Episode 3

Brand values and art direction

In this episode of Art Direction for the Web, I teach you about how your organisation’s brand values can
influence the art direction of your product and website.

Some people still conflate branding with an organisation’s visual identity—a An organisation’s brand values form their strategy for art direction and help
colour palette, logo, tagline, and typography—and perhaps its tone of voice. But, keep that strategy in mind when making decisions about design.
branding is more than what people hear or see, it’s about personality, purpose,
and above all the relationship an organisation has with other people.
In a few words, describe the relationship
A good business of any kind depends on good relationships. In fact, Howard
you’d like your customers to have with
Schultz-who was twice the CEO at Starbucks, said that:
your organisation:

Art Direction
“ If people believe they share values with a company, they
1
will stay loyal to the brand.”
2

for the Web

If you want to create lasting relationships with customers, you’ll need to define
3
your brand values clearly so people can feel an affinity with them.

Plenty of well-known companies have clear brand values, and these are different
from company to company. For example, Adobe is Genuine, Exceptional,
In a few words, describe the relationship
Innovative, and Involved.
you’d like your customers to have with
your organisation:
Does your organisation have clearly
defined brand values, like Adobe? If so,
Andy Clarke
what are they?
A Hardboiled Web Design video shot
1

2
Many organisations start by basing their brand values on how they’d like to be
3
perceived by their customers. Plenty of well-known companies have clear brand
values, and these are different from company to company. For example, Adobe
is Genuine, Exceptional, Innovative, and Involved. Have you defined brand values for your organisation? If you haven’t, spend
some time considering what would you want your customers to say about your
organisation, product, or service and how you’d like them to feel about it.
Does your organisation have clearly
defined brand values, like Adobe? If so, What could your organisation’s
what are they? brand values be?

1 1

2 2

3 3

art direction for the web .com