A brand is a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. In other words, a brand is a visual representation, which people identify with a company or a product. An effective brand identity is the one in which customers associate with a high level of credibility and quality.
To begin the process we need to understand the business goals and brand personality. We need to identify the character the company or product wants to present.
Next is market and user research. We dig out the information about the market and potential competitors. Knowing this will allow us to create a unique and efficient logo and build a brand identity that will stand out the competition.
We now get into the design phase. During this process we explore logos of competitive companies. This helps to avoid unnecessary similarity with other logos in the market and make an original brand identity. The process includes: user research, market research, a creative search, creating a style direction, developing a color palette, testing in different sizes and environments and creating a style guide that sets right and wrong uses of the logo.
Once the logo is complete we get into the visual elements of the brand. This is a way of personalizing a brand with custom characters, unique typography or other visual links to the brand.
A corporate brand style is next… stationery, outdoor, vehicle branding, apparel, etc.
Lastly is the development of a Style Guide. A style guide is a document providing instructions about right and wrong ways to use the graphics created for the brand. Typically this includes the explanation of the idea standing behind the logo as well as the presentation of a corporate color palette, which can be used for different purposes. It will demonstrate the examples of incorrect usage in order to avoid poor visual performance.