https://medium.com/@fraser-c6/branding-the-hidden-gem-of-design-cedf41a53851

Branding: the hidden gem of design

Entering the design world, you automatically jump straight to the likes of graphic design and the likes of posters and advertisements. But recently I have discovered that long before this, is branding. The foundations and building blocks for any good design doesn’t just come from the designer, while this is vital, they work in partner with the brand guidelines. Every successful dessert and every successful science experiment needs instructions, and this is what these brand guidelines are. 

A brand begins with an idea. An idea which grows and evolves, like a person themselves. It’s a spark in someones head that grows as the brand takes shape. Similar to how it begins in someones head, the first step is to try and get into those who would be attracted to the brands head. As how they think and do must mirror how the brand thinks and does. The people around the brand are the key tool which is overlooked, they are the ones interacting, so they should have some involvement, direct or indirect, in the branding process. Should they not?

The hidden gem. Branding. It is like the process of designing the plans for a new house and then seeing it build and then be lived in. From the initial idea to the name to the slogan to the roll out to finally end with a brand that ‘lives’ in peoples’ lives. Before any of this can happen, the guidelines must be drawn up to guide any future designers to make sure people can continue to have the brand in their lives. A delicate and time consuming process. But one that will never be a thing of regret. Any successful and long term brand will have a set of guidelines as the foundations. 

The process may seem boring, unnecessary, waste of time. But looking at it from the right perspective, it can be the most influential and beneficial choice for a brand. Ever heard of a five year plan? The brand guidelines ensure this follows the plan as best as it possibly can. Hidden behind all the vibrant advertising and applications, the branding really is a gem as it allows the brand to be built brick by brick into a full functioning option to be added into the world. So never overlook it. It acts as a guide to new and old designers. Everyone can still learn no matter how experienced or inexperienced. 

Branding. The hidden gem of design. A background feature which only few know. It’s the conductor of a musical under the stage, unseen by the audience, but a piece of the puzzle whose value is immeasurable.