When creating a new brand identity, one of the most important components of your brand design process is your brand board. But just what exactly is a brand board?
Your brand board is a complete reference guide that compiles all of your branding elements at a glance. From logos to colors to patterns to typography, your brand board is the blueprint for your brand identity.
In broader terms, a brand board is a visual representation of your brand. It conveys the message that you would like your customers to feel when they first visit your website, your social media page, or your business.
Okay, so why do I need a brand board?
Your brand board is essential in maintaining a cohesive brand identity, and a cohesive brand identity is essential to brand success.
Using a brand board is a great way to keep your branding on track. Think of it as your brand blueprint—the resource you will always (always!) refer back to when creating any kind of graphics, visuals, or brand collateral. It's an easy reference for all of your brand fonts, color codes, patterns, logos, and textures, to ensure that any visual element you create is cohesive with your brand identity.
So how does it work, and what do I do with it?
Let's break down each component of your brand board step by step, so you will feel confident in knowing exactly how to use each element of your new beautifully designed brand identity.
Your primary logo is the main, most recognizable logo for your brand. This is the design that will be used most often for your brand materials.
Your color palette is essential because it sets the mood in your branding. To keep a consistent and recognizable brand, it is recommended that you use ONLY these colors in your branding. This includes logo variations, website, business card, social media graphics, marketing materials, etc.
Submarks + Watermarks
A submark (or icon) is a symbol that can act as a shorthand for your full logo. Submarks are particularly useful as social media profile images, where space is limited. They are also handy to have when you want to display your logo or mark your brand at a small size, such as on a social media graphic or a blog thumbnail image.
Fonts + Typography
Just like a color palette, fonts are essential to setting the mood in your branding. Script fonts are often used for feminine brands, and chunky sans serif fonts are often used for modern brands. A good rule of thumb for mixing fonts is to use sans serif fonts for headers and serif fonts for body copy, or vice versa.
It is recommended that you use the same fonts across all mediums—your website, social media graphics, printed materials, etc. Consistency is key!
These photos provide a glimpse of your brand aesthetic, and help remind you and any designers working for you the “vibe” of your brand. Use these photos and graphics as inspiration for your own brand photography or social media images. We live in a visual era (think instagram!), and visual consistency is key for successful branding.
Making Brand Magic
Keeping your brand identity consistent is essential, and having your brand board to use as a resource is a huge help when you are creating any kind of collateral for print, web, or social.
Always ask yourself this: If I put this social media graphic, business card, website graphic, flyer, shopping bag, etc, next to my brand board, does it flow with the rest of my board? Is it recognizable as part of my brand identity?
If the answer is no, revisit your design and focus on how you can pull in the colors, fonts and patterns from your brand board to make it more cohesive with your brand identity.
REMEMBER: When all of your brand elements work as a whole, that's where the magic happens!