color wheel.

  • Ex: orange, yellow-orange, yellow

 


Complementary colors are exact opposites on the color wheel.

  • Ex: blue-green, red-orange

 


Monochromatic colors are variations of one color by adding white, gray, or black.

  • Ex: red, pink (or red w/white), maroon (or red w/black)

 


Choose a color on the wheel. Now choose the two colors on either side of its complement for a split-complementary scheme.

  • Ex: red-purple, yellow, green

 


A triadic color scheme includes three colors on the color wheel that are situated 120 degrees apart from one another (equilateral triangle).

  • Ex: red-orange, yellow-green, blue-purple

 


A square color scheme is similar to the concept of triadic, but uses four colors situated 90 degrees from one another (a square). 

  • Ex: red, yellow-orange, green, blue-purple

 


A rectangle color scheme uses 4 colors arranged into two complementary pairs (using the points of a rectangle on the color wheel). 

  • Ex: red-purple, red-orange, yellow-green, blue-green

 

Play with some of these combinations and see what you uncover. Coming up with color combinations for any project you’re working on, including coming up with brand colors (or to hold onto for use down the line), can be a lot of fun. Take your time and choose a few combinations, using the formulas above, that feel good. 

Another idea is to simply look outside. Nature gives us incredible, naturally occurring combinations that are appealing to the eye. If it aligns with your research and data, take a photo and pull some colors directly from it to play with. A fun exercise in exploring options!

Color Temperature:

Color Temperature plays a role as well. Does it make sense for your branding to use warm, cool, or neutral colors? 

Have a look at our color wheel. Generally, one side of the wheel is “warm.” The other side is “cool.”

If you’ve read part one of this series, you know how color can evoke certain feelings in the viewer. With that, warm colors are associated with heat, energy, urgency, and intensity. Cool colors, on the other hand, are calmer. For example, they are associated with relaxation, tranquility, wisdom, and understanding. Neutral colors are muted shades created by mixing complementary colors. They are a balance of warm and cool colors. They are associated with nature, groundedness, and comfort.

 

 

 

 

 

 

Tint, Shade, and Tone:

You’ll notice that when you look at our color wheel above that the colors are incredibly vibrant. But what about all the other colors on the spectrum that are a bit lighter, darker, or muted?

Tint, shade, and tone have a lot to do with variations available and are wonderful ways for you to explore color in your branding. 

A basic definition of these terms is as follows:

Tint:

Lightening a color by adding white.

Shade:

Darkening a color by adding black. This can also be accomplished by adding its complementary color. 

Tone:

Adding grey (or tinting and shading) to a color to mute.

In summary, the colors you choose should be functional, intentional, and informed by the data collected in your brand strategy research (read more about why strategy is so important to your brand identity here). They should help to convey your messaging, speak to your audience, and be used throughout your collateral to create a sense of cohesion. 

  • Functionality: Are they harmonious – do they work together? Do they have good contrast? Do they work in all environments and backgrounds (light, dark, mid-tone)? Do they make sense?
  • Intentionality: Is there an understanding of what each color evokes from your audience? Do your colors make sense for your industry and the audience you’re trying to reach?
  • Informed choices: Is your color strategy backed up by real data? Does it match your Brand Personality? Have you tested with a focus group? Have you invested in the necessary time for research?

Color Associations:

The following list of color associations can influence your audience, but shouldn’t be chosen based on emotional response alone. This is a general list and can be expanded. Your overall company strategy and messaging will also influence brand color options. 

Another key consideration is your customer. Who are they? What colors speak to them AND mesh well with your strategy and messaging? 

Red

Energy, bold, power, action, confidence, determination, caution, anger, desire, love, passion, hot

Yellow

Happy, fun, young, bright, cheerful, intellect

Orange

Warm, autumn, joy, sunshine, enthusiasm, creativity, success, encouragement

Blue

Authentic, compassionate, spiritual, stability, professional, safety, dependable, trustworthy, smart, peaceful, sincere

Green

Nature, calm, growth, money, freshness

Purple

Wealth, mystical, decadent, royal, power, luxury, ambition, dignity, independence, magic

Brown

Rustic, practical, vintage, earthy, dependable, resilience, mature

Black

Sophistication, night, death, contemporary, mystery, formality, strength, authority, elegant, prestigious

White

Pure, peace, truth, cleanliness, goodness

Grey

Subtle, sophisticated, neutral, balance

There’s a lot to think about when making these decisions and it is a process. It’s also only one part of designing a well-thought-out and successful Visual Brand Identity. You’ll want information on what to think about when choosing brand fonts. It’s also a good idea to learn more about the features of a well-designed logo. And don’t forget about your all-important foundation, all of the research, data, and messaging you’ll work on to inform your strategically designed visual brand identity. 

If all of this sounds overwhelming and you’d like help, I’m happy to explore with you. Set up a complimentary 30-minute consultation to start the conversation today! Or download “Logo To Go: A DIY Visual Brand Identity Assistant.” It’ll guide you through the process with more confidence than going it alone.

How are you feeling about your brand colors?

Now that you’ve read this article, how are you feeling about your brand colors? Not sure if what you’ve developed is working for your business? Interested in a professional opinion to see if and where you can improve? Try one of our Light Brand Identity Audit packages!

By booking an audit, you’ll get
  • An understanding of whether or not your messaging is aligned with your current visuals
  • Insight on how you can improve your design assets to better convey your brand messaging
  • Suggested ways design elements can be used to engage your target audience
  • Tips on how to adapt visuals to improve brand recognition
A PDF Report Outlining:
  • What’s done well
  • What needs work/pain points
  • Areas of opportunity for better visual execution
  • Our recommendations
  • Suggested Next Steps
PLUS: A bonus credit:

A credit in the amount of your chosen package to apply to one of our custom Visual Brand Identity Strategy and Design packages.

Book a Light Audit today!

Have another project you’d like to discuss? Book a complimentary 30-minute consultation where we can learn more and get to know you and your business. Have questions or want to send a message? Contact us here.

Or read “Logo To Go: A DIY Visual Brand Identity Assistant”

Logo To Go book cover design mockupI wrote Logo To Go to serve as an in-between for small business owners who aren’t quite ready to invest in a professionally designed brand identity – think of it as the missing link between choosing to DIY and hiring a professional. It’s specifically written for small business owners, who are not designers and don’t have any knowledge of what actually goes into creating a full brand identity.

Jumping straight to DIY can be dangerous without some idea of the process or the insight a professional would bring to the project. That’s why I created Logo To Go – so small business owners could come away with some peace of mind feeling a bit more informed and confident that what they’re creating is more strategic and well-designed than if they go it alone. Read more about Logo To Go and download the first chapter FREE.

Enjoyed what you’ve read?

Sign up for our newsletter for helpful tips and tricks you can apply to your brand visuals!

The post Brand Color Considerations – Color Theory, Harmony, Temperature, and Association appeared first on Nicola Black Design.

]]> Brand Color Considerations + An Assessment https://nicolablack.com/brand-color-considerations-assessment/ Thu, 12 May 2022 19:49:55 +0000 https://nicolablack.com/?p=8549 The post Brand Color Considerations + An Assessment appeared first on Nicola Black Design.

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This is part one of a series on Color. See part two here.

In this article, I’ll discuss the important role color plays in your branding. Take the assessment to find out whether you’re on the right track with how you use color throughout your brand identity. 

Have a look at these colors and color combinations. What brands do you automatically think of when you see them? How do those colors make you feel?

[Figure 1] Brands associated with the colors above are listed at the close of this article.

I’ll be diving into #1 a bit more below to explain how function and emotional triggers come into play, but before we do that, let me ask you a couple of questions:

    • If a brand you loved drastically changed its colors after years of use, what would you think? How would you feel?
    • Would you be annoyed and/or feel a bit inconvenienced? Why? 

It sounds a bit strange, but you’ve established a relationship with that brand. You’re invested in this relationship and the “clothes this brand wears,” or its brand identity – including colors (and other branded elements including fonts, icons, etc) – provide ease of recognition. The trust and comfort you feel when you see those colors are important to your engagement with that particular brand. 

Wouldn’t it be nice to have the same for your own business’s identity? How can you build that trust and recognition?

Let’s break down the hows and whys of color and what you can do to implement its power in your business branding.

Brand Recognition and the Role Color Plays:

Color engages your target audience.
Color establishes trust.
Color influences how people feel.
Color influences decision-making.

But how? Color psychology plays a big role. Let’s take a look!

Color Psychology

Color influences human behavior. It has the power to trigger unexpected outcomes like how things taste, how we might feel in different colored rooms, or why we reach for one item over the other even though they’re exactly the same outside of their color. 

Photo by Lidya Nada on Unsplash

The ways we are influenced by color are functional as well as emotional. Some Examples:

Blue room vs. Red room

If you’re sitting in a blue room you’re probably feeling a bit calmer than if you were sitting in a fire engine red room. In the red room, you might feel a bit more energized and alert.

Imagine a waiting room at a doctor’s office. Which would you rather wait in? A sky blue room or a fire-engine red room? There’s a reason for most peoples’ choice of a sky blue room. It brings a sense of calm rather than the energized and more intense vibe of a red room.

Many studies have shown that there are physiological and psychological effects where color is involved. These aspects regarding the use of color are even found in therapy techniques to treat various health conditions! An interesting piece of information that came up while researching some ideas for this article is that the ancient Egyptians, apparently, documented color “cures” using painted rooms or sunlight shining through crystals as therapy. Side note: I highly recommend looking into color therapy history. It is fascinating!

It’s no wonder that choosing a paint color for your home’s rooms can prove to be such a big decision! 

Red and yellow restaurant branding 

This is an interesting one! I’m not a big fast-food fan or promoting it by sharing this, but this info is compelling. Let’s take a look at McDonald’s (see #1 of figure 1 above) as another example. 

They use red and yellow in their branding for good reasons including:

    1. Mood and Energy: Red has been shown to stimulate appetite and the yellow of the golden arches suggest positivity, happiness, and friendliness.
    2. Functionally: Yellow (and green) are most visible to the human eye in daylight hours.
    3. Decision making: you’re on the highway and see the yellow arches – are you really hungry? Or is it the visual trigger that red and yellow signal, making you think of food and happiness that’s stimulating your appetite?

This is just one illustration of the importance of color in business branding. Could you imagine if the iconic yellow and red in McDonald’s branding were replaced with green and purple? 

It just wouldn’t have the same impact or trigger the feelings that come from seeing red and yellow. And that could impact many things in their business: engagement, growth, perception, and more. 

How Color is Used in Your Branding:

The way you use color in your branding can have a powerful (or not so powerful) effect. To ensure its use is implemented well and makes the most effective impact, color should be cohesive throughout all brand assets. Assets to consider include, but are not limited to: 

    • Your logo
    • Business cards
    • Letterhead
    • Signage
    • Uniforms
    • Social media
    • Website
    • Marketing materials
    • Advertising
    • Interior design for brick and mortar and/or office spaces
    • … and much more!

Color is one of the first things people see when they look at your business collateral. The “clothes your business wears” help to convey specific messaging. In turn, this affects how your audience feels about your brand and influences their decision-making. 

Ask yourself these questions about your brand colors:
    1. Do my colors help build trust and encourage engagement? 
    2. Are people more likely to buy if I use a different color? 
    3. What colors do I see used in the industry I’m competing in? 
    4. Should I stay in the same lane or would doing something different make sense? 
    5. How does the audience I’m trying to reach respond to those colors?

Since color is seen everywhere throughout your collateral and carries so much weight, it’s a bigger decision than simply choosing favorites. 

This is where focus group research can be very beneficial. Let’s take the children’s show, CoComelon as an example. I’ve only just learned about this show, but I’m sure those of you with children know all about it! And from what I’ve read, some adults are quite annoyed with it (for many valid reasons). Understandable – I think I would be too! But for the purposes of this portion of the article around focus groups, I thought it would be interesting to show how targeting research to the audience you’re trying to attract can be so valuable. 

Whether you’re of the opinion this show is a positive or negative one, it’s clear that the investment of time in getting to know the preferences of its target audience has been beneficial. In a New York Times newsletter, I received in my inbox recently, they wrote:

“Moonbug treats children’s shows like a science, where every aesthetic choice or potential plot point is data-driven and rigorously tested with its target audience.”

I’m not sure if that includes actual toddler focus groups, specifically, but I imagine there’s some of that happening. 

Honestly, I’d like to see what a toddler-driven focus group looks like. I imagine it’s a bit chaotic, but once toddler attention is captured with CoComelon clips, focus group facilitators come away with good indicators of whether design decisions are working. In turn, they’re armed with data to inform which options to use in the end product.

Now, let’s talk brand recognition. When it comes to common collateral that almost every business utilizes (think business cards, letterhead, info sheets, etc.), brand elements, including color, are seen everywhere your company is represented. 

Visit South Jersey Branded Stationery

Visit South Jersey Brand Identity used throughout different company collateral. Design © 2015, Nicola Black Design, LLC • All rights reserved

The way color is carried through all parts of your collateral is part of creating brand recognition. Conveying the same colors throughout your materials, seals recognition that much more over time. By starting off with something strong backed by data and strategy, you are engraining a strong sense of your brand from the get-go. 

Coming soon: In part two of this color article series, I’ll discuss color theory, color harmony, color temperature, and a light breakdown of color meanings. In the meantime, take this color assessment to find out if you’re on the right track with your brand colors:

Brand Colors Assessment:

  • Have you considered functionality when it comes to your brand colors? If so, list a few ways they are functionally used. If not, refresh yourself with some info on color function above.
  • Did you consider emotions that are triggered when choosing your brand colors? If so, list those emotional responses.
  • When you look at your brand materials – everything – are they cohesive in regard to color? Is it clear that all of those materials come from the same business? If not, take some time to think about ways you can implement those colors and combinations of color to convey a clear and full suite of collateral that all come from the same place. It should look like a collection of work that you can instantly tell is connected.
  • Do you have clear answers to the following questions? If not, take the time to do some audience research by hosting a focus group or by putting together an online survey to get at least a basic idea of how your target audience responds to different colors and how those colors make them feel in relation to your messaging.
    • Do my colors help build trust and encourage engagement? 
    • Are people more likely to buy with a different color? 
    • What colors do I see used in the industry I’m competing in? 
    • Should I stay in the same lane or would doing something different make sense? 
    • How does the audience I’m trying to reach respond to those colors?

*Brand color examples in figure 1 (from left to right): McDonald’s, Starbucks, Dunkin’ Donuts

How are you feeling about your brand colors?

After the assessment questions in each section above, how are you feeling about your brand colors? Not sure if what you’ve developed is working for your business? Interested in a professional opinion to see if and where you can improve? Try one of our Light Brand Identity Audit packages!

By booking an audit, you’ll get
  • An understanding of whether or not your messaging is aligned with your current visuals
  • Insight on how you can improve your design assets to better convey your brand messaging
  • Suggested ways design elements can be used to engage your target audience
  • Tips on how to adapt visuals to improve brand recognition
A PDF Report Outlining:
  • What’s done well
  • What needs work/pain points
  • Areas of opportunity for better visual execution
  • Our recommendations
  • Suggested Next Steps
PLUS: A bonus credit:

A credit in the amount of your chosen package to apply to one of our custom Visual Brand Identity Strategy and Design packages.

Book a Light Audit today!

Have another project you’d like to discuss? Book a complimentary 30-minute consultation where we can learn more and get to know you and your business. Have questions or want to send a message? Contact us here.

Or read “Logo To Go: A DIY Visual Brand Identity Assistant”

Logo To Go book cover design mockupI wrote Logo To Go to serve as an in-between for small business owners who aren’t quite ready to invest in a professionally designed brand identity – think of it as the missing link between choosing to DIY and hiring a professional. It’s specifically written for small business owners, who are not designers and don’t have any knowledge of what actually goes into creating a full brand identity.

Jumping straight to DIY can be dangerous without some idea of the process or the insight a professional would bring to the project. That’s why I created Logo To Go – so small business owners could come away with some peace of mind feeling a bit more informed and confident that what they’re creating is more strategic and well-designed than if they go it alone. Read more about Logo To Go and download the first chapter FREE.

Enjoyed what you’ve read?

Sign up for our newsletter for helpful tips and tricks you can apply to your brand visuals!

The post Brand Color Considerations + An Assessment appeared first on Nicola Black Design.

]]> How to Know Your Business is Ready for A Professionally Designed Brand Identity – Q&A https://nicolablack.com/is-it-pro-design-time/ Fri, 25 Mar 2022 17:15:51 +0000 https://nicolablack.com/?p=8501 The post How to Know Your Business is Ready for A Professionally Designed Brand Identity – Q&A appeared first on Nicola Black Design.

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One of the biggest saving graces, for me, throughout these past 2 years has been the communities I’m part of. Communities like Work In Progress. In WIP we there are a ton of community events – one of which is an office hours session I host once a month.

Members who attend my “Ask a Visual Designer Office Hours” come with great questions. And because there are topics I may be too close to, it’s an invaluable practice in uncovering design-related topics others want to know more about. Something I’ve learned along the way is that when one person is struggling with a particular item, others probably are as well. So, I’m spotlighting one of those questions and sharing it with you. 

If you have a question you’d like me to consider for an upcoming article, fill out this quick survey.

Q: How do I know when to hire a professional to update my DIY assets and do the visual branding properly? When is my brand definite enough to HAVE a style?

Context: I DIY’d my first brand visual style guide (colors, font, logo, when to use what colors). I went DIY partly because of money, partly because the design bar is LOW in the world of my particular services, and partly because what my brand IS still feels pretty nebulous. It all still feels like arbitrary dress-up.

A: I love this question! After all, DIYing your visual style guide is much of what my eBook, “Logo-To-Go” is about. Let’s get into it!

First, let’s talk about the feeling of arbitrary dress-up and the clothing analogy. It’s a comparison I use often to describe part of the process of creating solid visual brand identities. It probably feels like arbitrary dress-up because you don’t have the data to back up the design decisions you’ve put in place. In this case, data represents the key elements that describe the personality of your brand.

A fun way of thinking about this is to define who your brand would be if they were a person. If you were going shopping for an outfit – one you feel good in and that presents you the way you’d like to be perceived to the world – you probably wouldn’t pick the first thing you saw or what is readily available. You’d most likely explore a bit to find a look that really suits you and your sense of style, right? What we wear is an outward expression of who we are and how we’re feeling. Clothing is a way we can share something visually about ourselves without having to say a word. And whether we like it or not, it influences first impressions.

The same goes for your brand. Why dress it up in clothes that don’t fit or make sense? And why dress it up in clothes that you see everyone wearing if you’re interested in standing out from the crowd?

Investing time to answer questions like these before making design decisions is arguably the most crucial step in this process. Strategy informs design decisions.

When DIYing, you may not be prepared with which questions to ask to help you through the process of developing a solid visual strategy. In addition, if you’re DIYing you’re limited to the clothes that everyone is wearing by what’s offered in the templated DIY software you’re working with. And, hey! You probably don’t have time or desire to learn more robust software – this is what you’re working with. It’s okay. It’s enough to get you started. Still, these questions are important to consider and can help inform a direction in choosing a template that makes sense and doesn’t feel like a random – hmm… this is pretty. Let’s go with it! – choice.

As for the part of this question about not working with a professional due to budget; the feeling of the design bar being low in a particular industry/service offering; brand feeling nebulous; I have some thoughts.

First, it goes without saying that bringing a professional to the table from the get-go is an invaluable investment. As described above, it’s not only about knowing how to use software to create something visually appealing. Many are shocked to learn that the majority of time spent on developing a brand identity is in the strategy phase. The brand identity strategist and designer you choose to work with will more than likely guide you through exercises to outline your messaging, vision, value proposition, core values, and more (if you don’t already have those items clearly outlined). This is a deep dive process where they will sift through your answers and the data you provide to pull info to inform the design phase.

BUT working with a professional isn’t always within the budget – especially when you’re just starting out. In that case, and before you dive into DIY alone, I recommend checking out my eBook. There, you will find important foundational steps to get you on the right track. The small investment you make in reading it, will better prepare you for what’s involved as you DIY. You’ll gain peace of mind and feel more informed and confident in what you’re creating. Plus, you’ll get a few tips and tricks to use along the way.

As for an answer regarding when your business is “definite enough to have a style“… Your business is definite enough when you decide to start a business. While you may not be able to invest on the front end, everything you do from day one will be part of how your brand is perceived. Your visual identity is part of that. By working out an informed visual identity on the front end, you’re saving time and money in having to rework/redesign it later (sometimes more of an investment due to brand recognition being influenced and established through an identity that may not speak best to your messaging).

Hero Image Nicola Black Design

All said, knowing when the best time to hire a professional is a choice that’s influenced by varied factors and is different for everyone.

It may be time to hire a pro if:

  • You don’t like the limitations of DIY software, but you don’t want to invest in professional software, or you don’t have the time to learn it.
  • You’re, unfortunately, not that creative. You thought that things just had to look “attractive” to work. Who knew?!
  • Design is an unknown language and you have no idea about design principles or psychology. You aren’t interested in spending the time to learn them right now.
  • You didn’t realize the need for front-end research to inform your design strategy. You don’t have time to do that on your own.
  • You’d rather let a professional handle things while you give your time to places in your business where it’s better spent.

If any of the above sounds like you and you’re feeling overwhelmed, please reach out. Let’s discuss your project and how I can help. In the meantime, you can also download the first full chapter of Logo To Go for FREE to help you on your way.

Did you DIY your visual brand identity?

How are you feeling about it? Not sure if what you’ve developed is working for your business? Interested in a professional opinion to see if and where you can improve? Try one of our Light Brand Identity Audit packages!

By booking an audit, you’ll get
  • An understanding of whether or not your messaging is aligned with your current visuals
  • Insight on how you can improve your design assets to better convey your brand messaging
  • Suggested ways design elements can be used to engage your target audience
  • Tips on how to adapt visuals to improve brand recognition
A PDF Report Outlining:
  • What’s done well
  • What needs work/pain points
  • Areas of opportunity for better visual execution
  • Our recommendations
  • Suggested Next Steps
PLUS: A bonus credit:

Once you receive your report, you can implement our recommendations by either DIYing, working with a vendor of your choice, or working with us. If you choose the latter option, you’ll receive a credit in the amount of your chosen Audit Package to apply to one of our custom Visual Brand Identity Strategy and Design packages. ? Sound interesting? Learn more and book your audit today!

Have another project you’d like to discuss? Book a complimentary 30-minute consultation where we can learn more and get to know you and your business. Have questions or want to send a message? Contact us here.

Or read “Logo To Go: A DIY Visual Brand Identity Assistant”

Logo To Go book cover design mockupI wrote Logo To Go to serve as an in-between for small business owners who aren’t quite ready to invest in a professionally designed brand identity – think of it as the missing link between choosing to DIY and hiring a professional. It’s specifically written for small business owners, who are not designers and don’t have any knowledge of what actually goes into creating a full brand identity.

Jumping straight to DIY can be dangerous without some idea of the process or the insight a professional would bring to the project. That’s why I created Logo To Go – so small business owners could come away with some peace of mind feeling a bit more informed and confident that what they’re creating is more strategic and well-designed than if they go it alone. Read more about Logo To Go and download the first chapter FREE.

Enjoyed what you’ve read?

Sign up for our newsletter for helpful tips and tricks you can apply to your brand visuals!

The post How to Know Your Business is Ready for A Professionally Designed Brand Identity – Q&A appeared first on Nicola Black Design.

]]> Choosing Brand Fonts + An Assessment https://nicolablack.com/choosing-brand-fonts-an-assessment/ Mon, 07 Mar 2022 17:21:11 +0000 https://nicolablack.com/?p=8472 The post Choosing Brand Fonts + An Assessment appeared first on Nicola Black Design.

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In this article, you’ll learn about the differences between the terms “typography” and “font;” the importance of fonts in branding; free vs. paid fonts; and an intro on the importance of licensing. Once you’ve familiarized yourself with those items, use the assessment at the end of the article to evaluate your brand fonts.

Typography VS. Fonts

Fonts. Typography. Don’t these terms refer to the same thing? In casual conversation, sure. These terms have become interchangeable when discussing what type we use in our documents and designs. And it’s not a HUGE deal unless you’re speaking to someone who deals with these terms on the daily – like your designer. But for those of you who’d like to know more, there is a difference. Let’s break it down.

Typography: Think of “typography” as the overall application of the style, arrangement, and appearance of letters, numbers, and symbols. The relationship between those elements, the way they are manipulated in design, and laid out on the page falls under typography.

Font: In terms of thinking about the individuality of fonts vs. font families (or typefaces), looking back to the era of metal typesetting for a little history lesson will help clarify.

Image of typesetters drawer: Photo Credit: Thomas Quine, CC BY 2.0, by Wikimedia Commons
Photo Credit: Thomas Quine, CC BY 2.0, via Wikimedia Commons.

Each “font” is a particular size, weight, and style of a typeface. Typesetters had drawers of individual letters, numbers, and symbols they manually set by hand to be printed to a page. So, if they were setting body copy using the font Caslon at 8-point (size) they’d access the “job case” or font tray holding Caslon 8-point letters, numbers, and symbols. If they wanted to title the page in Caslon 12-point, that would be considered a font of its own and accessed similarly (different job case altogether).

A typesetters sorting case: Image Credit: Christian Friedrich Gessner marked as public domain, more details on Wikimedia Commons
Image Credit: Christian Friedrich Gessner, A Typesetters Sorting Case, marked as public domain, more details on Wikimedia Commons

Today, in the era of desktop publishing, you’ll see the term “font” used as a synonym for “typeface.” Although, a typical typeface (or ‘font family’) consists of a number of fonts – which is why thinking about fonts in the historical context may be helpful. 

Take “Helvetica” as an example. It is a typeface that includes multiple “fonts” including, but not limited to “Helvetica Light” “Helvetica Regular”, “Helvetica Bold”, and “Helvetica Oblique.” The term “font” can describe any of these styles alone but may also be used loosely to refer to the entire typeface.

The Importance of Fonts in Branding

I’ve run into it so many times – people confusing the font used in their logo as their “brand font.” While that font can sometimes translate into use for a section of your branded fonts, it’s not usually the case.

For example: If your logo wordmark is very decorative (think cursive or elaborate loops and swashes), you’re not going to want to use the same option for your body copy. Talk about making your audience work to read a text-heavy document! Eep!

Instead, it’s a good idea to consider a font(s) that’s designed specifically for ease of legibility. And to also select fonts that are complementary to your logo.

Think about bold headers, subheaders, and body copy as a starting point. Sometimes, you’ll find a full font family that can make things simpler when it comes to mapping usage out – assigning the bold, regular, light, italic, and/or condensed options to your headers, subheaders, body copy, and more. You can go further with caption options and more depending on what your company collateral calls for. But in general, start off with 2-3 assigned options (either within the same font family or that all work together cohesively) so that your materials are cohesive across the board.

Licensing and Legal

You’ve probably noticed the free and paid options for fonts that are available. It’s understandable that free fonts are appealing. But just because they’re free, are they legal to use in your commercial collateral? Many are surprised to find out that they are not. 

Fonts are created by font designers. And with that, comes licensing for use. When you download a font, you’ll usually notice that there is an agreement attached to that download. This agreement stipulates important information that you agree to once the purchase is made. Generally, you’ll find information that outlines whether you are allowed to use the font in personal or commercial projects (hint: many of the free fonts you download are for personal use only until you purchase a license). There will also be information on how many users the license applies to and that you agree not to distribute the font file between users. 

To illustrate this last point, let’s take the delivery of packaged files for your print vendor. By packaging files and including the font file in that package for your printer to use (if they require native files), you’ve technically gone against your font use agreement. To ensure the agreement is adhered to, design files are to be sent to print with fonts outlined. By doing so, you eliminate the need for the font file to be transferred at all.

These are just a few of the items that are included with your font licenses to be aware of. Of course, there are other items included in each license – they vary – which is why I highly recommend you review the read me text file or license that’s supplied with the font file.

Free Fonts:

In some cases, fonts are supplied as free to try for personal use (and in some cases commercially – but do make sure in the agreement verbiage). In which case, you can create mock-up designs to test (visually) before you buy. Once you’ve chosen, it is up to you to get a license for commercial use. Especially if you’re using it for your small business.

Another great option is open-source fonts. These fonts are available for use in both personal and commercial projects. They are licensed for any use, anywhere, free of charge. This is a great option if you’d rather not deal with licensing agreements, but limits you in terms of availability. Not that there aren’t a TON of open-source fonts out there to choose from. But it’s worth saying that there are some absolutely gorgeous fonts to be enjoyed out there that aren’t within the realm of open source licensing. And when it comes to your business’s visual branding, it can be well worth it to set yourself apart.

Brand Fonts Assessment:

  • Are your brand fonts complimentary to the typography of your logo design? If they look a bit mismatched or are always different, it’s time to revisit and set and stick with your options.
  • Is the number of brand fonts you’re using limited to about 2-3? This number could be higher depending on layouts and formatting you use regularly.
    • What font have you assigned to title/headlines?
    • What font have you assigned to use as subheaders?
    • What font is assigned to body copy?
  • Do you have the appropriate license for use? Make sure for free fonts especially – many times they are only free for personal use.
  • If you’re using a free font but would like the convenience of a professionally designed font (better kerning out of the box for example – not nearly as much need for tweaking spacing, etc) have you located an alternative paid font that could replace it? This is an investment in your branding and if it takes a little while to justify the expense, at least you have done the research upfront and will be ready! 
  • Test out your copy by applying it to various phrases. See a few ideas on different phrases and processes that professional font designers test with here and here. How does your copy look? Are there any spaces that are obvious or jarring? If there are, you may want to revisit and replace fonts.

How are you feeling about your brand fonts?

After the assessment questions in each section above, how are you feeling about your brand fonts? Not sure if what you’ve developed is working for your business? Interested in a professional opinion to see if and where you can improve? Try our Light Brand Identity Audit package!

By booking an audit, you’ll get
  • An understanding of whether or not your messaging is aligned with your current visuals
  • Insight on how you can improve your design assets to better convey your brand messaging
  • Suggested ways design elements can be used to engage your target audience
  • Tips on how to adapt visuals to improve brand recognition
A PDF Report Outlining:
  • What’s done well
  • What needs work/pain points
  • Areas of opportunity for better visual execution
  • Our recommendations
  • Suggested Next Steps
PLUS: A bonus credit:

A credit in the amount of your chosen package to apply to one of our custom Visual Brand Identity Strategy and Design packages.

Book a Light Audit today!

Have another project you’d like to discuss? Book a complimentary 30-minute consultation where we can learn more and get to know you and your business. Have questions or want to send a message? Contact us here.

Or read “Logo To Go: A DIY Visual Brand Identity Assistant”

Logo To Go book cover design mockupI wrote Logo To Go to serve as an in-between for small business owners who aren’t quite ready to invest in a professionally designed brand identity – think of it as the missing link between choosing to DIY and hiring a professional. It’s specifically written for small business owners, who are not designers and don’t have any knowledge of what actually goes into creating a full brand identity.

Jumping straight to DIY can be dangerous without some idea of the process or the insight a professional would bring to the project. That’s why I created Logo To Go – so small business owners could come away with some peace of mind feeling a bit more informed and confident that what they’re creating is more strategic and well-designed than if they go it alone. Read more about Logo To Go and download the first chapter FREE.

Enjoyed what you’ve read?

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]]> The Features of a Well-Designed Logo – An Assessment https://nicolablack.com/features-of-well-designed-logo-assessment/ Fri, 02 Jul 2021 18:40:59 +0000 https://nicolablack.com/?p=8393 The post The Features of a Well-Designed Logo – An Assessment appeared first on Nicola Black Design.

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In this article, you’ll learn about the features of a well-designed logo as well as answer questions designed to assess whether your own logo is on the right track.

You’ve come up with a fantastic idea for a logo! It includes everything from your tagline, an illustrated scene, and the name of your biz in a fancy type treatment! You’ve thought of it all! 

But your designer is pushing back saying that everything you’ve done is far too much to include. They say your logo should be clean, simple, and adaptable to different environments. What are they talking about? You can’t understand how they think that your idea won’t work. Why is it such a bad idea?

Or maybe you’re giving it a shot on your own and DIYing. But you’re still not sure what you’ve created fits the bill. How can you know your design contains all of the elements you need in a logo and that it’s well-executed? 

All you want is a well-designed logo. Does it really have to be this difficult? 

The short answer is no. But first, it’s a good idea to understand the elements and features that make up a well-designed logo.

Before we dive in, this article is part of a series we’ve written on Brand Identity as a whole. If you’re starting or running a business, a good place to begin is: Why Your Business Needs a Strategically Designed Brand Identity – as a logo is only ONE part of your Visual Brand Identity. 

Now that it’s understood that a logo is only one part of your brand identity, let’s break it down!

Important Features of a Strategic and Well-Designed Logo:

We’ll be covering the following features – Each section is linked for ease of reference and includes assessment questions for your review.

Strategic Design:

Design is more complicated than most think. It’s a common idea that simply creating an attractive image is enough. Or that all you need is a wordmark using a fancy font. This isn’t the case. 

Having a strategic foundation to inform the design of your logo is one of the most important aspects of the process you’ll be investing in. It’s what makes that logo WORK for you – engaging your audience, creating brand loyalty, brand recognition, and overall positively affecting your bottom line.

Most professional designers will have a process in place to include the strategy phase. But many make this an internal part of the process. So it’s something you might not hear much about. Hence the common idea that it’s simply a matter of creating an attractive image. And then there are those who don’t include the strategy phase at all – something you’ll want to avoid if you’re building a business you’re invested in. 

The methods we’ve developed begin with research and strategy. This phase is, by far, the most valuable and critical part of the process. It ensures the designs we execute are well-informed by various data. This foundation is necessary to create intentionally designed visual assets.

Strategy Assessment Questions:

  1. Have you researched and collected data about your target audience?
  2. Have you clearly outlined your company’s messaging?
  3. Have you learned how and where to best connect with your audience visually?
  4. Have you applied all of the above thoughtfully and intentionally to your visual strategy?

Simplicity in Design:

Think of well-known and time-tested brand identities – Coke, Apple, Target for example. Notice how they’re easily recognizable, include limited colors, clean design, no extra fluff, and include additional files and assets across their brand identity to be used for legibility across different environments.

Below is an example of a logo we’ve developed to illustrate this rule. You’ll notice that there are various logo versions to be used in different environments.  And for each of those versions, there are multiple additional versions created for light and dark contrasting backgrounds as well as a few different color variations using their brand colors. In total, it’s not uncommon that you’ll receive a folder of at least 20+ files for your final logo design.

TMAS Branding Guidelines - Logo Mockups Example
Tell Me A Story logo lockups – you can see how many versions of the logo there are and how they interact in various brand color environments in this branding guidelines booklet spread. NOTE: this is not every logo the client received - for each of these versions, there is a version for each brand color + b/w for all possible backgrounds they may appear.

Limited Colors: 2-4 main colors are all that’s needed for a successful identity in most cases. Sure, your overall brand identity can and probably will include additional complimentary brand colors (see above image for example). But for each application of your logo, it is recommended to include no more than 2-4 colors. 

When you send your logo to a merch printer (say you’re having t-shirts, coffee mugs, pens, hats, etc. made) they’ll usually ask for a file with a breakdown of your brand colors included. This is important in ensuring your brand colors are cohesive throughout your collateral. Depending on the printing process (Pantone/Spot colors, CMYK 4-color process, etc) your printer will want your files to clearly depict those colors. The designer you work with will have probably provided you with a Brand Guidelines document when they created your Visual Brand Identity – the preceding image shows a spread from a branding guidelines document we provide to our clients upon completing their visual brand identity. This document will have those breakdowns for you, your printers, and anyone else who handles your brand assets to reference.

Clean Design: A clean design without extra fluff like filters and shadows is absolutely necessary. You might be tempted to ask your designer to add some of these extra elements, but when they push back, it’s because they know how poorly these translate. They’re unnecessary to the design and lessen the visual quality (and impact). Plus, if you’ve hired a pro designer – they are there to guide you when it comes to these decisions after all. 😉

Also, that illustrative scene you may have thought would be a great representation of your brand… that’s another item to hold off on when putting your logo together. Illustrative scenes are great to use to compliment your overall brand materials but are not to be used in logos which require simplicity in design for quick recognition and identification. 

Simplicity Assessment Questions:

    1. How many versions of your logo have been created? Do you have at minimum a vertical, horizontal, icon, and wordmark version?
    2. How many colors are used in each logo file you’ve got? Is it 2-4 colors?
    3. Does your logo include unnecessary drop shadows, textures, or other filter effects?

Adaptable for Different Environments: 

Your logo will be scaled to different sizes throughout the life of your business and the different collateral you create. Maybe you’ll have an ad on a billboard at some point. And let’s not forget how your mark will look at extra small sizes like avatars for social media.

So what does this mean and what exactly will you need? 

Flexibility via Variations: First, as we touched upon in the previous section, you’ll need multiple variations of logo lockups designed. Lockups are different layouts of your logo so to speak. You’ll want multiple versions for different environments your logo may appear. Ex: website header/navigation bar, sponsor sheet on a flyer, different types of merch – a horizontal pen or the vertical area of a hat, etc. 

Different versions you’ll want to consider include: 

    • vertical/stacked logo 
    • horizontal logo
    • Icon
    • wordmark

You’ll also want to have different colored versions of those lockups. Think about the color and contrast of possible backgrounds where your logo might appear. If you have a mostly dark-colored logo and it’s to appear on a black background, it will be lost. Think about this when choosing your brand colors and how these decisions will apply to your logo design and various lockups. 

Think about sponsorship situations. It breaks my heart when a business only has one version of its logo to send. If only they had a package of logo lockups to provide… the designer who’s putting together the flyer for the event you’re sponsoring will be able to choose the logo that fits and reads best into the sponsorship area allotted. No back and forth scrambling for a “better version” or adding an unattractive border or block of color to your logo so that it’s visible. No one wants that! 

Example of simplicity in logo design lockups across different environments
Examples of Simplicity in Design: limited colors and varied logo files for use across different environments.

File Types: You may have heard the terms “raster” and “vector” being discussed in the design world when discussing file types. So, what exactly do these terms mean and how do they apply to your logo?

Vector: Vector files are made of paths. Popular logo file formats include .AI, .EPS, .SVG. A file format that can be scaled to any size without losing quality. Billboard or avatar = same quality in edges. No pixelation, etc. These are the files you, your printers, and merch makers will require for your logo files.

Raster: Raster files are made of pixels. Popular logo file formats include .PSD, .JPG, .PNG, .TIF. These are set up to specific sizes. EX: An image set up to be 600 pixels wide for web at 72dpi converts to about 2 inches wide for print at 300dpi. If you force it any larger, you’ll see blurry and pixelated edges. A basic rule to remember with raster files is that you can make the image smaller, but never scale it to be larger than it’s created.

When creating your logo you will absolutely need vector files. The designer you work with will probably provide many different file types of your logo for ease of use, but make sure you have received true vectors of your files as described above.

Adaptability Assessment Questions:

    1. Of the logo variations you’ve developed, how many versions of each do you have? Ex: for your vertical/stacked logo, how many color variations do you have?
    2.  How many file types of each version of your logo do you have? At minimum, you’ll need both web resolution as well as high-resolution files. You will most definitely require vector files.

A Timeless, Long-Lasting Design:

Trends die and age quickly – important to remember when you are in the process of designing your logo. 

A long-lasting, classic design holds the power to build audience trust. I’m sure you can think of a product you always shop for at the grocery store. You’re a faithful consumer and trust that brand. When you’re moving quickly down the aisle, you know exactly what you’re looking for visually. Their branding is recognizable and easy to remember. While time plays a part in building brand recognition, having a classic design that isn’t confined by the style of a particular era is a beautiful thing. 

You can think about it like a classic button-up shirt you can pair with anything in your closet. Or that pencil skirt that you can accessorize with any era stylings, and holds up on its own as the key focal piece of the outfit. 

Meanwhile, Hypercolor t-shirts or jelly shoes aren’t foundational pieces you can rely on every day. You might wear them to that 80s themed party and be the star of the show! But when that’s over, that tee and shoes represent and remind us of one era. They show their age and you’ll probably be replacing them with newer styles as you move through the years.

Having a logo that isn’t marred by time also ensures that you’ll only need slight refreshes along the way. Not expensive redesigns. This contributes to the longevity of recognition in your brand, saving you a ton over the life of your business when it comes to marketing and design!

Timelessness Assessment Questions:

    1. Does your logo design enlist trendy elements that might need to be reconsidered to prolong its life?
    2. If your logo hopped into a time machine and visited 1950, 1980, and 2010 would it fit in? Would it be super futuristic or is it a classic design that would be attractive in that era? Assess your logo to see if it holds up as a classic or trendy design.

A Memorable Design:

Is your logo clearly recognizable? Does it stand out? Does it connect with your target audience? Much of this will be clarified during the strategy phase of your design. The data and information you collect in researching your audience will inform design decisions. What phase of life are they in? What appeals to them in terms of color, style, etc. What do they look for in a trustworthy brand? These are just a few important considerations in creating a visually memorable identity. 

Most importantly, while these are all important elements of your logo design, thinking about your overall identity and how cohesive it is the highest priority in terms of your overall visual branding efforts are concerned. The way your brand design elements (brand colors, brand fonts, iconography, patterns, etc) are used together are what create a memorable association to your brand. 

It’s incredibly common to get logo inquiries from new businesses that think that’s what “branding” means – the design of the logo alone. It’s our job to make sure businesses we work with are set up for success in their visual branding. We’re invested in that success. And creating a disconnected logo is not the solution. You need a full cohesive visual brand identity to get started. At a minimum, that includes your logo(s), brand colors, brand fonts, and branding guidelines reference document.

Memorable Assessment Questions:

    1. In terms of your visual strategy, does your logo design speak to and attract your target audience in terms of style and color?
    2. Is your logo design easily recognizable? Legible? Remember, the life of your business has a part in that recognition – so regular use of branding elements throughout your collateral is important to building brand recognition. This speaks to our last point above; your logo is only one part of what makes up your branding and making a memorable impact.

How are you feeling about your logo?

After the assessment questions in each section above, how are you feeling about your logo? Not sure if what you’ve developed is working for your business? Interested in a professional opinion to see if and where you can improve? Try our logo-specific Light Brand Identity Audit package!

By booking an audit, you’ll get
  • An understanding of whether or not your messaging is aligned with your current visuals
  • Insight on how you can improve your design assets to better convey your brand messaging
  • Suggested ways design elements can be used to engage your target audience
  • Tips on how to adapt visuals to improve brand recognition
A PDF Report Outlining:
  • What’s done well
  • What needs work/pain points
  • Areas of opportunity for better visual execution
  • Our recommendations
  • Suggested Next Steps
PLUS: A bonus credit:

A credit in the amount of your chosen package to apply to one of our custom Visual Brand Identity Strategy and Design packages.

Book your Light Audit today!

Have another project you’d like to discuss? Book a complimentary 30-minute consultation where we can learn more and get to know you and your business. Have questions or want to send a message? Contact us here.

Enjoyed what you’ve read?

Sign up for our newsletter for helpful tips and tricks you can apply to your brand visuals!

The post The Features of a Well-Designed Logo – An Assessment appeared first on Nicola Black Design.

]]> Why Your Business Needs a Strategically Designed Visual Brand Identity https://nicolablack.com/why-your-business-needs-a-strategically-designed-visual-brand-identity/ Tue, 15 Jun 2021 17:43:21 +0000 https://nicolablack.com/?p=8360 The post Why Your Business Needs a Strategically Designed Visual Brand Identity appeared first on Nicola Black Design.

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How do you communicate your business’s messaging visually? What is a brand identity and why is its strategy so vital?

You’ve got a strong vision for your business with a solid mission behind it, and you’ve more than likely invested a lot of time developing messaging around it. All that work – collectively “brand messaging” – is invaluable, and yet, on the visual side of things, your efforts are missing the mark. It all feels disconnected.

Are your efforts on the front end of developing your business’s messaging getting lost in the design phase? Maybe you’ve gotten by without doing the deep work of uncovering your messaging – believe me, it’s not that uncommon! I see it all the time when onboarding clients. Regardless, you know there’s something missing to present your business better visually, but what do you need to do to accomplish that?

You’ve heard about brand identities, but what do they involve? You know you need a logo, but is that all? Do you really need a full brand identity?

And what’s all the hoopla about the psychology of design? Does it really affect how your audience perceives and engages with you? Can a well-designed identity really build credibility and trust with the people you’re trying to help?

The short answer to all of these questions is: having a suite of well-informed, strategy-backed, and intentionally designed graphic assets will do A LOT of invaluable work FOR YOU. 

Whether you’re getting ready to launch or you’ve been in business for 2-3 years, familiarizing yourself with just how powerful a big dose of design strategy is critical. Building and investing in a strong foundation, like this, is critical for your brand equity. I’ve got you! Let’s dive in.

Brand Guidelines document booklet for Creative Flux Labs. Shows color breakdowns and logo lockup samples.

A spread from Creative Flux Labs’ Brand Guidelines document.

So, what exactly is a Brand Identity?

First, let’s talk about three important words:

  1. Brand
  2. Brand Identity
  3. Branding

These sound similar, but they are quite different! Let’s break it down:

  1. Brand: Your “brand” is intangible. It is your audience’s perception and emotional RELATIONSHIP with your business.
  2. Brand Identity: Your “brand identity” is the tangible visual DESIGN elements that convey your messaging.
  3. Branding: Your “branding” is the PROCESS of bringing everything together to build awareness, trust, and loyalty. 

In this article we’re focusing on your “brand identity,” but all three are intertwined. Look at it like this:

You need a “brand identity” (design assets) to establish your “brand” (relationship with your audience). In doing so, you’re “branding” (utilizing strategy and design to build awareness, trust, and loyalty) your business.

Your brand identity is not your logo.

When starting out, it’s not uncommon to think that your brand identity consists entirely of your logo. Yet a logo is only one part of the package. At minimum, your brand identity includes:

  • Logo and variations/lockups
  • Brand colors
  • Brand fonts/typography
  • Brand guidelines

In other words, your business’s visual brand identity is a set of graphic assets. These assets include your logo, typography, and colors, as well as guidelines for how your brand should be presented visually. 

A fun way to think about your visual brand identity is that it’s the clothes and accessories your business wears – IE: how your business presents itself, visually, to the public and your audience. There are oodles of styles and trends to choose from. Would a classic, time-tested look work best for you? Or is it a more current trendy style that you should be aiming for? And how do you know?

This is where a BIG dose of strategy comes in.

Making design decisions based on research and data gives you a solid and informed foundation. You don’t want to make stylistic decisions based on random preference. It’s not about what looks pretty. It’s about creating assets that WORK.

What styles speak to the audience you’re trying to reach? Do you see common elements in other products or services they’re attracted to? How about trends to avoid – is there something that will turn your audience off? How can you best get your message across visually? Are there colors and fonts that will have a greater impact? These are just a few questions to explore in uncovering your strategy. 

Unfortunately, developing a visual strategy is the most overlooked part of the process of developing a visual brand identity. Many business owners solely focus on fast and dirty design execution when they are ready to create their brand identities – a costly mistake you can avoid by taking the time to explore your visual strategy. 

Messaging, data, research, psychology, and more informs design decisions.

Each business’s visual strategy is informed by data including, but not limited to their messaging, core values, data about their target audience, core values, current industry data and trends, and more. That information is used to intentionally choose design elements that connect with their audience, build brand recognition, relay messaging, and much more. 

Color psychology is a popular part of this process and one that many enjoy. For example, yellow and red have been proven to trigger appetite – an intentional choice and one of the reasons you see those colors throughout fast-food chain branding.

Another design element that has an impact on your audience is something as simple as the style of your brand fonts. For example, the most basic choice of whether to use a sans serif vs. serif font for body copy affects how easily text can be read in different environments and also sets the tone in terms of the feeling you are trying to convey.

For example, using a more traditional serif font can subconsciously give the reader feelings of elegance and trustworthiness. This is not to say you can’t achieve similar feelings with sans serif fonts – but they are generally used for their clean and modern design. Whichever you use, they should be informed by your messaging, your audience, and the effect you’re trying to achieve in your branding.

The clothes or style that look great on your business, generally won’t work as well for another.

You can see that getting caught up in making things simply look pretty isn’t helpful. This is why making strategic choices in how your visual brand identity is designed and executed is an integral step to the process. It will affect your bottom line in terms of engagement, brand recognition, how your business connects with your target audience, and overall how it is received. 

It’s SO important to be armed with a full suite of strategically created and well-designed branded assets that can be used throughout your designed communications and collateral. Once you do, you’ll be on your way to creating gorgeous graphics that are instantly recognizable that will make a more powerful impact with your target audience. And once you have a solid set of branding guidelines on hand, most anyone on your team who has access to design software will be well informed to create cohesive graphics with ease! 

The arguments for and against DIY design sites:

DIY sites are a great way to experiment when you’re not ready to work with a professional. They have their place, but it’s important to note that using templated designs makes for less than original visuals. You’ve probably noticed it yourself on social media. It’s getting a bit dull. Graphics look the same aside from color or font choices.

And did you know most DIY design sites don’t transfer full copyright to you? Make sure to read the fine print. Nine times out of ten, you’ll find you don’t own the graphic you just whipped up using their software. Yep, even if you pay for a subscription. And especially if you created it using elements from their libraries.

On the other hand, by investing in custom design, you work one-on-one with a pro who gets to know your brand, its needs, messaging, and personality – a level of knowledge and process that is invaluable. Oh, and hey! You’ll receive copyright to use those graphics throughout the life of your business. Something you’re most definitely going to need.

So what can you do?

It should be said, there is absolutely no shame in using template design sites when you’re starting out. Most of our clients come to us in year two or three after they’ve experimented with the DIY route. It’s then they realize they’re missing key strategy in how their visual branding was developed. Now, they understand there’s more to it. Professional, strategic design powerfully communicates and engages audiences. It’s critical to the life of their business. If you’ve reached this conclusion as you navigate your business’s visuals, it’s time to take the next step and hire a professional. 

My aim in writing this series of articles is to help you understand the core visual brand identity elements, why you need a brand identity, how you might DIY some of this if you’re not quite ready to hire a professional, and how working with a professional can take your visual branding to the next level.

Read the second article in this series, “The Features of a Well-Designed Logo – An Assessment” and evaluate whether your logo is on the right track and includes five very important features.

Want to learn more about DIYing your Visual Brand Identity?

“Logo To Go: A DIY Visual Brand Identity Assistant” is a tool and guidebook specifically written for small business owners, who are not designers, and is meant to help better arm them with the basic insight needed in their DIY journey. BONUS: The first full chapter is available for FREE!

Logo To Go book cover design mockup
I'd like to learn more about Logo To Go!
Are you ready to take the next step in developing your business’s visual brand identity?

Work with us! We have various Brand Identity Design Packages available where we do all of the heavy lifting and handle everything for you. Book a complimentary 30-minute consultation  to get that conversation started today.

We also have an option to review and give feedback on elements of your current brand identity with one of our Light Brand Identity Audits.

By booking an audit, you’ll get
  • An understanding of whether or not your messaging is aligned with your current visuals
  • Insight on how you can improve your design assets to better convey your brand messaging
  • Suggested ways design elements can be used to engage your target audience
  • Tips on how to adapt visuals to improve brand recognition
A PDF Report Outlining:
  • What’s done well
  • What needs work/pain points
  • Areas of opportunity for better visual execution
  • Our recommendations
  • Suggested Next Steps
PLUS: A bonus credit:

A credit in the amount of your chosen package to apply to one of our custom Visual Brand Identity Strategy and Design packages.

Book a Light Audit today!

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The post Why Your Business Needs a Strategically Designed Visual Brand Identity appeared first on Nicola Black Design.

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