We've discussed colours in part 1, but branding is more than just colours, it's also about the design elements that make your brand instantly recognisable. A strong visual identity is made up of logos, typography, and consistent stylistic choices that showcase your brand's personality across platforms. In this second part of Branding 101 series, we'll explore how to choose and refine those elements to create a cohesive brand identity.
Why do logos matter?
(And why you may or may not need one)
Logos are often the first thing people associate with a brand. We all know brands like Coca Cola, Target, Google. The moment we think about them we know what their logos look like. That is brand identity recognition at its strongest. But do all creatives need one? Well that answer depends on your goals. While businesses rely on logos for brand recognition, personal brands (like authors or artists) may choose to focus on a signature aesthetic rather than a single graphic mark.
So which types of logos are there?
- Text based (Wordmark/Logotype): These are simple, clean, professional. Examples: Google and Sony.
- Symbol based (Icon/Monogram): These use an image or initials. Examples: Apple and Chanel.
- Combination mark: These blend texts with an icon. Examples: Starbuck and Adidas.
- Signature style: A handwritten or script style name as a logo. These are ideal for creatives who want a more personal touch.
My personal logo is a hybrid of the signature style, because we have the handwritten element and the symbol based style (monogram) As you can see in the banner, (the top part without the text) are my initials in a stylized form. My entire logo (as a whole) on the banner is more of combination mark style, considering it has text underneath it.
Branding and especially logo styles isn't a one-size-fits-all concept. There is room to play within the styles, as long as you keep it cohesive a more loose approach can create more freedom for marketing and promotion.
Typography is just as important as colour and logos in defining your brand's aesthetic. Fonts can, just as colours, convey emotion, professionalism and personality. So choosing the right one is key.
First lets go over the type of fonts there are.
- Serif fonts: These are traditional, elegant and usually perceived as trustworthy. Examples: Times New Roman and Garamond.
- Sans-serif fonts: These are more modern, clean and minimal. Examples: Helvetica, Arial and Montserrat.
- Script fonts: These are artistic, handwritten and expressive. Examples: Pacifico and Dancing Script.
- Display fonts: These are bold, decorative and grab you attention. Examples: Impact and Lobster.
So how do you pick a font out of the thousands that are out there? First, decide if you want to use a font that is free for commercial use or if you are willing to pay a license for the use of a font(s).
The general consensus seems to be to ensure that the font you pick for the brand, matches your brand personality. For example,
- Use serif for classic, sans-serif for modern etc.
- Stick to two or three fonts to maximise readability and consistency.
- Use a hierarchy; one font for headings, one for the body text, and (if needed) one for accents.
Personally though, I think you can play a little with the rules here, especially the first one, to pick a font that matches your brand aesthetic. While I myself, a writer, which is usually seen as classic, should've gone with a serif font, I opted to go for a sans-serif font for both my header text as well as my body text on my website. The header font I used for my website also comes back in the logo when I use the combination mark style for my logo. Simply because I like the style more.
Keeping your branding visually consistent helps build recognition and trust over time. If your audience sees your posts, website, or products and immediately knows they belong to you, you’re on the right track. Don't worry about getting this perfect immediately, it's a trial and error for what works best for you.
That being said, here are some ways to ensure consistency.
- Stick to your chosen colour palette, fonts, and logo variations across all platforms.
- Use consistent image styles and filters for social media. Tip: Write them down in a separate notebook to keep track of everything. It's so easy to forget these little things.
- Keep design elements aligned and balanced (spacing, size and layout matter).
Now you might be asking yourself, should you design your brand elements yourself or hire a professional? That really depends on your skill level, commitment to learning and budget.
When to DIY? You could absolutely do it yourself if you have a clear vision and enjoy experimenting with design, and aren't afraid to learn new things if you haven't got the skills yet.
The upside of this approach is that you have full creative control and your wallet will definitely thank you for it.
Tools like Canva, Adobe Illustrator, and Procreate make it easier to create polished visuals. There are plenty of free alternatives out there if you can't afford the subscription fees of programs like Adobe. Personally I use Ibis Paint for most of my design work, it's a good alternative if you draw a lot and while there are definitely some features missing, you can get a long way with finding alternatives on Google.
So when would you consider a designer? I actually had to ask around some to give you an answer on this because my mindset is “I can do it myself”. The most common answers I was given were the following:
If you want or need a highly professional, unique logo or brand package.
If you want something timeless and versatile.
If you struggle with design software or branding consistency.
There is absolutely nothing wrong with either option, or even a mix of both. Some people prefer outsourcing, others prefer to be hands on.
In summary, your logo, typography, and design choices are more than just decoration. They shape how people perceive your brand at a single, first glance. Whether you use a full logo or just a consistent aesthetic, keeping your visual identity polished and cohesive will make your brand more recognizable, professional, and memorable.
Keep an eye out for the next instalment of Branding 101: Defining Your Brand Voice & Messaging.