Beginning Graphic Design: Branding & Identity

July 30, 2019 posted by

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


98 Replies to “Beginning Graphic Design: Branding & Identity”

  1. TECH IN 5 says:

    Stellar as always. Thank you.

  2. Stanley Fernandez says:

    Can help with the spanish subtitles?

  3. Stevan Djatmiko says:

    Thank you so much, i learn a lot!

  4. Jesús Eduardo Baños González says:

    Thank you, I have learned so much in such a little time

  5. Saran Kanté says:

    I really love this series of videos. It helped me a lot!

  6. Tero says:

    Byuyuyutiful! ~

  7. Tobi Gbemisola says:

    I love this

  8. 3H Studio says:

    good channel and good content pls go ahead and dont late to post videos 😍

  9. joaoccavalli says:

    Very useful. I love it, thanks for sharing!

  10. Saed Muhamed says:

    But we need to know more about 3d /2d and animations …… So we can know what they mean

  11. Nishant Bilkhiwal says:

    They taught me color theory 🙂

  12. Eva says:

    Your videos are so beautiful and easy to watch, yet teach me so much! thank you! keep up the good work!

  13. L. Willis says:

    Great video altough I have one minor thing to complain: At 0:20 you say that branding is what other people think about your company. That's not necessarily true. Branding encorporates everything you would others make to think about your brand. But that doesn't mean that other people actually perceive your brand like this. In some cases, the values communicated and the opinion the broad public has are very far appart.

  14. Kat Perez says:

    This was really informative and clear to understand! Love it!

  15. Arthur Silva says:

    This content is awesome

  16. Fajar Halimi says:

    It'll really useful, thanks. Keep creating.

  17. Riot Dark says:

    Nailed it! Loves every single of your design video…. Thanks a lot!

  18. Hamza El Aji says:


  19. Fandika Ikhsan says:

    LOVE THIS!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

  20. Hassen Morad says:

    That was sick, yo

  21. Nitin Saxena says:

    I love it…thanks for making so informational video..

  22. Afdon Simanjuntak says:


  23. Biswajit Das says:

    Waiting for it. Thanks. Keep adding more.

  24. Vjatsheslav says:

    I just love you, that's all.

  25. Ariella Shana says:

    These are sooooo educative and best of all 100% practical in real life!! 😍😍 Thank you so much for making these videos!!! I'm eager to see more!

  26. Gumi Gumi says:

    Yeay, graphic design course again at last!

  27. D24 says:

    good …… love this

  28. Bryan Schultz says:

    Is "sudden valley" an intentional arrested development reference?

  29. Jahangir Khan says:

    guyz u r awesome

  30. Ahmed Osama says:

    Great video, we want more of this ❤

  31. Mostafa Olwan says:

    Thank you so much. Keep it up.

  32. Mizan Reza says:

    It's Nice !

  33. Utkarsh Singh Rathore says:

    Thank you

  34. NobelPlays says:

    DAMNN please make more! I love watching your videos, they've really taught me a lot about the basics of graphic design! make more pls!

  35. Abstract Focus says:

    this was awesome!

  36. M. Nagy says:

    Very helpful, Thank you

  37. Andrew Antommarchi says:

    These videos are so satisfying to watch!

  38. Ольга Жолудова says:

    I've made captions for this video, but obviously they weren't added to the video just yet. Maybe you need to approve them? Can you see my captions in your account? Thanks! 🙂 Cool video, captions would to make it more accessible!

  39. sh7faraj says:

    I love love love love your channel ❤️❤️❤️❤️

  40. Omotosho Oluwatobi says:

    this is extremely great

  41. Dissirama L says:

    These videos are so helpful! Thank you so much!!!!!

  42. Developer LLL124 says:

    This series is pretty rad.

  43. Sven B says:

    Really helpful for my architecture presentations in university!

  44. Uttam Pote says:

    Thank you for the video

  45. sarah m says:

    I really like the style of your videos ,it's so well made and you don't really get bored while watching them , good job

  46. Khurram Ali says:

    It'll really useful, thanks…

  47. Emilie Carmona says:

    I love your content but please find some different stock music. Binging the videos is painful.

  48. Arun Sengupta says:

    You guys should get millions of views based on the way these videos are made and the beauty it showcases 😀
    I seriously have so much of professional respect for you guys as a designer 🙂
    Keep up the amazing work !!!

  49. Business Youngsters says:

    Love this video

  50. Joachim Craeye says:

    Thanks so much high quality content

  51. Balla Alin says:

    You guys are Aa.Ww.Ee.Ss.Oo.Mm.Ee 😀

  52. Renee Psiakis says:

    Nicely done.

  53. Sadinside says:

    Please make a video tut on 2D Motion Graphics! Your style is awesome!

  54. Munawar Sayyed says:

    Which software is used to make this kind of graphics? Corel Draw/Illustrator/Photoshop. Please reply.

  55. jimbron asf says:

    thanks for nfo

  56. nomadoda says:

    Great videos! I find it somewhat entertaining your website could use some of this help

  57. chamnap chouy says:

    Where the f**k those 14 thumbs down come from?

  58. Roosha Joshi says:

    Do you guys provide any free online course on graphic designing for beginners ?

  59. Kane Kettering says:

    these videos are stupid

  60. Deva Vikaas says:

    Add more of such videos they are awesome!

  61. Sofía Rosero says:

    0:40 Always

  62. Azat Widken says:

    Consistency is key! 👍

  63. Future London Academy says:

    We love branding work! We interviewed Multi Adaptor a branding agency check it out if you have a minute on our channel!

  64. Kecu Kritiques says:

    Another great video from you guys 🙂
    Also really appreciating the Indiana Jones reference 😛

  65. Gio Soto says:

    these are amazing, ty.

  66. ShireenPlays says:

    I've learnt so much from these videos. Your videos are so satisfying to wach and listen to, thank you so much!

  67. w0mbles says:

    This really is a superbly produced series. Thank you, and well done.

  68. Sky Rocket says:

    Why i just found this channel now? And not then

  69. Tahidul Islam says:

    Your video is very beautiful & very easy to understand. Thank you very much.

  70. bertie botts says:

    Please make a tutorial on how you made the effects, animations in this video.. I'd like to learn them..

  71. Suraj Kara says:

    Help… I want to know what software you use to make this type of vedios…. #creativity #creators


    superb presentation

  73. almarc says:

    This is absolutely hillarious.

  74. Valeria Ragonese says:

    I just discovered this channel and I absolutely love it! <3 Thank you for your hard work!

  75. artopius moon says:

    It's so ironic how your actual logo contradicts with the principles you share in your vids.

  76. Pankaj Verma says:

    Thank you.

  77. jewels says:

    thanks for describing the facts outstandingly!

  78. Jade Mankos says:

    Well, the logo appears at the end of this video needs a re-design. Lol, just kidding.

  79. CheesusMyLord says:

    Love the message! But I really wanna try honey maple ranch wings now!

  80. Hussam says:

    Great video series. This is my third time watching them. I really learned a lot.

  81. Concerto Cosmo says:

    i liked the minimalistic orange juice better 😀

  82. Temon Chung says:


  83. JrProgrammer says:


  84. Denis Semenov says:

    Thx for this. Thats cool staff )

  85. Eric Wuebbels says:

    Great. Now I wanna watch the Last Crusade. Thanks

  86. Hetastic Bro says:

    why do all the examples in each of these videos so GOOD?? they look so LEGIT!!

  87. Jays M says:

    This is one of the best design videos I have seen

  88. cHoh53d4QX says:

    these videos are so satisfying to watch

  89. Rachel Roberts says:

    I've been working in Graphic Design for 16 years and I still find your series of Graphic Design videos informative. Books have been great over the years for inspiration, but these videos helps to See what doesn't work, transform into what does work in front of your eyes, with a clear reference of what was done is really helpful. Certainly makes the theory stick in your mind.

    I've subscribed to your channel on the strength of these videos.

  90. Dhanshri Pawar says:

    i like

  91. Christopher Keim says:

    5:59 "A night to remember" = hidden joke? Bandname "A day to remember" hmmm suspicious….

  92. Aatathuku Naan Ready says:

    Why my eyes are welling up?!
    Answer is "I am Amazed"

  93. Andrés Roque says:

    Loved all the videos from design, amazing!

  94. Afzal Hussain says:

    Thank you so much

  95. Henning Brækken says:

    Hi, thanx for good videoes for understanding the basic in Graphic design. I hope to learn more about graphic design, and your videoes is very helpful to guide me further. So thanx for great work.

  96. EpyonRoyal says:

    🔥 advice!

  97. Amir D says:


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