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Building an Impactful Visual Brand

Digging deeper than your logo for effective results.

What’s the first thing that comes to mind when you think about your favorite brand? We’re willing to bet it’s their logo. That’s because a brand’s logo is the starting point for consumer interaction.

As the starting point, there’s no denying your logo holds significant weight when it comes to creating an effective brand. If your logo fails to communicate the essence of your brand, it will lose potential customers before it even has a chance to establish itself in the marketplace. If done correctly, works to help establish your brand’s identity in a crowded marketplace.

So, as the anchor of your brand, it’s vital to keep your brand’s purpose at the forefront of your mind when you set out to design your logo. Strategically establishing your brand’s purpose and allowing that to serve as the foundation of logo design ensures the individual elements of your logo–like fonts, colors and various shapes–play toward your brand’s greater strategy.

However, implementing your brand’s strategic foundation shouldn’t just start and stop with your logo design. Sure, your logo is the starting point for a strong visual identity, but it’s not the destination. In other words, you can and should rely on an extension of your logo’s visual elements to help further establish your brand in the marketplace. And when it comes to pharmaceutical branding, this is of utmost importance.

To no surprise, branding a pharmaceutical asset and its associated collateral requires jumping through various regulatory hoops. For instance, it’s possible your logo won’t meet the regulatory standards set forth for prescription labels. If such is the case, you’ll have to forgo your logo and rely on other measures to communicate your asset’s purpose through the label. The solution? Strategically sound visual elements.

With regulatory approval at stake for your asset, our visual designers collaborate with our in-house Regulatory and Medication Safety team to ensure your brand’s visual identity adheres to the rules set forth by regulatory bodies. The results? Regulatory approval.

Of course, in the pharmaceutical industry and beyond, you want these visual elements to share the same look and feel as our logo, but you don’t have to limit your brand to the visual elements present in your logo alone.

Here’s a deep dive into a few foundational elements that should also play a key role in building your visual brand:

Identifying your voice

Think about your brand. Do you want it to be soft, strong, emotional or more functional? That’s all a part of the tone. Although it isn’t exactly a tangible element in and of itself, setting the tone–inspired by your brand’s purpose–will help establish guardrails to ensure you strategically pick visual elements that speak to your brand.

Nailing your color palette

When establishing your visual brand, your color palette is one of the most important aspects to consider. Through color’s power to evoke emotions, it serves as a throughline for communicating your brand’s purpose to your target audience. Therefore, if you limit yourself to the few colors present in your logo, you’re ultimately limiting the breadth of emotions you can evoke within your consumers.

 

For this reason, you want an arsenal of colors that play to your brand’s purpose at the ready. We recommended six to seven primary colors that connect to your logo and make your brand pop. Then, a few secondary colors to complement your primary colors and help push your brand forward.

Choosing the right typeface

Establishing a full visual brand requires a variety of text-forward collateral, such as PowerPoints, white papers and brochures. Therefore, you need a variety of typefaces for various use cases, like headers, subheads, body text and more, that speak to your purpose.

 

However, keep in mind there is a fine line between underwhelming and overwhelming your consumers. Inundating your consumers with one too many typefaces is one of the quickest ways to communicate a disjointed brand. But a strategically chosen collection of fonts plays a vital role in communicating your brand to the world.

Picking elements that can stand on their own

Seemingly the most arbitrary aspect of brand design, shapes actually have the power to evoke emotion, too. When chosen correctly, they’ll be able to stand on their own and also work together with your logo, fonts and other foundational elements of your visual brand to tell your story.

Aligning your imagery

When picking imagery, it’s also important to consider how you want your target audience to feel. Picking images with consistent themes, colors and positioning that speak to your brand’s purpose will help communicate a consistent and reliable brand.

When the individual elements of your visual brand design are complete, it’s time to start establishing your brand within the marketplace. Ensuring a complete brand requires strategic thinking around the rollout of your brand design, including when and where you use each visual element for a purpose-driven customer experience.

Designing and implementing a visual brand that connects with your target audience is no easy feat. Our key to success? Infusing your brand’s strategy into every element of your brand to create a cohesive experience to emulate your brand’s purpose.

If you’re ready to breathe life into your brand’s purpose, reach out to us today to get started on your visual design.

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