Design systems bring logic, consistency and control to branded touchpoints. We create flexible and dynamic visual identity systems to communicate effectively while adapting to your audience and industry context. Brand systems come in all shapes and sizes, so we create systems that clients can easily replicate across evolving formats and mediums.
The most common elements of a design system are the logo design, symbols and icons, photographic style, colour palette, graphic textures, use of typography, animation, and more.
‘Brand identity’, sometimes known as ‘visual identity’ (or simply ‘VI’), is a broad term that describes a set of visual and verbal tools a business employs when designing a brand image. It also refers to the perceptions generated when these tools are used in applications like print or digital design.
For example, the Coca-Cola brand identity consists of many key visual elements such as the memorable red background, white signature script typeface and a unique bottle shape. Individually, these elements are not particularly compelling and will not stand out in the minds of an audience. However, when the components are combined, these carefully chosen tools conjure a brand image that unmistakably reflects their identity as a business. These elements are created with the deliberate aim of instilling a particular thought or emotion. Over time, these associations become embedded and become memories in the minds of consumers or clients. An effective brand strategy will dig deep into a business to uncover the unique proposition and qualities that make it unique. A company will then build on these traits to define the specific tone or message the brand identity must achieve.
Successful brands develop brand identity systems that are a true and honest reflection of their personality, purpose and beliefs. It is important to emphasise that brand-building exercises are strategic and must support the overarching brand message. Brands like Apple, Nike, and Google regularly score highly in the various brand index lists as their identities have remained steadfast and unchanged since their inception. These businesses use brand identity assets to help them communicate their stories. A strong brand identity should achieve longevity — that is not to say some elements will not need tweaks over time. However, the core principles should stand up to both scrutiny and the test of time.
There is no definitive list of brand identity elements. However, some common examples include brand marks, logos or logotypes, typeface or font design, colour palettes, copywriting, layout principles, product photography, animation, iconography, and more. Once created, each element is carefully balanced and tested next to each other to achieve the desired visual language. The resulting framework, often called a brand system, is then collected and displayed in a document to show best practices and give recommendations that consistently express the brand. These elements are often compiled differently, and the boundaries are continually pushed to meet audience expectations.
Recent examples of brand identity systems developed by LBD Studio include Halley Stevensons, Max McCance, The Feather Company and Heath Diamonds.
A brand system is a system of graphics, icons, colours, typefaces and much more that work together in unison to tell a brand’s story visually. Often referred to as a brand system, a visual language will also work to build consistency and recognition across all applications through repetition. By reinforcing a brand with recurring elements such as colour, copy or other design elements, audiences will recognise and remember these as synonymous with your brand. Over time, these elements will become so embedded that they can be used individually. For example, Royal Mail and The Economist now regularly use advertising featuring only text against a red background, with no need for other elements. This is a testament to both brands having strong visual systems that have become ingrained in the minds of consumers over time.
When developing a new or established brand, it is essential to understand how visual language can be flexible and adapt to different settings and scenarios. Not every situation calls for the same level of brand language. For example, Apple’s visual language can range from conservative (e.g., on its website) to expressive (e.g., product branding). Both scenarios use the same elements but in different ways, and both examples are undeniably Apple.
The goal of any visual identity should be consistency across all output, from visual language to typography, as well as flexibility and the ability to react in a given context. These rules usually comprise the bulk of a brand guidelines document and guide how logos, colours, and typography should be used together.
Recent examples of visual language work include the Halley Stevensons rebrand, our work for mental health charity Back Onside, and Heritage for People’s launch.
We recommend you first produce a brand strategy to build a successful brand identity. A robust plan will deliver a clear brief during the branding process. This brief will outline the objectives that the collective elements should achieve. For example, during the Halley Stevensons rebrand, it was agreed that the palette needed to be neutral in tone to help communicate the diverse product range. However, it was also important that the natural environment was reflected in this, so an understated set of colours was drawn from the Scottish landscape to help achieve this. Circularity was also an essential message to their business, so a looping dynamic was worked into their brand symbol to help communicate that message.
The first step in building a brand identity is establishing visual principles. This is essentially translating the strategy into an expressive format. One key question we ask ourselves at this stage is, ‘How does this idea look, speak, or act?’ Once these principles are defined, the creative work can begin.
We explore a wide range of creative territories when bringing a brand to life. This helps us thoroughly test the tone or messages achieved when assembling a brand identity. Inspiration is drawn from various subjects, from architecture and fine art to music and nature. The brand strategy will also include several territories to explore. Not all of these experiments are successful — in fact, most creative experiments fail to stand up to intellectual scrutiny. While testing a wide range of directions to discover what elements work, it is equally important to find where the system breaks or stops communicating what you intend. This approach results in a robust system that can be flexed across various niche executions like branded partnerships, specialist advertising or product innovation.
We work closely with our clients to draw out as much appropriate knowledge from them as possible. While our research is thorough, client involvement is essential to design something that will work for them day-to-day. As brand consultants, we are often seen as an extension of our client’s leadership teams. We work alongside senior stakeholders to design and test the most appropriate solution for their business. It is essential to test the message that the visual system communicates continually. As a business tool, every element must convey the message defined in the strategy. If there is a mismatch or if a component detracts from that core message, then it is clear that the system needs to be rethought.
There are no set rules for developing a visual language. However, we recommend that any brand conduct a strategic audit to fully understand what visual elements are equity, what should be refined, and what can be eradicated. From here, a plan can be developed to identify missing links.
For example, suppose a brand has a strong brandmark but no supporting visual system. In that case, it might be decided that a brand palette be developed alongside a range of new photographic content to reinforce a proposition. This will give some building blocks to start with. It is essential to define the tone and message the brand system tries to achieve; if it is refined and formal, a visual language will typically be more conservative. If the brand system has an energetic tone, then the visual identity might employ bold colours in its visuals.
It can take a considerable time for some visual elements to become recognised as symbols of a particular brand — which is why repeated exposure is essential if visual systems are to work effectively.
Visual languages must also evolve as a business grows and expands, representing new product development, wider content creation, and marketing trends. You can do this by conducting regular market research into what rival brands in your industry or sector are doing. It is also worth keeping current on trends as and when they occur.
We recommend that you first identify the existing visual components of your visual identity to create a truly flexible brand system.
The brand system can be considered a hierarchy, with each element having a purpose and meaning. For example, typography conveys information or reinforces tone in specific ways; photography might represent functional content for an app, whereas illustrations will likely communicate company values. When these elements are combined, they take on a meaning that cannot be fully quantified until tested against a brand setting. This multiplier effect creates unique combinations that help a brand stand out.
Any absent elements should then be identified, and depending on the visual language desired for your brand system, a selection of visual components can be used to fill these gaps. The main goal here is to understand that each visual element has its attributes and meaning when combined with others, so a brand should consider how they will work together at different scales and settings before opting for one option.
From here, we recommend building relationships and links between these elements. For example, fonts can be paired with other visual elements to create an expressive type system.
It is important to note that the best visual languages are genuinely adaptive and responsive. They should respond visually and adjust contextually within set parameters, meaning they must have visual consistency and recognisability. For example, a website design system might react differently on a desktop than on a smartphone. The change in scale might mean that the colour palette should become more restrained, while imagery might be deliberately tamed.
Finally, continue building on the visual language over time, creating new relationships for evolving contexts. A company may have a refined and understated online personality, but it also has to be more expressive in person. It is essential to recognise that, unlike the specific elements, a visual language is not a static entity—the relationships within the brand system should be dynamic and responsive to a brand’s visual needs. The language will also change over time, maturing and becoming more confident.
Visual Systems are integral to shaping how brands communicate with their audience. They establish consistency around visual programs and ensure they remain recognisable in varied contexts. A visual language is essential for any company that creates multiple touchpoints or wants its visual identity to work effectively.
Key visuals and hero images are graphic assets used to draw attention to a brand. They are often the first branded assets an audience sees.
A key visual helps bring life to a product or brand identity system during the brand design process. A powerful image can summarise an entire mood or spirit, making it an integral part of any branding project.
Key visuals are essentially a single view into a brand’s world. For example, an alcohol company might show a stylised vision of its primary product by indicating the flavour or experience the drinker will have. Art direction is critical to ensure the image is adequately composed and loaded with enough meaning to convey a memorable message that will resonate with an audience.
For example, a film might use a single key visual across all print, digital, and environmental advertising. This image will often show the key characters and set a mood or aesthetic to help set audience expectations.
Hero images must often capture attention quickly and deliver their message within the first few seconds of interaction. This is a key asset in brand development and advertising.
Recent examples of key visual and hero image creation include our work for Halley Stevensons, Heath Diamonds and Georgina Day.
When producing a key visual, defining the message to be communicated is important. For example, when designing a poster for a new product, it is important to show the product first before discussing it. The core differentiators should be accentuated and brought to the surface.
Key visuals and hero images usually consist of a combination of photographic, illustrative, or typographic content. They can be created individually and then combined under a single style or produced simultaneously with the assistance of an experienced art director.
