DESIGN SCHOOL WORKSHOP FOUR
Branding Basics
INTRODUCTION
Why branding matters
BRANDING is an important design trade, devoted to the art of visual
cohesion. Whether you're branding for a multinational company or
developing your public identity, it's important to use your graphic
elements consistently so that you can incite immediate recognition
and a positive perception that's unique to you and your brand.
TODAY'S
Agenda
Color
F
Fonts Photo Filters Bringing it all
together
Colors
COLORS
Color psychology
Consider the sentiment you want to evoke from your audience. Colors
influence emotion and can be effective in building your brand's voice.
COLORS
Color and brands you know
Possibility Active Trust Strength Anticipation Loyalty
The most successful brands have carefully selected their color palettes to
reinforce their company values and characteristics.
COLORS
Color schemes and brands you know
Some brands reach a broader audience by using a full color palette.
In these examples, everyday brands eBay and Microsoft use red
(excitement), blue (trust), green (security), and yellow (happiness).
COLORS
Pick a color palette
KIT & CO INTERIOR DESIGN
#dab9a2 #eadecc #00675d #4d5565
sand mint seabreeze charcoal
The color palette sets the groundwork for the character of your brand.
Never choose more than 4 colors to keep your palette focused and recognizable.
COLORS
Use the same color schemes
KI T & CO
I N T E RI O R D E S I G N
KIT & CO
Summer Catalog
KIT & CO
Annual Investor Report
#dab9a2 #cbdfd1
sand mint
#81c1bf #4d5565
seabreeze charcoal
Use the colors in your color palette consistently to reinforce recognition of your
brand throughout all of your marketing materials.
F
Fonts
FONTS
Use suitable fonts
Title
Railway heavy, 32
Subtitle
Railway, 18 ALSHAM CO.
FASHION PHOTOGRAPHY
Body
Roboto Condensed, 14 SERVING LOS ANGELES SINCE 1976
Typefaces influence how your brand is depicted by the world. Consider whether
your brand is traditional or modern, daring or sophisticated, playful or corporate.
FONTS
Fonts and brands you know
Headline Headline
Futura STD Book Couture
Secondary
Times
Source: slamxhype.com
FONTS
Fonts and brands you know
Headline Headline
AvantGarde LT Medium (modified) Futura STD Extra Bold
Secondary Secondary
Arial Trade Gothic Bold
Source: slamxhype.com
FONTS
Fonts and brands you know
Headline Headline
Granjon LT Regular Helvetica Neue Bold
Secondary Secondary
Futura STD Book Courier New
Source: slamxhype.com
FONTS
Use the same fonts
KI T & CO KIT & CO
I N T E RI O R F all C at alog KIT & C O
DESI GN I n t e rio r D e sign
Browse >
Title/Logo KIT & C O Design >
Railway heavy SEMI-ANNUAL SALE
F i n a l W eek
Subtitle
Railway
Body [email protected]
Railway thin
Whether you're creating business cards, presentations,
or designing a website, make sure you use the same fonts
across all of your marketing channels.
FONTS
Consider how your logo will be used
Logo
centered, minimum size and
still readable
Tagline
centered, equal padding all Amazingly Simple Graphic Design.
around to bring focus and clarity
Create basic guidelines for how your logo is used to ensure readability and
sufficient padding around the logo and any taglines.
Proceed to tutorial
Photo filters
PHOTO FILTERS
Apply a Canva photo filter
Normal Grayscale Selfie
Drama Nordic Street
Epic Retro Summer
Festive Rosie Whimsical
PHOTO FILTERS
Photo filters and Red Bull
Photo filters can be used to create consistency in your brand. Energy
drink Red Bull uses warmer, more desaturated filters to create
timelessness within an action-packed moment.
PHOTO FILTERS
Photo filters and Kinfolk
Kinfolk lifestyle magazine chooses clear, slightly muted filters to
give their imagery a high contrast but natural look.
Proceed to tutorial
PHOTO FILTERS
Customize your filters and save the code
Bringing it all together
BRINGING IT ALL TOGETHER
Presentation design
Keep your presentations sharp and professional by choosing a bold title
page and consistent content pages, all of which reflect
the aesthetic of your brand.
BRINGING IT ALL TOGETHER
A4 documents
You can keep your one-page documents looking sharp for external
stakeholders by maintaing the same format, layout, and branding.
BRINGING IT ALL TOGETHER
Social media
Canva on Pinterest
Your logo and color scheme are the anchors for your social media profile.
Use them consistently to reinforce your brand recognizability.
Coca-cola on Facebook, Twitter, and Pinterest
BRINGING IT ALL TOGETHER
Social media
Canva on Facebook
Coca-cola on Facebook, Twitter, and Pinterest
BRINGING IT ALL TOGETHER
Social media
Canva on Twitter
Proceed to tutorial
