Conveying Brand Identity with Signage
What exactly is brand identity?
Just like your personal identity uniquely defines you, your brand identity is what separates your business from everyone else on the block. Your brand identity is the sum of all brand elements ( logo, font, color, mood etc) that a company creates to portray their image to the consumer. While the brand is the personality of a company, the face of the brand is the logo. A company’s voice for a brick and mortar may never been heard by potential customers if their brand and logo is not properly seen or is not conveying the right message. Thus making signage a key element for any brick and mortar location. Here are some tips for incorporating a company’s existing or still-to-be-made branding into their building signage, inside and out.
Consider Purpose & Function
When it comes to signage, function and form must have a balance. Knowing the sign’s purpose and function should be first priority. While some signs purpose is providing direction or identifying parts/contents of business, other signs may have a purpose of persuading and selling promotional offers. Understanding its function comes first and will lead the design in the right direction.
Take Advantage of the Branding Opportunity
A company’s website and online marketing are great places to relay your brand to the world. One thing that websites do not have over site signage is the element of being three dimensional. Signage uses a variety of materials, textures, dimensional form and lighting. This is essential for branding and further conveying your company’s tone, attitude, and brand identity. The video below display’s an example of this.
Reassess, refresh and revamp
Signage for your business should be reviewed to see if it is relevant and in good shape. It is important to replace or refresh signs that are faded, in poor condition, and no longer represent the business and it’s brand.