![]() ![]() The recent trend of unbranding has companies adopting bare-bones logos, often featuring simple, black, sans-serif lettering on a white background. However, some brands have even gone as far as to turn down the importance of their logo to near zero. Beyond the brandĪs you can see, the importance of a logo is clearly diminished in favor of a design system with many recognizable brand elements. And thinking about the entire end-to-end user experience, from marketing to consumption, is what’s at the heart of it.īy carefully tuning every element to fit the brand, defining how the brand looks, feels, and behaves, you can create something that leaves a lasting impression. Because so much of today’s customer lifecycle is digital, defining elements like interface animations, sound design should also be an integral part of a holistic brand experience. Today, having a holistic design system for your brand isn’t just something that’s ‘nice to have’ - it’s vital if you want to stand out from the crowd. Every step of the way looks and feels like a part of the brand’s universe - the photography on the Instagram page, the copy on the website, the colors on the box the product comes in. They then make a purchase, and receive the delivery a couple of days later. A potential customer discovers their products on Instagram, from where they’re led to the webshop. Second, design systems make it possible to think about your brand in a holistic way.How does your customer experience the brand, from when they first discover it to eventually making a purchase? Take for example a clothing brand that offers online shopping. With a design system, this growth is easy to manage - through a set of abstracted rules about typography, colors, and more, the brand’s style can easily be adopted across different properties. While the client might only have a single website today, they might have different apps and websites in the future. There are a couple of reasons for this.įirst off, design systems are scalable.When you carefully construct an identity, you don’t want the company to outgrow it - ideally, they’d be able to use it for years to come. Individually, ideas about a color palette and which fonts to use won’t be that useful - it’s only when you put them together in a holistic design system that they can truly build a brand.Īt Verve, we believe in creating modern, modular design systems for our clients. When building a brand identity, it’s important to take a step back and look at the bigger picture. Remember, as Daniel Kahneman taught us in the largest Thinking, Fast and Slow the largest part of our decisions are emotionally driven and made on a subconscious level. ![]() Sure, the core idea still holds true - when executed well, a logo is a good way to refer to a company - but in today’s digital landscape we should divert our attention to other things. They’re meant to make it easy for people to remember your brand.īut the times have changed. It’s a simple way to give your brand a personality that stands out from the thousands of other brands we are exposed to every day. Today, almost everything has a logo - from national parks to construction companies. All of this culminated in the creation of the Coca-Cola logo, which is widely seen as the first modern logo. With businesses growing, mass production kicking off and the industrial revolution gaining steam, the way they would brand themselves evolved. While crests, hieroglyphs, and insignia have been around for a very long time, modern logo design was born in the late 1800s. ![]() To understand why so many people think logos are important, we’ll need to go back in time. It makes more sense to put your energy into creating a modern design system that’s flexible, modular and easy to use. ![]() Instead, we don’t think it’s right to focus on the logo when you develop a brand identity. ![]()
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