Colors, Fonts, and Logos

The next step in a brand identity project, is taking all of the work you’ve done and bringing it to life in a visual way.

Now, I am not a graphic designer (although I wish I could be!). So for this part of a brand identity course, I can’t pretend to be an expert on all of the logo, color, and font information. While I do study it (I just can’t execute it), this part will focus on how to prep yourself to work with a designer, choosing a designer, and working with a designer so you both get the most out of the relationship.

What to Keep in Mind When Prepping to Work with a Designer

They are the expert, but you’re in charge. They will often introduce new perspectives you never considered and if you aren’t open minded — you could miss out on something truly amazing.
Know what you want from your graphic designer. For brand identity, I recommend requesting the development of a brand guide. At a minimum you’ll want:
- Color palette
- Font package
- Logo

Understand that you are hiring for a very niche and valuable skill and it will come at a cost.
- On Upwork, a simple search showed me that many designers charge $35 - $60 dollars per hour. If you don’t go through a freelance platform, it is highly unlikely you’ll find designers who charge by the hour. They’ll likely sell you a package which could come at a higher price point.

Why a designer is worth it

Consistency is so important when you’re growing awareness and building a community. Consistency with design is important and so is consistency with messaging — which is what we’ve been working on.

Having consistent branding also makes your business appear more professional and credible. It’s an easy way to stand out among the sea of others.

Here’s a way to think about it:

Advertising: "We have great coffee.” coupled with your visual branding
Marketing: "We have great coffee" plastered on multiple billboards, TV, magazines, etc. coupled with your visual branding
Public Relations/Influencer Marketing: "Let me tell you about this great place to get coffee." coupled with your visual branding
Successful Branding: your customer comes to you and says "I hear you have great coffee.” - your visual branding is also inside the coffee shop and the sleeve on her coffee cup also has the branding

Reasons to NOT use a Designer

If you do not have a clear direction for your company, or were unable to figure to complete the work that came before in this course, I would caution against jumping into design.