NO MORE BORING BRANDS

Why You Need a Versatile Brand System

WHAT IS A BRAND SYSTEM?

A brand system is a collection of logo designs, brandmarks, patterns, subgraphics, and any other visual element that comes together to represent the same brand. When it comes to logos, any one brand should have at least two logos as part of their visual identity. In Your Guide to the 7 Types of Logos we go over the various logo styles:

  • Wordmarks
  • Emblem Logos
  • Mascot Logos
  • Combination Marks
  • Pictorial Logos
  • Abstract Logos
different logo orientations in a brand system
different logo orientations in a brand system
tagline graphics for a brand system
tagline graphics for a brand system

WHY BRAND SYSTEM DESIGN ADDS VALUE

It’s All in the Details

Every part of your brand’s visual identity should be striving to connect and resonate with your target audience. Investing time and effort into designing a brand system speaks volumes to your brand’s value because it shows you care about the details.

Level Up Your Brand Personality

It’s important to remember that branding is all about connection. A comprehensive brand system levels up your brand’s personality and offers more for your audience to grab onto visually. It provides a reliable brand experience without growing tired.

Strong Brand System Design Equals Versatility

Without a range of logo orientations you are limiting your brand’s ability to showcase itself prominently in every orientation. Having supporting icons, logos, and brandmarks gives you versatility for each product or platform’s different dimension requirements.

starbucks storefront
starbucks storefront
Image: menemshasolutions.com

BEST WAYS TO USE YOUR BRAND SYSTEM

Identify Where You’ll Use Your Logo

When setting out to design your brand system, it’s important to consider all of the different places your logo or brand identifiers will be used. Let’s start with the overarching categories:

  • digital
  • print
  • product/service
  • promotions
  • packaging
  • internal
  • apparel
  • merchandise

Product Lines

Say you will be launching a product line, how can you integrate this product line’s design into the development of your brand system? Let’s look at Adidas as an example. They have a series of logos used throughout their brand. All of the logos share the same common motif, the iconic three stripes.

adidas brand system design
adidas brand system design
Trefoil, Equipment, and Style logos | Image: Turbologo.com

Services

In Adidas’ case, they have a different icon affiliated with different product lines — but there are other ways to adapt your brand system to products or services. If you know your services will be growing, be mindful of how you style and design the visual identity for these services early on. FedEx, for example, has a range of delivery services, each represented by a different colour.

fedex brand system design
fedex brand system design
image: Logaster.com
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