Although a great deal of marketing and advertising has moved from print to digital, the visual importance of both mediums has not changed. From the youngest age, our attention is pulled to things that interest us visually. Color, symbols, and size impact our attraction and association. Imagine, for example, being on a road trip and seeing a sign that spells out McDonald’s, versus a sign that displays the yellow golden arches. The golden arches almost certainly will grab your attention first, and more closely associate your recognition of McDonald’s.

Unique AND Simple
In the example of the McDonald’s logo, there is no other brand logo exactly like it, yet it’s incredibly simple. Instead of going with a logo of a storefront, or burger, they kept the brand identity very straightforward. Starbucks has a green mermaid logo, a nod to the company’s Seattle maritime beginnings, that is more unique than a coffee mug but simple enough to easily recognize.

Appropriate for Your Audience
Brand identity for a business targeting children will look quite different than a company identifying healthcare workers. The rules of unique and simple still apply, but colors, font, and photos should be tailored to the audience.

Intriguing and Interesting
Whether your audience is seeing your brand by scrolling through their phone, or on a billboard, it is important that logos, ads, and videos are eye-catching. Particularly with digital marketing, you have a short window to grab the attention of clients, and lots of competition.

Endure the Test of Time
It is important that brand identity is timeless and relevant today and 20 years from now. Colors like neon that are associated with decades like the 1990’s may keep a business from seeming with the times to potential clients. Be sure your brand won’t look dated in the future.