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Company Branding

By building a strong and recognizable brand, you can help your business become more successful. Creating an effective brand identity is so important. But what all does a brand identity entail, and why is it so important?

What is a brand identity?

When creating a brand identity, you're essentially applying your brand values to any visual elements that will be used in the future to promote your business. This means that a brand identity is more than just a logo, and consists of a variety of marketing materials.

This might include:

  • Business cards
  • Stationary
  • Print materials (brochures, reports, flyers, etc.)
  • Signage
  • Product packaging
  • Apparel
  • Website

Think Branding

How To Build Brand recognition


When you think about branding, the most important aspect is your colour choices. Different colours are said to trigger different emotional responses. You need to choose the colours that are relevant to your business or service. If you will be using multiple colours, not only do they need to be relevant colours, they must also compliment each other without clashing.

Below is an example of a colour emotions chart:

brand mark


Logo or Wordmark. A logo is a graphic image, whereas a wordmark or logotype is just the words of your company or product name set in a specific, fixed way.

Logo Types

Brand Mark

While your logo should always be consistent, you will need variations based on placement and usage. For example, you may need color and black and white variations, you may need versions for horizontal and square applications. But they all should have the same essential qualities. A brand mark is just another recognisable way of knowing a company

brand mark


Typography is an art form that can alter the significance of what it communicates. Due to its effects on the context of communication, understanding typography is especially important when developing a brand identity.

When developing a brand identity, you need to consider how typography will fit into the overall brand. All communication in association with your brand will utilise your typographic decisions. Your typography can be simple and non obvious, or it can actually enhance your communication.

There are millions of fonts readily available. The font that may be used in your branding can have a dramatic influence

For example the font Elliottsix, designed by Fonthead Design, would be perfect for a nursey school but not so good for an accountant


Impact of fonts