The 5 Most Common Brand Elements
Whether you're a new and growing brand designer or a business owner looking for a creative refresh, it's important to know what to expect during the branding process and, even more importantly, what elements are expected to be designed and finalized in a brand identity.
One of the joys of being a brand designer is the ability to customize branding packages for each client. While each designer includes different elements in a brand identity, here are the five most commonly included elements, which I consider essential:
Logos (including submarks and icons)
Color Palette
Typography
Collateral
Style Guide
Of course, there are nuances within each of these elements, and you can always add extra flair to your branding packages. That's the beauty of it—you’re the designer, and you can choose how to build off these five elements. Let's dive deeper into these brand elements to give you a better idea of what they consist of.
Logos, Submarks, & Icons
This category can be split into three different brand elements, but since they all consist of similar visual symbols, we'll group them together.
Most brands will have multiple logos for different media types or platforms. There is a primary logo used prominently on all customer touchpoints. Alternate logos can be used alongside the primary logo or when the primary logo doesn’t fit the media being used.
Submarks and icons are also essential. Submarks & icons aren't considered logos or replacements for logos, but they play a huge role in the visual recognition of the brand identity. Submarks are graphic elements inspired by the primary logo, used playfully throughout the brand’s identity. Brand icons are identifiers that enhance brand recognition, significance, and depth, commonly used on social media, profile pictures, highlight cover photos, website icons, or watermarks. Remember, these are additions to the logo, not replacements.
Color Palette
Colors are crucial for creating a brand identity that reflects your client’s core values and resonates with their ideal customer. Depending on the brand, there might be one or two colors or up to four or five. Colors evoke emotions and feelings that directly connect with the brand’s ideal customer.
Typography
Typography is vital for a brand identity and plays a significant role in creating consistency across all customer touchpoints. The typography system you provide should typically include 2-3 fonts. I usually choose fonts that differ from the primary logo but still complement it. For example, if I use Helvetica in a brand’s primary logo, I will select a different font for website copy or other text, ensuring the logo stands out without competing with the brand typography.
Typography can also include any custom lettering you created for your client. This is crucial, as the client can't access your custom lettering as a font anywhere else but from you!
Collateral
Any additional items designed beyond the brand identity are considered collateral. This could include business cards, social media templates, sales or pricing decks, or packaging. Providing these items is a great way to add value to your higher-tier branding packages.
Style Guide
Any brand identity you design needs to have a style guide. Think of it as the rule book for the brand. Rather than limiting the client on what they can or can’t use, the style guide empowers the client to maintain the brand's look and feel consistently across all platforms as the designer intended.
Now you know the five essential brand elements to include in your brand identity. Remember, as the designer, you have the liberty to add what you see fit, such as patterns made from brand icons, animated GIF logos, or even web design! Now go have fun designing!
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