Brand Designing - The Journey from Traditions to the Digital Age

Designing is a very important step towards creating an identity for a brand. It is no more limited to traditional media, and digital designing is gaining an importance of its own.
"When the saint preaches tranquility of life, artist preaches tranquility of design", said Van Zeller. If you say art and business walk side by side, then this is not wrong.
"Branding is design because every consumer's contact with a brand involves the name, product itself, the logo, the colors, the signature tune, the advertising, the packaging, and the store", says Sujata Guha.
The three key rules of marketing are brand recognition, brand recognition, and brand recognition. To carve or enhance a brand's recognition, excellence in design is required.
Brand Design
"Brand equity is built upon the emotional meanings of brand design and brand promotion. It is not dependent upon its sources of production or the source of its company's ownership", says M. Kotler.
Brand designing is accountable for the visual articulation of brands across all packaging and promotions. Brand design solutions connect with consumers, build brand loyalty, and produce superior quality packaging to achieve competitive edge in the marketplace.
It is an art and a science. The art is in interpreting key competitive advantages visually, and the science is in knowing how to use any and all media available, to connect you with your audience.
Before Designing a Brand
A 'brand' in simple terms is a name, term, sign, symbol, design, or the combination of all. While describing brand design in detail, Paul Barlow says, "Brand design encompasses a vast array of design disciplines, from traditional graphic skills to digital design, broadcast animation, retail, interiors, and even architecture. Nowadays, even products are considered to be an expression of brand design, as each and every manifestation of an organization communicates the brand value".
Elements
There are various elements involved in the process of designing a brand.
Color
Color is the most important of the elements. The color that a brand is represented by, does not only represent its strength but also its stability. Hence, colors like red, yellow, black, or any bright color that gets noticed at first glance must be used. Further, building synergy is also vital, which requires a balance of proportions, good positioning on the product, and choice of colors that are closely associated with the brand. For example, Cisco, a company that manufactures networking equipment, has its name 'CISCO' in red, and a couple of blue bars above the word in its logo. The red color depicts determination, whereas, the blue color depicts prosperity, excellence, and calmness.
Style
A logo is what makes a brand stand out. Artistic minimalism can be used for the same to make a powerful statement. ICICI uses it in its logo by overlapping an orange round with a brown one, and adding the letter 'I' to it, in a way that the letter is colorless and still seen. Hutch by Ogilvy, when launched, used minimalist aesthetics as well - the large, blank 'white spaces' with a close-up of a smiling face, and a crisp, bold 'Hi' was striking, and immediately moved Hutch into a league of its own.
Brand Theme
Music is greatly integrated in brand designing. A brand is not limited only to its logo, color, and curves, but music can also define a brand in many ways. The use of special themes can establish an identity for a brand. Take the jingles of Nescafe, Titan, or Airtel for example. Airtel reached to new frontiers in branding when it unveiled A.R. Rahman's catchy signature theme, and used it to redefine the brand.
Designing in a Digital Economy
In a digital platform, like the Internet, you only have a second to make a powerful impression. So, the design should reflect professionalism and trust. It should also manage to generate interest in your target audience, to initiate compelling sales overture.
Brand designing from an e-commerce perspective is more than just an aesthetically pleasing graphic design. The design of the user interface on the Internet is often of critical importance. So, have a tactical rationale for the placement of every graph, image, and word, thus, making a design knowledge based brand.
In the design process, companies can also integrate knowledge of their customers' needs and wishes directly with new knowledge about materials and design.