Brand Tools

Brand Tools     Brand Decisions    Brand Strategies

Image
Color
Typography
Shape
Contrast
Dimension
Symbols
Voice
Consistency
Story
Time

Brand tools are the most familiar to creative teams, however, everyone has an opinion about them. They often involve aesthetic judgments about brand expression. Rather than viewing them as entirely subjective opinions, designers see them as creative tools. Leaders can make better decisions when they understand the palette of brand tools. Brand builders can encourage teams to dig deeper and guide choices based on strategy.

Above: Hamilton by Nicky Lindeman/SpotCo agency

This framework is from Brand Identity Essentials, now in its second edition. You can buy the book and download our Brand Curriculum and Brand Audit template.

“Brand Identity Essentials, Revised and Expanded” by Kevin Budelmann and Yang Kim, published by Rockport Publishers, an imprint of The Quarto Group. Copyright © 2010, 2019 Quarto Publishing Group USA Inc. All rights reserved.