The Six Steps to Creating a Cohesive Brand Identity 

In today’s saturated market, companies are no longer able to simply slay their logo across marketing materials and their site to get noticed.  If you’re looking to develop a cohesive brand identity that will stand the test of time and be memorable, you’ll have to go beyond the simple logo and look for ways to add consistency to your brand identity.  

Stick with a Small Number of Fonts 

While it may seem like a good idea to find a fun and quirky font for each individual project or page on your site, in most cases this can come across as amateurish.  Instead, you should pick fonts that are easy to read and can also be utilised for a variety of purposes.  If you’re all adding creative flair, then you’ll be happy to hear you can be far more creative with fonts used for headlines. 

Consistency is Key When it Comes to Colour Palette 

When you are building the colour palette to use for your brand identity make sure you pick colours that complement one another.  If you’re a little unsure how to match your logo colours why not consult with a professional designer? In most cases it is definitely worth the money to get an expert to design a multi-purpose colour scheme. 

Make Use of a Theme When Picking Illustrations 

Some brands opt for a cartoon theme for their sites and will only utilise cartoons to illustrate their pages, while others will choose to use line art or classic black and white imagery. When it comes to your brand, it’s important that you choose a theme that will fit with your overall brand identity.

Explore Custom Design Elements 

While some may see this as design overkill, even the small buttons and icons on your site should be coordinated with one another.  Again, one of the easiest ways to make sure each design element complements both your colour palette and your logo is by hiring an experienced graphic designer. 

If it is not possible for you to get custom design elements for your website and marketing materials, then at least spend time finding a set of graphics that be used consistently.

Experiment with Different Final Logos 

You won’t always be working with the same sized and shaped space for your log.  This is why it’s useful to have vertical and horizontal version of the logo pre-prepared.  Having these different logo options prepared means that your logo can easily be scaled to suit different sizes.

A Consistent Brand Voice is Crucial 

Even if you’re able to do all of the content for your brand yourself, you still need to remain mindful that the same general tone and formality is used throughout all of your writing. Choosing a writing style that works well with the visual images you wish to portray will make it easier to appeal to your target consumer. 

If you’re still feeling at a loss when it comes to cultivating a lasting brand identity, then why not look for some much-needed inspiration. The Pearlfisher San Francisco team are geniuses when it comes to creating a cohesive brand identity – make sure to check out their latest work for some top tips.

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