- Type/Typography as Design
- Balance
- Intangibles
- Flexibility
Type/Typography as Design: Many brands take advantage of unique or customized type as their brand without any sort of illustrated logo. How this type is designed helps to portray the character of the company. Color of type also depicts a lot about the brand. One example is Google: the Google brand is so famous and it uses a welcoming type with a variety of colors which promotes inclusiveness and welcomes everyone to use their search engine.
Balance: A state of equilibrium or equipoise; equaldistribution of weight, amount, etc. This is important with many aspects of a brand and logo. Colors being used need to be balanced to encourage the correct emotions from viewers. Proportions of font and illustrations also need to be balanced so that one does not outweigh the other. Where each piece of the logo is placed is also an art of balance.
Intangibles: Intangible can be defined as: not definite or clear to the mind; not tangible; incapable of being perceived by the sense of touch, as incorporeal or immaterial things; impalpable. The synonyms of intangible include: vague, elusive, fleeting. In regards to brand design, intangible is basically meaning that the company’s brand name and symbol/logo has a certain meaning to customers. Whether it’s wanting to wear designer logos because it brings the feeling of luxury and high class, or associating company logos with or the company will perform (Like when the Apple logo is on a product it comes with a certain perception of how the device will function and that it is a high end electronic device).
Flexibility: The best definition for flexibility that I found through Dictionary.com is “susceptible of modification or adaptation”. This definitely goes along with our discussion in regards to logos and brands needing the flexibility of being displayed on all types of surfaces from business cards and letterhead, websites and promotional merchandise, to large signage and even airplanes and trucks. This logo should have the flexibility of being manipulated to fit any scenario or have variations that can be used for specific purposes.
Sources:
Definitions were gathered from Dictionary.com
Kokemuller, S. B. (n.d.). What Are the Intangible Parts of a Brand? Retrieved October 06, 2016, from http://yourbusiness.azcentral.com/intangible-parts-brand-12166.html