Brand design & identity

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Brand Design & Identity: powerful brands with a powerful design

On Red Dot 21, you will find examples of successful brand design and brand-identity projects for well-known and lesser-known brands from around the world. Today, in most areas, the providers of products and services court the attention and favour of customers. Competition is tough and all means are considered valid when fighting for a segment of the market. Lucky are those who have a strong brand, for brands represent something particular. People connect a brand with a certain product, a certain quality or lifestyle. To arrive at this point, the company or the product needs a coherent brand design – a brand identity. This is based on the self-image of the supplier and the resulting brand promise. Brand design helps to make this visible in a way that allows the consumers or customers to identify with the brand and to recognise it at any time regardless of whether they come across it in a letter from customer services, in a shop, on the cinema screen or in social media. This feat is achieved by the systematic creation (and subsequent further development) of a brand identity in the form of a visual identity and a brand experience.

Brand design and identity ensure recognisability

Brand design should make the brand promise and its unique selling point visible and get the message across in the best possible way to make the brand come alive. In our multimedia world, this includes the logo, typeface, colour scheme icons, imagery, tone and feel of the brand, its tactile properties, content, storytelling, sound design, product and packaging design and much more. In the best-case scenario, the result is a consistent brand image with a high recognition value that ensures that a company, its service or its product have a strong presence, are understandable and, if possible, also attractive. By having such a strong identity, a brand has the opportunity to keep finding its target group on a variety of different platforms. It thereby enters the consumers’ consciousness and becomes a familiar part of their life. After all, when we make a spontaneous choice, we tend to go for the familiar rather than the totally unknown. But, even if a brand is not omnipresent because it may be aimed at a clearly defined, small target group or because it is still relatively new, strong brand design can position a product or service correctly right from the start, convey its unique qualities and in doing so speak to people emotionally and delight them. Every year, the members of the Red Dot Award: Communication Design jury search out projects in the “Brand Design & Identity” category that display a high level of design quality. This reveals itself through many details, but in particular if a brand stands out from competitors with the help of its brand identity and has a clear, very individual appearance with a high recognition value, which calls up a particular image of what the brand is about. Have a browse in our image gallery and discover excellent/outstanding examples of superb work in the Brand Design & Identity category.

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