Creating and developing a new brand from scratch can be one of the most fun and inspiring projects a designer will ever embark on.
It’s an often time-consuming and intricate process, where the branding team has to really get to understand the values of the organisation or the objectives of a new product.
Much thought is given to colours, shapes, wording, taglines, dimensions, tone of voice and so on. The designer has to ensure the brand is relevant to the audience, has originality, avoids confusion with other brands, does not infringe copyright, or does not have the potential to upset or offend.
But one of the most important parts is consistency; making sure the finished product is accurately represented across all print, media and digital collateral.