There are a few basic decisions you should make when trying to develop your visual branding for your online marketing strategy. Because 80% of your brand recognition comes from the color, you should start with choosing colors. Then move on to the other elements of visual design.
Select a simple color palette
Monochromatic, Analogous, or Complimentary. This will include 1-2 primary colors and 2-3 secondary colors (Black and white will be 2 of your colors.)
Choose primary and secondary fonts
These may or may not be elements in your logo. The logo below is a combination of Arial and Footlight MT.
If you do not have ideas about fonts, I will help you with some options. Even if we choose a logo with completely different fonts, choose a basic font for the body and another for the headers of communications such as email and website. If fonts are chosen now, it will help the graphic designer in making your logo.
Design a primary logo and word mark
Draft a secondary logo and/or word mark
Select photography OR graphics
We may use a combination of both, but you need to decide if the majority of our communications will include graphics or mostly photographs. There are challenges in both categories. Graphics provide a more consistent theme, while the right photographs convey a more personal feel. Obtaining quality images on both sides may seem challenging at first, but there are ways to obtain free items on both. Photography effects can be easily added with free software. Decide which you like best and we will discuss options.
Pick a texture or effect
This can be a complex pattern or a simple color overlay that you put on top of photography. We will include these textures on most everything from printed pieces or social media to your website.
If you’re feeling stuck on your brand, engage a designer to help. Your designer should ask a lot of questions in the beginning to help them understand what the “why” is behind your brand. Spend some time interviewing the designer to see if there is a good communication fit. As the design process goes forward, communicate frequently about your desires. Most designers are visual and need you to show them, not tell them. Rather than using words to describe your preferences, use images, colors and fonts.
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