Where brand identity design began and where it’s going Part I
Brand identity design is much more than a logo.
Brand identity design has been a crucial element in marketing and advertising for decades, with businesses relying on visual cues to attract and retain customers. Over the years, it has evolved significantly, adapting to changes in technology, culture, and consumer preferences. Over the following blog posts we will explore the history and future of brand identity design from a global perspective, looking at the factors that have shaped the industry, and the trends that are likely to shape it in the future.
The evolution of brand design
Let’s explore the early days of brand identity design, in particular at how logos and visual branding were used by businesses in the 20th century. This includes the creation of iconic logos like Coca-Cola, IBM, and Nike, and an examination of how they have evolved over time to reflect changes in technology, culture and consumer preferences. This section also looks at the role of graphic design in brand identity, examining how typography, color and other design elements have been used to create memorable and recognizable brand identities.
The early days of brand identity design were characterized by simple, iconic logos that were designed to be easily recognizable and memorable. Companies like Coca-Cola, IBM and Nike created logos that have become instantly recognizable around the world, even to people who do not speak English.
One of the earliest examples of modern brand identity design is the Coca-Cola logo, which was created in 1887. It was designed to be simple and recognizable, with the distinctive Coca-Cola script that has become synonymous with the brand. Over time, the logo has undergone a number of changes, but the basic elements have remained the same, reflecting the brand’s commitment to consistency and longevity.
Another iconic brand that has been successful in creating a memorable brand identity is IBM. The company’s logo, which features a simple, sans-serif typeface and a horizontal stripe, was created in 1972 and has remained largely unchanged ever since. It has become synonymous with innovation and technological advancement, and has helped to establish the company as a leader in the field of computing and technology.
As a final example, Nike stands out as another brand that has withstood the test of time and evolving consumer behaviors. The company’s logo, which features the iconic swoosh symbol, was created in 1971 by graphic designer Carolyn Davidson. The swoosh is synonymous with the Nike brand, and has helped to establish the company as a leader in both athletic and lifestyle apparel and footwear.
As the field of brand identity design has evolved, designers have begun to focus more on typography and color. Typography plays a crucial role in brand identity design, as it can be used to create a distinctive look and feel for a brand. Many companies, including Apple and Google, have created unique typefaces that are instantly recognizable and help to establish the brand’s visual identity.
Color is another important element of brand identity design, as different colors can evoke different emotions and associations. Blue is often associated with professionalism and trustworthiness, while red is associated with passion and excitement. Many brands have carefully chosen colors for their logos and other branding materials, in order to create a specific emotional response in their customers. Some examples of brands leaning heavily into color to establish their identity include Tiffany’s iconic shade of blue, T-Mobile and magenta and Home Depot’s consistent use of orange.
One of the most important aspects of brand identity design is consistency. Companies that have successfully established memorable brand identities have done so by maintaining a consistent visual identity over time. This consistency can be seen in everything from the logo to the typography to the color scheme. By maintaining a consistent visual identity, brands can establish a sense of trust and reliability with their customers.
In recent years, there has been a trend towards simplification in brand identity design. Many companies, such as Airbnb and Instagram, have simplified their logos and other branding materials in order to create a more modern and streamlined look. This trend towards simplicity reflects the changing tastes and preferences of consumers, who are increasingly drawn to clean and minimalist design.
At pivotal moments, rebranding is the most effective way for leaders to signal significant change. Are you at a pivotal moment? Drop us a line, and we'll be in touch.