Explained: The Role of Graphic Design In Branding, Identity & Logo

Brand messaging, corporate identity, and visual logo are the defining elements of your business. Your brand’s message, simply put, is the image and perception the public has of your company. Your branding, identity, and design communicates your company’s message clearly and concisely to your target audience. It does that through a blend of name, reputation, logo, and visual components.

Your company’s logo is the singular symbol that identifies it at a glance. A logo is used to promote instant recognition, increase awareness of your company, and encourage familiarity with your brand. Similarly, branding and identity are the personality behind your company. Your brand consists of your logo, color scheme, typography, slogan, and images – it’s all the elements that make up your complete corporate image. More than just your logo, which tells consumers who your company is, your brand tells customers and potential customers what your company does, what problem it solves for its ideal clients, and its culture and values.

Your company’s brand and identity are comprised of all the visual devices that make up its personality. The role of graphic design in branding, identity, and logo is to help your company pull together all the elements of your branding to create a cohesive message. Graphic design uses your logo, company culture, color story, and visual devices to support the overall goal of your brand. It’s a mix of the emotional connection, visual aspect, and visual identification your company or corporation portrays.

A logo is important. A logo alone, though, is not enough to establish a complete brand identity. Your brand identity, then, is the distinctive look, feel, and message that grabs the attention of your buyers, makes them take a longer look at your products and services, and leads them along the road from perusal to purchase. While the logo is the graphic symbol that represents your company, when your brand identity is done right, your buyers should be able to recognize your brand even when they don’t see your logo.

The role of graphic design in branding, identity and logo development can be explained this way. The graphic design team you work with will discuss the size of your company, your company culture and goals, and the specific needs and thought processes of your target market. They’ll help you select the right colors and fonts to position your brand for your specific audience, promote the benefits, features, and appeal of your brand, and create a visual depiction that drives engagement and sales.  A skilled graphic design team will design a pictorial story that wraps your messaging, personality, imagery, value, perception, reputation, and consumer relationship into one easily identifiable package. A design consultation will let you and your design team collaborate on research, mission, and objectives to create a complete branding and communication package.

Finally, you’ll work together to create a suite of products that results in a cohesive, organized, efficient, and systematic visual language that works in combination with written and spoken verbiage to complete your brand story with style guidelines that create a clear, cohesive look and feel your target audience will respond to and resonate with.