5 Design Rules for Your Branding Identity

December 23, 2020
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A brand is not just a logo; it’s so much more than that; it’s an experience, an identity, a face.

We all know a strong brand isn’t build overnight; you need a good branding strategy. And this requires design skills and a good understanding of these 5 design rules I will present in this article.

Before we start, let’s define what a brand is.

What is a brand?

According to Investopedia, a brand is an identifying symbol, mark, logo, name, word, and/or sentence that companies use to distinguish their product from others. A combination of one or more of those elements can be utilized to create a brand identity.

A brand is seen as one of the company’s most valuable assets. It represents the company’s face, the recognizable logo, slogan, or mark that the company associates with. The company is often referred to by its brand, and they become one and the same.

What Does a Brand Identity Include?

Remember, a logo is not your brand identity. When you create a branding identity, you want to create a visual language for your audience. This needs to be communicated in the same way across all platforms.

Basic brand identity includes:

  • Logo
  • Typography
  • Colors
  • Images
  • Illustrations
  • Videos
  • Interactive Elements
  • Icons
  • Web Design

The first rule you should apply just before starting out is:


Don’t create a brand when you don’t know your audience or your competitors.

How will you know to communicate if you don’t know the language of your audience?

To avoid this problem, you need to research and analyze your competitors. This will give you a better understanding of your audience.

If your brand is for old men or for kids, you need to design it that way.


Your brand needs to have a clear:

  • message
  • mission
  • statement
  • slogan
  • core values

Clarity helps you to define your brand and for clients as well. If your message is not clear enough will not be able to communicate it effectively to your potential clients.


Have you ever heard of this rule?

K.I.S.S. comes from keep it stupid simple. 

Simplicity often makes the difference. Just take a look at what Apple is doing with their brand. (subtle design, clear font, minimalistic logo)

All these are what make their brand stand out.

Don’t try to overcrowd your brand with unnecessary illustrations, multiple colors. It will just look unprofessional.


There should be consistency in your brand design; this will keep the core message intact. What do I mean by that?

Let’s say, for example, your brand uses Instagram and Facebook to keep your audience updated.

Keep the same layout(colors, fonts etc.) on both platforms, but don’t post the same thing. Your content should be adapted to the platform.

Every offer, post, product should deliver the same story. They all should be connected.

5.Adapt fast

Design trends change fast.

What is considered a standard today, next year, it can be outdated.

My recommendation is to rebrand or change your brand design every five years. Do not be afraid to make changes in your design. As in life, those who do not evolve will disappear.

Bonus: Use quality image stock for your brand

Images are the perfect addition to your brand, and they can be used for a whole range of reasons.

If you don’t have the budget to produce high-quality images for your brand,  you can use image stock from Jumpstory.

You have access to a huge range of images, and they all have a commercial license.

It’s a huge time and money saver. If you need an image, you can download it right away; it’s a fast and simple process.


Remember, if you want to create a strong brand, make it:

  • Scalable and flexible
  • Memorable
  • Distinct
  • Simple

These 5 rules will make the difference between success and failure when you create your branding identity.

About the author

Vladislav is the founder of the digital agency UNO SOFT and the webmaster of ivladislav.com.

He entered the world of Digital Marketing when he build his first website at 16 years old. 10 years later, growing sites will still be his passion and the way he earns his living.

Vladislav Vaduvescu