Building a Brand Identity: A Designer’s Guide

Creating a memorable brand identity is essential for any business, whether starting from scratch or rebranding, the process requires time and research.

Alana Kumar, RevPar Media’s Graphic Designer, offers insight on how to craft a brand identity that stands out.

An example of a mood board. This branding board was created by Alana for RevPar Media

Start with a Mood Board

Before sketching logos or picking colors, Alana begins with a mood board. A mood board provides a visual roadmap that captures the tone of the brand. Without a mood board, a client could ask for a “logo of a seahorse with blue and beige colors,” Alana says. “But those instructions could go in a million directions.” Asking clients to create a simple mood board helps her understand the theme of the design.

“If their mood board leans more cartoony, or more vintage, or AI dreamy, I know in an instant which direction to go in.” Specific instructions about the tone are important when designing for brands and can prevent future edits to the design.

Adding Your Personal Flair

Every designer brings their own unique style to a project, and Alana’s signature style is all about layering and texture. Her lived-in designs feature warm contrasts and textured colors.

“Instead of black, it’s charcoal. Instead of beige, it’s textured linen. A font is never a flat colour–it’s textured or distressed.” Nothing is ever flat–an important design element to note. Elements have shadows, and colors are given tactile designs. This design approach gives brands warmth and depth.

Kumar offers this sentiment about her unique design style. “If it looks like there’s a sign of beauty and age, our brain sees ‘well-loved and treasured.’”

Designing a Logo

A logo is one piece of your brand’s puzzle, but it must be versatile. A brand’s logo must look good in black, white, color, in print, and online. How can you achieve all of these things at once?

Here is Alana’s advice for logo design:

● Use a Simple Font that reflects your brand’s voice.

● Create a stand-alone icon.

● Test it everywhere. The logo should look good in print, online, and on merchandise.

A great logo must communicate your brand’s message and be a simple and powerful mark. Alana emphasizes that “having the flexibility to break down a logo into usable parts and in any color, really leads to a beautiful brand story.”

A branding project by Alana for Revpar Media

Color Theory (Without the Rules)

While technical color theory has its place, Alana follows her own rules when creating websites and logos. Her approach is all about instinct and intention.

Here’s some advice she offers on picking a color palette:

● Never use pure black or primary colors; always soften any color. I think it’s more pleasing to the eye.

● Gold and bronze are always, always, always a good idea!

● Earthy colors (sage, cornflower, maroon, marigold) always look good paired with creamy ivory, linen tones. Pairing a beautiful earth tone with textured ivory instead of flat white will instantly elevate any design.

● Bright colors, pink, yellow, and orange, look even better when layered with another tone of the same color. Using bubblegum pink? Pair it with cotton candy or magenta. Using yellow? Pair with marigold or cornsilk. Using cerulean? Pair with cornflower blue.

The biggest missed opportunity is being afraid of color. While some clients may insist on white backgrounds with no warm tones, people get excited when a brand commits to bright, signature colors.

Ready to Build Your Brand?

Committing to your signature look is important when building a brand identity. Whether you’re refining your brand or starting fresh, the key is clarity, personality, and bold choices. Are you ready to bring your brand to life? Reach out to RevPar Media and book your free consultation today, and let’s create something unforgettable.