This is a repost from our Partner Moo. I feel the article is so good it is worth sharing. We are a partner with Moo and can provide you with an exclusive rate for their products.
When considering your business branding, colors are often the first thing that springs to mind. There are some established associations between color and mood. Everyone’s associations are slightly different though, depending on their life experiences – so these are trends, not rules.
Beyond this, your color choices mean something in your particular industry. Blue, for example, might be classic for a bank but a distinctive choice for a bookshop. What’s typical for businesses in the same niche as yours? Whether you tap into the established norms or break the mold with a new approach, your brand’s colors will say something about who you are as a company.
We love fonts and we can pretty much talk forever on how to use them in your branding. Because fonts have such a rich cultural history, lettering style can have a huge impact on how you’re perceived. Here are a few font branding considerations:
Serif fonts are classic and elegant, and carry a sense of tradition and authority. Sans serif fonts are more modern, minimal and a little bit cool. Think Times New Roman vs Helvetica.
Using several fonts at once adds energy and could even make things look a little busy, indicating a brand that’s full of ideas and always has something new happening. Sticking to a single font means you’ll come across as calm, purposeful and deliberate, with a no-fuss approach to getting things done.
If you choose decorative or script-style fonts, you can create a trendy throwback aesthetic or a timeless, classic feeling. And depending on your font choice, a handwriting-like style can also create a more personal, casual feel.
Credit: One World Project
Few aspects of design are as expressive as illustration, and every artist has their own take on crafting editorial or creative imagery. That said, there are a few trends that most brands fall into. If you’re using digital illustration, there are two primary branding styles:
Of course, any kind of art can be part of your brand, from collage to watercolor, but generally, choosing analog formats rather than digital will give your brand more of an old-school, handmade identity.
Credit: Alice Mollon
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