“Symbols are vessels for meaning. They become more powerful with frequent use & when people understand what they stand for. They are the fastest form of communication known to man.” —Alina Wheeler, Designing Brand Identity
Humanity uses symbols to make sense of raw data, feelings and experiences. Symbols are the essence of language, names, math, art, commerce. Branding is no different. “Brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies differentiation, and make big ideas and meaning accessible.”9 At a minimum, brand identity will consist of a name, trademark, color palette, and typography choices. In reality, a wide array of verbal and visual symbols comprise your brand identity, whether formalized or not.
Alliant’s Brand Identity Process focuses on six critical aspects of that complex array of symbols: name, messaging, voice & tone, brandmark, typography & color, and the overall guidelines for using them. Identity design shapes how a brand is consistently recognized both inside and outside your organization.