BRAND design

The brand is the description of your business in a visual way. It sells to the customer the service and product that the company delivers. A brand must be visually pleasing, but it must also follow important design rules to be functional. A good brand must have harmony, simplicity, alignment, be timeless, monochromatic, be applicable on various platforms, have pregnancy, and respect the basic principles of design.


Example: A relaxed and colorful brand can be for the kids, as a brand with neutral colors and straight shapes can be for an insurance company. But think the opposite might give the customer a misconception about what the company is. A brand is not just a design, but a collection of various ideas and aspects about a person or company, a brand with strategically thought out and well-developed concepts is synonymous with a strong and successful brand.


Think big brands of your day to day. They are simple, which makes it easy to remember, but they are also unique, which sets them apart from all other brands on the market.



Your company name is as important as the look of the brand. She must have good pronunciation, good sound, be unique in her following and especially be creative. This is the most difficult step in the creation process. The first step in choosing a good name is to define the concepts and memories that the company should refer to.


Example: A company that sells cars: It must be safe, effective, reliable, etc. But that all competitors of this company will also have, or at least sell the same idea. Research the big companies you used to know and why their names, some are simple, some with incredible stories, and some with Junction or word invention.


Nike: Founded in 1972 by college track coach Bill Bowerman and his partner Phil Knight, Nike is named after the goddess of victory, Nice (Niké). The company logo has an interesting story: similar to a wing in reference to the goddess Nice, the symbol was created by young design student Carolyn Davidson in 1971, has undergone some changes but the brand is still quite consistent and timeless.

Use a short name. And if you want a Tagline to describe the company.


Example: Company

Name: Art Effects  / Tagline: Graphic & Signs


The tagline goes into disuse after a while is just a complement and not the company name. (LLC is not required to use the trademark, only in official documents.)



The Japanese Sony mixed the word "sonus" in Latin, which means "sound", with the Japanese expression "sonny", which in the 1950s described a young man who was "intelligent and presentable."



The creator of the company, Jeff Bezos, wanted a name that had the initial letter "a" to appear at the top of any alphabetical list. He found inspiration on the Amazon River: he liked the idea of ​​using the name of the largest river in the world to represent his ambitions in business.



The name of the coffee network has literary inspirations. It comes from the famous book "Moby Dick", by Herman Melville, where there is a certain Captain Starbuck (without the "s" at the end). The brand wanted to send to the seas and to the old navigators and explorers who transported between continents foods and merchandise. And coffee, of course. This sea reference also appears in the two-tailed mermaid present in the logo.


The use of rulers and grids is not mandatory in all projects, but each professional follows a certain alignment for the harmonic composition between symbol and typography.



In the briefing the designer understands how the company works, which audience it serves, which service it delivers, and how it offers its product to its audience. We understand the history of the company and its objectives. We understand the customer's need, what he wants to communicate with your brand, if he wants to communicate quickly, if he wants to communicate family, if he wants to communicate future. Every branding process is based on concepts, which are passed by the client and developed by the designer.


The briefing should be completed calmly and with as much information as possible to have an accurate process in the creation. This is the most important step in project development and should be taken seriously. In the briefing, the client must represent what the company is in written form so that the designer can transform it into something visual.


Respecting customer brienfing but also following design rules that cannot be forgotten. Researching the name and brand creation such as Adidas, Sony, Starbucks, Amazon, and more can be very helpful in filling out your own brand brief.


The function of the designer is to solve problems in visual ways, in case a brand identifies the public and the product that the company offers and from there, give a visual solution to the company as best as possible for the project.


All cultural background, research will be put into practice in development, taking into consideration study of colors, typography, visual elements and rules that are extremely important for creating a brand that only an experienced professional can identify and put into practice.


From the briefing and study of similar companies, the designer knows exactly the way to go for the project. Initial brainstorming between the client and the designer is very important for the development of a good project.


I want a new brand,
for me or my business

The first step in creating your new brand is to fill out our briefing. If your company does not already have a name, use our tips or contact us to know more.

2019 Design by Eduardo Couy / ART EFFECTS


2021 All rights Reserved - ART EFFECTS G & S

UI/UX design by Eduardo Couy