During this phase of brand creation the visual elements of color, design, and imagery will be selected. 

The fonts, color palette, and imagery that are used within your logo represent your company’s style and approach. Your logo is the sum of all of its parts and each component should be considered both independently and together. 

Did you know that colors evoke emotions? Color can differentiate you from your competitors, showcase your belonging to a particular  industry, or trigger a response from your customers — all at the same time. For example: blue creates a feeling of calmness and strength while yellow evokes energy and warmth. While brainstorming your brand color identity consider these questions:

• What emotional responses are triggered by the colors you have chosen?
• Are your business’s core values represented in your color selection?

Which font speaks best for your brand? Fonts have unique characteristics that can be used to reflect your brand identity. Serif fonts represent tradition, reliability and integrity while Sans Serif fonts are simpler in form and represent a modern approach. Scripts are often used in a playful way, but can send the wrong message if not used in the right context. Consider the fonts you like and what they say about your brand:

• Do they represent your identity and core values? 

• Are they appropriate within your industry?

When it comes to visual branding, using consistent imagery is another powerful tool. Imagery refers to the pictures and graphics that a company uses across all platforms, such as promotional materials, websites, and social media.

Choosing the right imagery is a very good way to show your customers what your company is about and the key to doing this well is through consistency. Consider this: 

• What is your target market and what type of imagery resonates with them? 

• Does your imagery represent your business’s core values?

• Would your customer be able to accurately identify your business across all platforms, if the logo wasn’t present?

If you have completed the three topics of Branding 101, you’re well on your way to creating a powerful brand.