Mastering Brand Design: Your Ultimate Guide to Strong Identity

Ever wondered why well-established businesses and companies invest so much in their logos and packaging? The answer is brand design. 

Seasoned businesses know that brand design is at the heart of successful branding. It is the first thing your customers see when interacting with your business. It enables people to build an image of your brand through the visual elements of your design. Based on these design elements, your audience connects with you, and you can build a community for the products or services you sell. 

In addition to this, a robust brand design also helps businesses to stand out from their competitors. Consumers nowadays have access to hundreds of brands to choose from, so it’s essential to have a unique brand identity to get their attention. 

To better understand brand design and how you can design your brand, let’s look at some brand designing essentials. 

What is Brand Design? 

Brand design is the creation of a visual identity for a business. It involves the cohesive use of design elements, like logos, colors, typefaces, icons, illustrations, and videos, to create a memorable identity for a company.  

A company’s visual identity speaks to its audience through aesthetic elements. So, it is essential to choose these elements based on thorough research of the target audience. 

Your brand design strategy must address the following questions:

How do you want your audience to perceive your brand?

What feelings do you want your brand to evoke in your audience?

Clear answers to these questions will help you communicate your message to the target audience without confusion.  

Design Elements

Brand design is built on a foundation of design elements. Let’s take a closer look at some of these elements to have a deeper understanding of the visual aspect of a business. 


A logo is the most important component of brand design. Since it is the first thing that introduces people to your brand. Due to this reason, it is also the first element that comes to mind when thinking about brand design. 

A logo sets the tone for your entire brand and should be designed with great attention to detail. Each element should stay true to what your brand stands for and visually communicate your brand’s values and vision. 

Spend a good chunk of time and money on it. You won’t regret it! 


Colors are another crucial element of brand design. Each color is connected to a different emotion. For example, yellow evokes cheerfulness, while green symbolizes peace and calm.  

When deciding which colors to use, it is essential to focus on your industry and target audience. Some color palettes are standard for specific industries, and playing with them or their gradients in your brand design is wise. 

On the other hand, it is also important to research which colors attract your target audience. For instance, Gen Z is inclined towards brighter, bolder colors, while the Millenials lean towards more neutral palettes. If your brand caters to the younger generation, using bright reds, yellows, and oranges should be part of your design strategy. 

Since millions of people will interact with your brand, counting on your taste alone for your color palette can be risky. What you see as a perfect color combination may come across as odd to your customers. To avoid mishaps like this, we suggest using color theory to back your combinations with scientific evidence. 


Fonts are essential to brand design. They are the medium through which you communicate all your marketing messages. It is important to choose the right fonts for your brand. Again, this decision should be based on thorough research of your niche and audience rather than personal preference. 

Ensure the fonts you use to express your message align well with the rest of your design strategy. For example, avoid using a funky font with a neutral color palette and vice versa. We advise you to handpick 1-2 fonts and stick to them throughout your brand design. This will project a consistent brand image to your audience and build trust. 


Illustrations have the power to bring any design to life and can add uniqueness and individuality to your design. You can use them to graphically represent a concept or a process or build context to your message. 

Remember to incorporate your brand identity into the illustrations you use. Be consistent with the type of illustrations you produce for your branding across all platforms: print or electronic. 

Another perk of using illustrations in your brand design is that they make your brand more memorable. Using signature illustrations helps people develop a connection between the illustrations and your brand. Brands like KFC, Disney, and MailChimp have all mastered the art of creating custom illustrations in addition to their logos.  


contact icons designed

Image alt text: contact icons designed for the web by a graphic designer 

Using icons in your brand design can help you convey complex messages in a simple way. This improves your brand’s accessibility among the masses, as more people are able to connect with it. 

The concept of iconography is to use simple graphical designs to deliver complicated /elaborate ideas. For instance, a phone icon on a website conveys the message “contact us via a phone call” without having to write it down. 

Creating icons unique to your brand is a great idea to make your brand popular among your audience by simplifying your message. 

How To Start Designing Your Brand The Right Way? 

After perfecting individual design elements, you can combine them all to begin your brand design journey. 

Have a look at our easy-to-follow guide on brand design. 

Know Your Target Audience 

Brand design and knowing your target audience go hand in hand. You must analyze the demographics of your target audience. After all, these are the people you are trying to sell your products or services to. Starting to build a brand identity without knowing who you’re trying to sell to is a recipe for disaster. 

Scrutinize the market you are selling in and who your ideal customers are. Once you identify these foundational aspects, you can use design elements that attract your target audience to your brand. 

For example, if you sell drum sets, your audience will most likely connect with your brand if they see modern fonts, contemporary color combinations, and funky illustrations as part of your brand design. 

On the contrary, a company that sells surgical instruments should aim for straightforward messaging and a neutral color palette to connect with its audience. 

Craft a Clear Mission Statement 

Your mission statement briefly explains what you do, who you do it for, and what you aim to achieve through your business. It should guide your brand’s message and its design. 

People connect with brands whose mission and design identity are aligned. When they see elements of your business mission statement make their way into your brand design, they are more likely to gravitate toward your brand. 

For example, a company whose mission statement is “inclusivity for all” should feature people of all body types and colors in its brand design. This will convey that the company’s mission statement and design ideology are in sync, and that builds trust. 

Use our template to craft your brand mission statement:

Hi there, we’re Devsarmy. 

We’re a (*multi-talented design agency and software development company offering a range of design and software services to businesses and startups)*. And we’re on a mission to (*turbocharge your next IT project)*.  

Insert the specifics of your own business in the parenthesis, and you have your mission statement ready. 

Work Out a Visual Identity 

You’re almost done with creating your business’ brand design. With your user persona ready and your mission statement in place, all there’s left to do is to string everything together. 

To start off, we suggest you create a logo design for your brand. It should cater to your audience and encompass your mission statement. Gather all your design elements: colors, font pairings, icons, and illustrations to create a compelling logo. 

Once you have a finished logo design, keep improving by asking questions. Do the elements in your logo resonate with your customers? Are the color combinations right? You can also test your brand design by asking people from your target audience questions about it. What do they feel when they look at your logo? What emotions do the colors evoke in them? Do they connect with the fonts you have used? 

After perfecting your brand design down to every detail, you are ready to launch your brand with a design that connects your product or service to the right people every time. 

In a Nutshell 

Brand design contributes to the uniqueness and memorability of your brand. And these two aspects are crucial for any business to succeed, especially in today’s digital era. 

With more and more businesses springing up, consumers have millions of options to choose from. To grab your audience’s attention, it is essential to come across as a brand with personality and uniqueness. 

Get Ready To Hire Brilliant Designers

It can be time-consuming and expensive to hire skilled designers these days. But with Devsarmy’s global pool of technical talent, you can hire the most creative designers within your time zone in less than 48 hours!