If there is one thing we are convinced of at Expliciet, it is this: good brand design is not just an aesthetic choice, but a strategic necessity. The true art lies in reconciling the two. With two decades of experience in the branding and design industry, our designer Saar shares what she believes is the power behind great brand design.
Every brand makes a promise to its customers. Nike supports athletes to ‘just do it’. We help companies to stand out. Your brand design is the packaging of that promise and the first thing customers see. And you’d better hit the mark right away because, in a world of lightning-fast first impressions, good design can make the difference between being noticed or being overlooked.
Or rather: be you. Brand design plays a crucial role in this: it is one of the foundations of a unique identity that resonates with your audience and sets you apart from your competitors. A strong visual identity creates recognition, an essential factor for brand loyalty and trust. Even without a full logo, the brand designs of these brands remain solid and recognizable to everyone.
Design is a language that speaks emotion. It should give your customers a feeling and can transform your brand into a beloved icon. The right balance of colors, shapes, and typography aims to forge a deep and lasting bond with your customer. Does it always have to be the most ‘arty’ design? No, ‘beauty’ is ultimately relative. The most important thing is that the feeling is right, and that only happens when your brand design aligns with your company’s identity.
Coca-Cola’s curly lettering has been around since the 1900s. The most beautiful design ever? Perhaps not, but the emotion it radiates is priceless.
We all have stories to tell, and so do brands. Through thoughtful brand design, you communicate not only who you are and what you do, but also why you do it. Brand design must align with your brand values, mission, and vision. It must add value to the perception of your company. Or as we say in every branding trajectory: the inside and outside must be in sync to convince your audience.
In the world of branding, consistency is king. Communicating uniformly across channels and touchpoints strengthens trust in your brand and anchors it in the minds (and hearts) of your target audience. Without recognition across all possible media, all previous points lose their value.
In our digital age, things change faster than ever. This means your brand design must not only stand the test of time but also be flexible enough to evolve with market trends and technological developments. Adaptive and future-proof without compromising your intrinsic values.
Trends come and go. How do you handle this as a brand? Recklessly trying to surf every trend is a no-go. However, you can give trends that align with your brand design and identity a chance. Most importantly: feel free to experiment, as long as you maintain your brand’s unique character.
The Expliciet logo has also changed regularly over the past decade, though recognition remained a must. On our website, we experimented with trends in our header logo. A good example is the inflatable trend, a reaction to our already too-serious world that is becoming even more stressful due to numerous crises. Inflatables reflect our desire for lightheartedness; they let us escape reality. We feel like children again, and that feels good. Brand design meets escapism.