Branding is one of the most crucial elements of running a successful business. After all, you're far more likely to develop a longlasting relationship with your audience if you're able to resonate with them.
To brand yourself properly, you'll need to ensure that your logo properly conveys what your company does. But, this more than a simple design— you'll need a full logo kit in order to make the most of it.
Not sure where to start? Don't worry, we’ve got plenty of answers for you.
Let's take a look at everything that you need to keep in mind.
So, What Exactly Is a Brand Asset Kit?
Although the name implies that it's only associated with a brand's logo, it can actually be thought of more along the lines of an 'identity' kit. As such, it includes multiple visual elements that help define a brand's overall aesthetic.
It's crucial to incorporate one so that you can establish your company's identity as thoroughly as possible. Not only will this help you stand out from competitors, but it will also ensure that your audience is more likely to remember certain aspects of your brand clearly, such as the way your company communicates.
What Are Its Major Components?
As the name implies, this 'kit' includes a handful of assets that should be continually refined to best suit your brand. Doing so will both prevent your company's image from getting stale and allow you to best resonate with your audience.
Let's explore a few of the most notable parts of a logo kit.
One of the most important attributes of your brand's aesthetic is its color palette. Take a look at some of the most recognizable brands— Coca Cola, McDonald's, and Walmart all have immediately recognizable color schemes.
When defining your own color palette, it's essential for it to reflect the type of product or service that you offer. This is especially true since people naturally associate certain colors with different emotions.
For example, there's a reason why many fast-food restaurants make heavy use of warm colors like red and yellow.
Although it may seem like a simple attribute of a brand, choosing the wrong colors for your brand's image can have a drastic impact on how your brand is perceived.
A healthcare provider most likely won't perform optimally if they choose the same color scheme as fast-food restaurants typically do. Instead of conveying an atmosphere of trust and safety, they'll portray one of energy, activity, and perhaps unpredictability.
After you come up with your brand's primary colors, you can also include secondary colors that complement your first choice. This will help add a bit of depth to your brand's aesthetic and keep its design from being to plain.
Interestingly, many brands tend to overlook the importance of choosing a specific font to work with. Just like how certain colors convey different emotions, the same can be said about the typography choices your brand incorporates.
For instance, a strong, dense font is perfectly suitable for a land development company. A florist, on the other hand, would likely make use of a thinner, wispier font since it will portray their brand better than a large, blocky font would.
As long as your choice of font reflects your brand and the atmosphere that surrounds it, it's difficult to go wrong. Just make sure, though, that you're consistent across all platforms with the typography you choose.
If you're having trouble, take a look at your competitors in the industry. Analyze the fonts they use and take note of the consistencies between them. From here, you'll have a much easier time coming up with your own choice.
No surprise here— your brand's logo is at the forefront of this collection of assets.
But, since your logo is a part of a larger whole, it must also adhere to the other assets in this group. For instance, if your logo includes text, it should also include the chosen font for your brand. The same can be said about the colors associated with your brand.
When it comes to the actual design of your logo, it should be something simple enough for people to recognize while also conveying 'who' your brand is. Although this sounds difficult at first, the latter part can be achieved in various ways.
It's not always necessary for the shape of your logo to speak directly about your brand. Coca Cola, for example, has a logo composed of red or white text. In some instances, their logo incorporates a circular shape with a curved line through it.
The colors and typography help define the brand in this case, and this is often true for many other brands. So, choose a logo shape that's both aesthetically-pleasing and memorable and let the other aspects do the rest.
These are often used to support the other components of your logo kit. As such, they aren't quite as clearly defined as something like typography would be. In most cases, secondary elements include:
These are more or less used to 'enhance' your brand's overall aesthetic.
They aren't always necessary, though, so don't stress over including them if you can't come up with ideas that you're satisfied with. It's perfectly feasible to develop a logo kit with minimal secondary elements.
Incorporating a Logo Kit Can Seem Difficult
But it doesn't have to be.
With the above information about the importance of a logo kit in mind, you'll be well on your way toward defining your brand in the best way possible.
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