Brand Identity and Design

Every company and organization has its story, vision, and journey.

Branding is what we do in our businesses, organizations, or as professionals to find, describe, and convey what separates us from others offering the same services or products as ourselves.

Brand Boxes by Hanne Brøter, p. 29

Branding affects everything you do as a business owner, having a cohesive brand strategy creates trust both in the market and with your customers. Because branding is so important to any business’s marketing strategy. Every company looking to grow better should have brand guidelines. And when it comes to branding, consistency is everything.

  • Who are you?
  • What do you do?
  • Why does it matter?

Looping.Tech has provided this guide to help you through the steps of putting together a brand style guide.

Your brand identity will represent a business that is professional, trustworthy, authentic, unique, and recognizable.


It’s a fun creative challenge to make each client’s brand completely distinct and unique.

And it helps when the mission behind the brand is unique and special all on its own.


Guidelines like these are very easy to overlook, but when used properly, it goes a long way toward fostering a cohesive brand presence – especially for more complex media like infographics and data visualizations.

Don’t send mixed messages when it comes to your brand.

Brand language

When having reached a firm conception of your business’ personality, values, and vision, these attributes will be translated into visual language.

If you dig a hole and it’s in the wrong place, digging it deeper isn’t going to help.

Seymour Chwast

Trust is built with consistency.

Lincoln Chafeer

Brand style guide

A brand style guide should be an ever-evolving document.

1. Kick off your brand style guide with a great brand story

2. Present your official brand name

3. Use logo guidelines to create a recognizable brand signature

4. Include your brand’s core color palette

5. Dictate your typography hierarchy

6. Define your brand voice

7. Specify the imagery and iconography that makes up your visual style

I try to apply colors like words that shape poems, like notes that shape music.

Joan Miro

Graphic identity

Visual branding is the consistent use of graphic elements. A graphic identity, or visual identity, is the brand message communicated by a company’s logo, design schemes, characters and other visual symbols used in internal and external messages. A consistent, impacting graphic identity is an integral part of building and maintaining a strong brand image.


Color has been studied for centuries by painters from Leonardo da Vinci and Andy Warhol, and written about by famous scientists like Newton and Goethe.

Color is a strong influencer. Color is a sensory experience and as such, has a feeling. It is a powerful stimulus and can evoke strong emotions. It can be used to attract our attention, inform us – instinctively we understand things by using color.

When it comes to what color means, context is everything. There seem to be no such thing as an absolute meaning of any color. We have to consider who the person is, where he is, and what his previous experiences with a particular color are – among other things. There might be gender preferences, some widespread cultural preferences, or personal preferences (although these are not so easily investigated or researched).

The most important aspect is for your brand’s colors to support the personality you want to express.

Photographic style

Photographic style is just as important as illustrative style.

If you use photographs frequently in your branding, your style guide should specify the level of complexity, compositions, color schemes, styles, and technical specs that make photographs fit within your brand.

We recommend coming up with about twenty of your own sanctioned images that the writers can use as well. It will help keep all your branding consistent, even on sites you can’t really control.

Telling someone what camera setting to use is like giving someone the hex code of your brand colors, but for photography. You could even take it a step further and include any filters or presets your designers should use when editing photos.

Applying a uniform tone to photography through color correction can help unify our photo library. Always err on the side of cooler tones rather than warmer ones.

How branding relates to UX?

The truth is, your company’s visual branding is not about you. Your customers have to be included in the equation so your business can connect with your customers on an emotional level. That’s how they like you, trust you, believe in what you say, want your help, and perhaps what to work with you. Your customers are the OWNERS of the experiences and feelings associated with your brand.

Of course you should not try to be someone else or being inauthentic by just telling your ideal clients what they would like to hear. You must personally be able to identify with your expression and your message, but, it’s critical to consider how your expression can make the optimal impression on your client’s minds and hearts. It’s where your client’s optimal impression and your authentic expression overlaps that you’ll find the core of your brand.

How do you find out what your ideal clients like and are attracted to? Ask them.


  • Brand Research. We help you to find the core identity of your business. Why you do what you do, what your mission is, what your values and visions are, how you would like to be perceived, and who your ideal customer is.
  • Brand Visuals
  • Brand Scope

Always continue to evolve your brand identity and design and make it even better. Because we’re not done. Design is never finished.