Professional Documents
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How To Design A Memorable Brand That Catches On
How To Design A Memorable Brand That Catches On
Memorable Brand
That Catches On.
Poppie Pack
CONTENTS
HOW BRANDING WORKS
2 BRANDING PRINCIPLES
The traditional components of branding such
as vision, experience and originality.
3 DESIGN IN PRACTICE
How to use design elements such as color, type and
photo filters to create an effective brand style.
4 CASE STUDIES
Some great brand examples created in Canva to show how
to create your own style guide and marketing collateral.
6 RESOURCES
Access all the resources you’ve seen throughout the book.
Remix our graphics and create your own style guide.
AN INTRODUCTION
Today’s world is all about you see a mark that draws you
accessibility. If taxis were easy to in. The shoe with the swoosh
hail, we wouldn’t need Uber. If on the side, a familiar tagline
books were affordable, then we on a poster, or the slick looking
wouldn’t need kindles. If it was mobile phone with the graphite-
easy to ask a girl out at a party, back that grabs your attention.
we wouldn’t need Tinder. It might be that you have never
Uber gives you the GPS seen this brand before. It’s your
whereabouts of your driver with first date and you’re trying to
the model of their vehicle; Kindle work it out. It’s intrigued you and
gives you recommendations you want to know more. Through
on what book to read next their unique combinations of
based on your previous design, color and typography,
purchase; and Tinder gives you they have incited your curiosity
a shot at meeting someone and captured your attention.
you might not have the guts Behind these products are
to introduce yourself to. They companies with a deep
have all created a promise understanding of their audience
that is unique by positioning and how to engage with their
themselves as ruler of their target consumer. They have
game within the marketplace, taken a strategic and bold
quickly becoming a necessity approach to standing out from
in your life. This is branding. the crowd and are becoming
a bigger piece of the puzzle.
Every morning, on your commute
to work, whether by foot,
public transport or car, you are
bombarded with a visual feast of
billboards, automobiles, apparel,
technology, bumper stickers,
advertising screens, radio… the
list goes on. Some of these
products get lost in the chaos Poppie Pack
and fall under the radar. Then Senior Designer, Canva
1.
WHAT
MAKES
GOOD
BRANDING
KIEHL’S - COSMETICS
Established in 1851, Kiehl’s is a pharmaceutical products. The packaging, and in contrast to male. Kiehl’s are an eco friendly
family company created by a point of difference with Keihl’s their competitors, Kiehl’s offers a company with packaging
pharmacist. The logo is elegant is transparency. All ingredients, clean and less feminine approach made of recyclable material.
and simple, yet adheres to the directions and skin benefits are to design. It’s no surprise that
look and feel associated with displayed on the front of the 30-40% of their customers are
CONSISTENCY
Consistency creates the style across all these mediums
groundwork for the success is becoming harder to adhere
of your business. With the fast to. From smartphones and LED
moving influence of different billboards to social media, the
advertising platforms, the spectrum of places to apply
application of consistent design your brand is broadening.
NIKE - SPORTSWEAR
Kindle Family & PaperWhite (right) - one of Amazon’s best selling e-readers.
AMAZON - E-COMMERCE
charity diagram
BRAND + EXPERIENCE
CREATING A JOURNEY FOR YOUR AUDIENCE
Let’s talk about brand experience. already started making it. half a sugar. Exchanging a smile This has not only ruined your
Before work every morning, You hand over your loyalty card with the waitress, you rush out of morning, but tarnished the once
you go to your favorite cafe. and he stamps it (one more until the cafe to get to the bus on time. peachy ideals you associated with
When you walk up to the your free cup!), wishing you a great Once seated, you take your first your local cafe. A bad experience
counter it’s not necessary day and using your first name as sip and disappointment stings can lose a lifetime of loyalty.
to tell the bearded barista a friend would. Within minutes, across your face. He gave you a soy
your order, because he’s you have your piping hot latte with cappuccino with too much sugar.
Consider how your brand would Once you have figured out these
be summed up by a consumer. characteristics, you will find
What is the emotion your brand it easier to create your brand
is selling? Are you selling trust? identity. These elements will help
Is it vital your customers feel you choose the correct typefaces,
they can depend on you? photo filters, color palettes and
style to apply to your collateral.
Maybe you have specific values
that you are conveying through The essence of the beer is what
your brand identity. Whatever has helped Corona create
it is, these components are its visual assets. The warm
what creates your essence. imagery and style of Corona’s
The personality of your brand. advertising lures a longing for
It is the way it’s perceived the beach as well as a thirst-
by your customers. quenching need for a cool beer.
THE LOGO
A SYMBOL CREATED TO VISUALLY REPRESENT THE BRAND
“The life of a designer is a life of fight. Fight against the ugliness. Just like a doctor fights against disease.
For us, the visual disease is what we have around, and what we try to do is cure it somehow with design.”
- Massimo Vignelli
The logo or mark that is used the customer. It is the first point imperative to rememeber that company. Your logo is just one
to represent your business is of recognition. Create a logo that your logo is not your brand. It element of your visual identity.
often the first relationship that is is not only well-designed but one should not define you, but instead
formed between the brand and that is memorable. However, it is be a visual representation of your
Type-based logos: Allpress, FedEx and Coachella. Pictorial logos: WWF, Apple, Spotify, Target. Mixed logos: Bondi Harvest, Saturdays Surf NYC.
3.
DESIGN IN
PRACTICE
The following section
will explain the different
components of designing for
your brand, from color and
typeface choices, to applying
consistent style filters Design is not just what it looks like
to all your imagery. and feels like. Design is how it works.
- Steve Jobs
IMAGES +
FILTERS
VISTA
Make the still blue of lakes
and rivers gleam by increasing
contrast and saturation.
This helps the shadows
become more prominent
and separates the colors by
darkening specific hues.
MONOCHROME
Get the full effect of shapes
and forms by applying
monochrome to your image.
This doesn’t necessarily mean
that you have to make it black
and white; monochrome
simply means shades of one
color. Toggle the contrast and
brightness sliders to achieve
the optimum effect for the
features within your image.
SHARPEN UP
Create detail and texture in
your image by decreasing the
blur. This is a great way to get
the full texture of elements in
your photo. The veins in the
leaves (often hindered by the
effects of a slow shutter speed)
are now brought to life.
CREATE CONTRAST
With objects that are textural,
such as twine and pine cones,
the contrast has been increased
to accent the blends. This
feature also helps the layers
of objects offset each other
by defining the lightest and
darkest areas within your
image. The saturation has
been adjusted to enhance the
natural hues in each object.
HIGH SATURATION
In food photography, keep your
objects luminous and intense
by increasing the saturation
and adjusting the x-process.
This will also help enhance the
seperation between colors.
FILTER TIP
Make the still blue
of lakes and rivers
gleam by applying
contrast and
saturation. This
helps the shadows
become more
prominent and
separates the colors
by darkening
specific hues.
COLOR
“The purest and most thoughtful minds are those which love color the most.” - John Ruskin
GREEN YELLOW
Green traditionally Yellow represents happiness
represents freshness and and joy. The warmth of this
the environment, a natural color stiimulates mental activity
color choice for any brands and is said to capture more
related to the living world. attention than any other hue.
BLUE ORANGE
Often used with technology Friendship and adventure are
brands, the color blue is represented by the color orange.
associated with security, loyalty, You will notice that a common
integrity and harmony. visual representation of sports
will include something orange.
RED PINK
Passion, emergency, sexuality Romance and love are celebrated
and lust are the emotions in pink, this hue also relates to
most often associated with the nurturing and co mpassion.
color red. In eastern cultures, It is known to bring out the
red is the color of good luck. empathetic qualities in people.
PURPLE GRAY
Purple stands for They say this tone is known
independence, individuality as impartial, being not one
and inspiration. You will see or the other. It’s commonly a
this color used to represent neutral color that has no major
spirituality and magic. emotion attached to it.
THE COLOR WHEEL
Designed in 1666 by Sir Isaac Newton - the color wheel is the basic compass used for combining colors,
a visual representation of color theory.
BRIGHT
Bright colors are found on
the outer edge of the color COOL TONES
wheel. They are high-saturation These are colors that have
and described as a “hue”, blue tones in them. They evoke
the pure spectrum of the calm and tranquil emotions.
color (red, blue, yellow etc).
PASTELS
Pastel colors are the lightest, WARM TONES
and most diluted version of Warm tones represent energy
each color, and are located in and vibrance. They contain
the center of the color wheel. red and orange tones.
These tones have the
lowest saturation.
MIDTONES
These colors are your mid-
range tones. They have BRIGHTNESS SLIDER
an impact without over The brightness slider is the tool
dominating, and can be which allows you to lighten or
considered a little muted amplify the tone of your hue.
as they lack the vibrance
of bright colors, and the
calmness of pastels.
HEXADECIMAL CODE
Color code # The six-digit code which
represents the exact color by
specifying the values of each hue.
COLOR GROUPS ANALOGOUS SPLIT COMPLEMENTARY MONOCHROMATIC
These colors sit next to each This group is easier to work A monochromatic color palette
Choosing colors has some other on the color wheel. with than complementary is when all shades are of the
science to it. Here is a Because they are so similar colors. It is made up of two same color. It is commonly
breakdown of some of the in hue, create contrast by similar colors along with misrepresented as tones of
main color groups, and how using different tones. one contrasting hue. grey, however its true definition
they are established based is tones of the same hue.
on their location within the COMPLEMENTARY TRIAD
color wheel. Remember These colors are opposite Colors that sit in an even triangle
this is a guide; the best each other on the color wheel. across the color wheel are the
way to find colors is to This high contrast application triad group. A successful balance
experiment with different creates a vibrant pairing of these hues is when one color
palettes and combinations. and a strong visual effect. dominates over the other two.
“There are colors which cause each other to shine brilliantly, which form a couple which complete each
other like man and woman.” - Vincent van Gogh
Color combinations can come from anywhere, from the tones in nature, to the facades of buildings.
Use a color dropper tool to create some beautiful palettes of your own. Here we have collated some
nice options to inspire you.
COMBINING
FONTS
Typefaces have personality too. Different typefaces symbolize moods. Therefore, the fonts you choose
should represent your business, becoming a visual footprint for your brand.
Typography is one of the most footprint for your brand. serif and serif pairing is a nice are often called display fonts.
interesting and exciting parts of Just as certain colors work well option, as the opposing styles Remember, you don’t have to
graphic design. Different typefaces together, there is a science will create pleasing contrast. use different typefaces to get a
represent different personalities, behind font pairing also. Some You can use a more detailed or dramatic effect: use light, bold
so the ones you choose to for type combinations work better elaborate typeface (like Sifonn or and italic versions from the
your business will create a visual together than others. A sans Sacremento) as a header, these same family for versatility.
LIBRE
BASKERVILLE GERMANIA ONE
Libre Baskerville Italic HAMMERSMITH ONE ROBOTO CONDENSED
ROBOTO CONDENSED
Use the typeface Libre Baskerville Use the typeface Lora Regular
for your body copy. for your body copy.
Quattrocento OSWALD BOLD
QUANDO OSWALD REGULAR
FONT PAIRING
Use Quattrocento for Use Archivo Narrow for
your body copy. your body copy.
Yellowtail
RALEWAY REGULAR
Quattrocento
QUANDO
OSWALD BOLD
OSWALD REGULAR
Use Raleway Regular Use Quattrocento for Use Archivo Narrow for
for your body copy. your body copy. your body copy.
LIBRE
ARVO BODONI BOLD
Bodoni Italic
BASKERVILLE
COUSTARD Libre Baskerville Italic
ROBOTO CONDENSED
Use Quattrocento Regular
Use Sanchez Regular for your body copy. Use the typeface Libre Baskerville
for your body copy. for your body copy.
Design can be art. Design can be aesthetics.
Design is so simple, that’s why it is so complicated.
- Paul Rand
4.
CASE STUDY
SECTION
The geometric monogram inside and items in a house combine Colors can produce an emotional This home ware company has
the circle is a typical minimalistic to make a home. Enclosing your response, therefore the colors color coded its category sections
symbol, which is part of the logo inside a shape is extremely you choose for your products to easily identify with their
Scandinavian style. The O and P functional. It means you are should be selected with care. audience what each piece of
have been tightened together able to place it with ease no The palette below has outlined marketing material is about.
together using letter spacing matter what the background. a rationale behind the color
to symbolize the way furniture choice of each category.
Colors can produce an emotional response, therefore the colors you choose for your products should be
selected with care.
LOGO COLOR PALETTE
The font combination chosen fitting with its contemporary The filter used for Object photographs used is that it
for this brand is Sifonn and aesthetic. Sifonn, with its heavier Product is low contrast and has been shot from a bird’s
Josefin Sans, both art-deco style weight, is a suitable typeface high saturation. This creates a eye view (flat high angle), to
sans serifs. The clean and sharp for headings and call to action shallow depth of field, making showcase the products laying
edges of the typefaces represent messaging. Josefin Sans is a the objects in the image seem flat. This also creates a more
the equally crisp edges and finer font, and works well for flat, allowing the photograph to one dimensional effect which
structure of the products sold body copy and subheadings. act as a background. Another better acts as a background
at Object Product, while also vital component to all the than angled photographs.
Another vital component to all the photography used is that it has been shot from a bird’s eye view
(flat high angle), to showcase the products laying flat.
IMAGERY
TYPOGRAPHY TREATMENT
Primary Typeface
Sifonn to be used for title and headings.
J O S E F I N S A N S ( B O L D ) SUBHEADINGS
Secondary Typeface 1 Josefin Sans Bold caps to be
used for all subheadings.
J O S E F I N S A N S Bodycopy
Secondary Typeface 2 Josefin Sans Bold caps to be
used for all bodycopy.
FILTER CODE: 7E32A764640075
This filter is low contrast and high saturation. The benefit of this is that it creates a shallow depth of field,
allowing the imagery to act as a flatter style background but keeping the colors strong and warm.
Its Twitter posts use color overlay on top of the
background image which helps the collection
category stand out and enhances the white type.
COLLECTION
OBJECTPRODUCT.COM/EDIBLE
Left: A Twitter post in action. Right: Three different posts using different category colors and imagery.
The “Ribbon of Infinity” has been the page as if never ending. Montserrat has been chosen as of text, and all copy is placed
created to represent the idea that The logo can be used in any of the brand typeface. It’s a very in lowercase, this is the brand
a wish does not go away until it is the brand colors but neutral and unpretentious sans making a statement. This choice
granted. Both ends of the ribbon always at 80% opacity. serif that is easy to read and represents their lack of interest in
get smaller, but one always sits off stands out well when scaled. hierarchy or levels of importance,
There are three weights that only their brand mission.
are applied to different parts
Design is in everything we make, but it’s also between those things. It’s a mix of craft, science, storytelling,
propaganda, and philosophy. — Erik Adigard
COLOR PALETTE THE IMAGES
The Wednesday for Wishes represent the opaque thistles The image style chosen for Wishes choose wild dandelions
foundation has a soothing of a dandelion. The dandelion Wednesday for Wishes is made as a theme in marketing material,
palette made up of soft colors. is a common symbol within up of decreased brightness, as they are synonymous with
These colors have been muted brand imagery and is associated a purple tint and heavy the analogy of wishes. There
with a subtle transparency to with making a wish. x-processing. The combination is also a subtle transparency
of these effects makes for a soft applied to the images to enhance
and whimsical effect. In terms style and tone of the brand.
of the content, Wednesday for
Wednesday for Wishes choose wild dandelions as a theme in their marketing material as they are
synonymous with the analogy of wishes. There is also a subtle transparency applied to the images to
enhance the whimsical tone.
DESIGN IN PRACTICE
Here is a collection of Wednesday the text wraps around the If you are creating a Facebook been right aligned. The logo is
for Wishes collateral. The poster dandelion for emphasis. Cover or Twitter Header, there is already in your profile picture,
has more detailed information The social media posts take a an avatar on the left hand side. so it isn’t neccessary to include
in order to drive potential new more simplistic approach. It’s It’s important to compose your it in the design of your cover.
supporters. From a design vital to include your tagline and a design to the left as opposed to
perspective, you will see that call to action within your graphic. the other graphics which have
From top left: Poster, Social Media Posts and Facebook Cover.
CASE
STUDY
THREE
Orchard -
Fresh Produce
The team at Orchard are firm customers that the company is Because Orchard doesn’t for their color palette are tones
believers in “you are what you eat”. committed to supplying food in believe in artificial adjustments drawn from the first products
Orchard’s logo is symmetrical, its most natural form. Orchard will or modifications, the same that original founder, Terry
representing the natural balance nourish and connect your family rules apply to their branding. McGrath grew: blueberries,
and order that’s found in nature. with the goodness of the earth. Therefore, the colors chosen pumpkins and eggplant.
The logo serves as a guarantee to
Orchard’s logo is symmetrical, representing the natural balance and order that’s found in nature.
THE TYPOGRAPHY THE IMAGES
Orchard uses two typefaces: Source Sans Pro has been chosen The filters used for Orchard untouched feel. Increasing the
Raleway Heavy and Source as a secondary typeface for its imagery are slightly desaturated, brightness enhances the element
Sans Pro. Raleway Heavy, with easy to read quality. An added suggesting that the products of freshness. Adjusting the
its bold and geometric style, benefit is how its narrow form are free of genetic modifications. brightness also ensures that when
is used for titles and headings. contrasts nicely with Raleway. fruits and vegetables. This finish the dark color overlay is applied
gives the content an organic and the produce doesn’t get lost.
The filters used for Orchard imagery are slightly desaturated, suggesting that the products are free of
genetic modifications. fruits and vegetables.
Mr Dafoe
The team at Orchard
offer weekend tours
around the farm to
educate people on the
importance of organic
horticulture. Orchard’s
Facebook page is used
as a resource for follow
up information.
From top left: Printable fact cards, the Orchard Facebook Page featuring cover image and profile picture.
NOW IT’S YOUR TURN.
Object Product styleguide Wednesday for Wishes styleguide Twitter graphics Diagram layout
START
DESIGNING
TODAY!
Put all the tips you’ve
learned into practice.
www.canva.com