What is a Brand System?

A Brand System is how design elements work together to visualise a brand. A strong one is the backbone of a solid corporate identity.

By Cat HowPosted in Ideas

A Brand System is a collection of design elements that together make a meaningful unit. Combined, they allow all your communication to speak in one consistent voice. See here for some examples of brand systems in use.

All of these touch-points are connected and form a complex - but coherent - representation of your brand. When we create a brand system (following brand strategy development and as part of a brand identity design) we include:

  • Logo: an image, text or shape that when combined depicts the name and purpose of your company. On a deeper level, it has to convey the attributes, values and personality of your company too.
  • Brand Colour Palette: a unique colour combination that expresses the personality of your brand. 
  • Brand Font: a set of fonts that convey the personality of your brand. Different fonts evoke different emotions, so choosing them is an art. There are three main groups - serif, san serif and script.
  • Brand Mark: a graphical symbol which becomes the primary visual signifier of a brand.
  • Brand Pattern: a pattern made from elements of the Logo, Brand Mark or other graphical assets generated in the production of a brand identity.
  • Imagery: any imagery or photography which is art-directed, treated or digitally manipulated in a way that reflects or represents the brand.
  • Typography: the use of brand fonts in the size of paragraphs and copy; as well as how messaging interacts with logos and other brand marks.
  • Layouts: the ratios and distribution between your brand elements.

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