WEBVTT Kind: captions Language: en 00:00:01.930 --> 00:00:09.280 Branding and identity are all around us—on websites and product packaging… on different 00:00:09.280 --> 00:00:16.980 types of advertising… even on personal items, like documents and business cards. 00:00:16.980 --> 00:00:23.119 Simply put, branding is what other people think—about you, your company, your product, 00:00:23.119 --> 00:00:25.789 or your service. 00:00:25.789 --> 00:00:31.250 Visual identity is what that brand looks like, from your logo to your color choices and so 00:00:31.250 --> 00:00:34.440 much more. 00:00:34.440 --> 00:00:36.890 Strong visuals can be very persuasive. 00:00:36.890 --> 00:00:40.160 Think of your own experiences as a consumer. 00:00:40.160 --> 00:00:45.100 Have you ever chosen a product simply because you liked the way it looked? 00:00:45.100 --> 00:00:49.800 Understanding visual identity can help you make more thoughtful design decisions, regardless 00:00:49.800 --> 00:00:54.730 of your role, medium, or skill level. 00:00:54.730 --> 00:00:57.920 Visual identity is kind of like a preview of your brand. 00:00:57.920 --> 00:01:03.170 Each part of your design is a clue that tells the viewer what they can expect. 00:01:03.170 --> 00:01:08.520 Your tone can be classic and refined… or a little more out there. 00:01:08.520 --> 00:01:13.630 No matter what, every element works together to show exactly what your brand is about. 00:01:13.630 --> 00:01:17.170 Of course, it's not all business. 00:01:17.170 --> 00:01:22.720 You can apply the concept of identity to almost any type of project, big or small. 00:01:22.720 --> 00:01:27.729 Whether you're updating your resume… or looking for ways to enhance your website… 00:01:27.729 --> 00:01:33.250 there are lots of benefits to having a consistent visual style. 00:01:33.250 --> 00:01:38.520 Some companies use an actual style guide to keep their brand looking consistent. 00:01:38.520 --> 00:01:44.170 If you're just getting started with design, it's OK to take a more casual approach. 00:01:44.170 --> 00:01:53.829 The main components of visual identity are: Logo, color, typography, and images. 00:01:53.829 --> 00:02:00.149 A logo is what identifies your brand using a particular mark, type design, or both. 00:02:00.149 --> 00:02:05.540 The most effective logos tend to be fairly simple—something viewers will recognize 00:02:05.540 --> 00:02:07.619 and remember. 00:02:07.619 --> 00:02:12.379 Every element of your logo contributes to your brand identity, including your font choice, 00:02:12.379 --> 00:02:14.989 colors, and other imagery. 00:02:14.989 --> 00:02:19.340 Change even one of these elements… and it can have a big impact on the way your brand 00:02:19.340 --> 00:02:20.510 is perceived. 00:02:20.510 --> 00:02:24.579 In practice, logos are everywhere. 00:02:24.579 --> 00:02:30.209 Look closely, and you'll find them in corporate settings… as well as out and about, representing 00:02:30.209 --> 00:02:34.659 small businesses, freelancers, and other entrepreneurs. 00:02:34.659 --> 00:02:39.889 A logo is a lot like a literal brand—it's how people come to recognize you and identify 00:02:39.889 --> 00:02:42.699 your product or service. 00:02:42.699 --> 00:02:45.209 That's why it's important to use it wisely. 00:02:45.209 --> 00:02:50.319 A logo that's pixelated, distorted, or too small to read could give viewers the wrong 00:02:50.319 --> 00:02:52.079 impression. 00:02:52.079 --> 00:02:57.410 Keep a master copy that's sharp, high quality, and big enough for any project. 00:02:57.410 --> 00:03:01.529 That way, you're prepared for anything that might come along, whether it's a simple print 00:03:01.529 --> 00:03:07.989 job… or something else entirely. 00:03:07.989 --> 00:03:11.909 Color helps define your brand in a very powerful way. 00:03:11.909 --> 00:03:15.939 Not only does it make a strong impression on the viewer; it also creates a sense of 00:03:15.939 --> 00:03:21.680 unity when used across multiple projects or platforms. 00:03:21.680 --> 00:03:25.819 Most brands derive their main colors directly from the company logo. 00:03:25.819 --> 00:03:30.040 Additional colors can help you expand the main palette and further define your brand's 00:03:30.040 --> 00:03:31.989 personality and style. 00:03:31.989 --> 00:03:35.659 There are lots of ways to use brand colors. 00:03:35.659 --> 00:03:40.959 Just be careful not to go overboard or ignore basic design standards. 00:03:40.959 --> 00:03:47.620 Avoid common pitfalls like colors that vibrate… or threaten to overwhelm your design. 00:03:47.620 --> 00:03:55.269 Make sure to include neutrals in your color palette, like black, grey, white, or off-white. 00:03:55.269 --> 00:04:00.909 Text is one of the simpler aspects of identity, but it can be surprisingly expressive. 00:04:00.909 --> 00:04:06.260 All it takes is a different font… and you can subtly (or not so subtly) change the entire 00:04:06.260 --> 00:04:09.089 look of your brand. 00:04:09.089 --> 00:04:16.090 Most brands choose 2 to 3 fonts—often inspired by the logo—for basic, everyday use. 00:04:16.090 --> 00:04:20.280 Creative fonts should also be chosen with care and should be a reflection of your unique 00:04:20.280 --> 00:04:21.669 visual identity. 00:04:21.669 --> 00:04:27.759 There are certain fonts that professionals know to avoid—fonts that were once popular, 00:04:27.759 --> 00:04:31.660 but are now considered outdated and overused. 00:04:31.660 --> 00:04:37.660 When in doubt, a more timeless, understated font is less likely detract from your message. 00:04:37.660 --> 00:04:43.740 Your font choice should complement your brand, but still be current and professional. 00:04:43.740 --> 00:04:47.430 Images are a huge part of building a unique identity. 00:04:47.430 --> 00:04:52.610 Every photo, graphic, icon, and button is a chance to showcase your brand and shape 00:04:52.610 --> 00:04:55.150 the way that it's perceived. 00:04:55.150 --> 00:05:00.830 In professional settings, images are usually created specifically for the brand; for instance, 00:05:00.830 --> 00:05:06.060 pictures in a catalog… or graphics in an app. 00:05:06.060 --> 00:05:10.729 Beginners can get similar results by choosing images with a subtle through-line, like a 00:05:10.729 --> 00:05:20.080 signature color… a shared subject… or a consistent graphic style. 00:05:20.080 --> 00:05:25.030 Most importantly, avoid images that feel generic or obviously staged. 00:05:25.030 --> 00:05:29.580 This is difficult if you're relying on third party stock, but there are ways to set your 00:05:29.580 --> 00:05:31.520 brand apart. 00:05:31.520 --> 00:05:36.550 Avoid images that lack context or appear frequently in other brands' designs. 00:05:36.550 --> 00:05:45.230 Instead, choose images that seem genuine and feature authentic people, places, and things. 00:05:45.230 --> 00:05:48.289 Visual identity isn't just a marketing tool. 00:05:48.289 --> 00:05:51.830 It's a way of looking at design that removes a lot of the guesswork. 00:05:51.830 --> 00:05:56.830 With a clear vision of your brand, you know exactly what colors, fonts, and images to 00:05:56.830 --> 00:05:58.050 use. 00:05:58.050 --> 00:06:04.749 You can create consistent works that viewers will remember. 00:06:04.749 --> 00:06:08.470 Thanks for joining us for the basics of branding and identity. 00:06:08.470 --> 00:06:22.859 Check out the rest of our design topics, including color, typography, and more.