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.
All of these touch-points are connected and form a complex - but coherent - representation of your brand. When we create a brand system we include:
See here for some examples of brand systems in use.
- 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.