Graphic design and branding: the emotional link with the public

Branding has become essential for companies today. Branding is a process of creating a brand that positions itself in the preferences of the consumer.

With this process the brand becomes recognized and associated with a concept that is composed of several elements, such as the name, visual identity, sound identity, communication tone, among other aspects.

The creation of a brand involves generating loyalty and trust in the public to consume these products. Branding accompanies the production of elements such as name creation, corporate identity, brand positioning, brand loyalty and brand architecture.

Since what distinguishes one brand from another has to do with its corporate identity, let’s see which are the distinctive elements that from graphic design bring meaning to the brand identity.

The graphic design and the visual elements of the brand

The graphic representations of a company are what we call visual identity, which is the combination of several elements that are established in the company’s philosophy, such as vision, mission and values. The graphic representation is designed based on a marketing plan that has previously involved research into the target audience.
The following elements are designed to establish themselves as symbols of the brand, to define the personality of the company and to create an emotional bond with the consumers.

The name

This is one of the most important elements from the branding point of view, since it is the main distinctive of the brand. The name must be easy to pronounce, must be related to the company’s activity, must not exceed seven letters (there are exceptions) and must project a positive idea about the business.

The design of a name is based on the appropriate selection of color, typography and logo.

The logo

It is a symbol of identity of a company or institution formed by images or letters. The logo must have the following characteristics: it must be legible in any format, size and material in which it is presented or reproduced; it must also be unique and timeless and create a visual impact.

The typography
The type of typography selected will serve to visually identify the company from the rest of the competition. It should be mainly legible, simple and reflect the concept of the brand. In this way the level of visual coherence reaches the consumer who accepts, identifies and consumes the brand’s products.

The color
In this aspect, the colors should reflect the culture, the personality of the company, the segment of the population to which the brand is directed, the values of the company, the history of the brand, among others. All this with the purpose of awakening and maintaining the interest of the consumer.

The image of the brand in the public’s mind is defined through a good branding process where marketing defines the necessary actions to generate credibility, trust and preference.

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