PART TWO: 7-12 most common mistakes in brand identity design with tips on how to fix it!
This is part two of the common mistakes in brand identity and some useful tips on how to overcome it. Having a brand identity is crucial for communication, yet its existence doesn't guarantee effectiveness. Numerous large or small factors, from poor design choices to illegible text, hindering the development of a coherent and affective brand identity. Such oversights, intentional or not, can result in your brand identity not resonating with people.
Here we have compiled the last 6 common brand identity design issues as part of a list of 12 most common which you can view in the other blog post. There are some useful tips on how to upgrade your identity, differentiate your brand and connect with your people.
Mistake 7: Poor Typography
Typography plays a critical role in shaping your brand's experience. Overly cluttered, hard-to-read, or excessive designs can detract from your message. Lack of hierarchy or contrast in your typography can overwhelm your audience, a common pitfall in digital content that may repel viewers. Say you have large body of copy and there isn’t any headings or pull out quotes to help digest the information.
An example is if you have a typeface font that is a serif that isn’t legible on a website, especially on a dark background. Consider updating your guidelines to either update fonts within your brand that it works well or make a rule that typeface one is only used on website and the other typeface two is for brochures or print.
What’s the fix?
⭐️ To ensure your typography is always legible, try this clever test as recommended by lettering artist Jessica Hische: The I|1 test.
⭐️ Use the colour contrast tool to discover online.
⭐️ Ask yourself questions like, does this have hierarchy? Is there a wall of copy?
⭐️ Speak to a designer to help with structure and guide.
⭐️ Have clear guidelines that showcases your typography use through brand or style guidelines.
Mistake 8: No Design System
Similar to creating a piecemeal brand identity without unity, brands often fail to implement a comprehensive design system. It's not solely about individual elements but rather how these elements seamlessly integrate to form a cohesive whole.
What’s the fix?
Do you have a guideline that showcases how these visuals should be used together. Is there an intuitive hierarchy? Can people navigate your content easily? Designate the proper order of content, including headers, sub headers, body copy, images, blurbs, etc. Is there examples in your guideline of application on website, brochure, social media of how your design system can be implemented and work together.
Mistake 9: Too many irrelevant colours
Having too many colours in a visual brand identity can lead to confusion. Examples include Coca-Cola with its iconic red and white, Apple's use of simple, sleek grayscale tonnes. Having some key colours help people associate those specific colours to your brand. A more limited, well-chosen colour palette helps maintain consistency across all brand materials, enhances brand recognition, and ensures that the brand's visual identity is clear and effective.
What’s the fix?
Simplify it either having 3-6 colours palette or depending on the visual brand identity split it into 2 primary colours, 3-5 complementary colours, 2 accent colours. Have some guidelines around how these colours are used. An example is we have recently been working on white papers for a client and we have used one main brand colour as the core colour for each brochure to differentiate it.
Mistake 10: Indecipherable Icons
Icons simplify communication by offering visual shortcuts, where straightforwardness and clarity are paramount. However, the effectiveness of icons can be compromised when brands opt for designs that are overly intricate or abstract, leading to confusion rather than ease of understanding.
What’s the fix?
If you’re not sure, have someone do a sanity check to confirm your icons are intuitive and appropriate. For example, we are working with a water technology company and have them to confirm or check that the icons used reflect the information and technology – as they are the experts in that field.
Mistake 11: Inaccurate Data Visualization
While data visualization can significantly aid in understanding complex information, it poses risks if data is misrepresented or misunderstood, leading to potential misinterpretations.
What’s the fix?
Ensure that the data accuracy is represented clearly. If the data is quite complex, get a suitable person to review so it’s clear. Choose the right infographics and put annotation where necessary for clarity. Speak to an expert in the industry. For example, we worked on a rail project last year and it had engineering plans and programs that we had to create a large infographic with a legend. We consulted with an independent engineering specialist who provided context and provided brainstorm for layout feedback.
Mistake 12: Consistently… Inconsistent
One of the biggest reasons brands struggle to preserve their brand identity is because their content is consistently…inconsistent. Content creators are either “expected to know” how to apply their brand guidelines, or they’re left to their own devices. This often stems from content creators either not being properly guided on how to apply brand guidelines or having to figure it out on their own. When this happens, it’s no surprise that content ends up looking like patchwork
What’s the fix?
To ensure unity across your team's efforts, thoroughly document your brand guidelines and include diverse examples to illustrate their correct use. Additionally, providing specific templates can guide content creation, promoting consistency throughout your brand's materials. Speak to your designer or us to see how we can help you!
We're incredibly enthusiastic about helping businesses create distinctive brands and simplifying the process of visual communication. If you're interested in delving deeper with personalised insights for your business, schedule a complimentary 15-minute consultation with us today. Working together, we can unlock a stronger brand that resonates deeply with your audience. Let's explore opportunities for improvement and make it feel effortless. As always, stay classy! ✌🏻
Referenced: CommonMediaWant to get all the juicy goss about branding and illustration straight to your inbox?
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Just like Mr Magorium’s Wonder Emporium, where we share a variety of (branding and illustration) tips that bridges the gap between designers and business owners.
