Complete Guide 2025: Designing a brand identity

Complete Guide 2025: Designing a Brand Identity

Creating a strong brand identity has become one of the essential pillars for companies seeking to stand out in an increasingly saturated world. Whether you are a startup, an SME, or a large organization, investing in a well-thought-out branding strategy can transform your positioning and results. This article explores in detail the steps to design a brand identity in 2025, based on proven methods discussed in a comprehensive video guide.

Why Branding is Crucial in 2025

Branding goes far beyond simply creating attractive logos or fonts. As defined by Marty Neumeier, branding is the "good impression a customer has of a product, service, or company." A successful brand identity is based on a clear strategy, ensuring that every graphic or textual element is intentional and aligned with the company's message.

In 2025, companies are heavily investing in branding to differentiate themselves and meet the growing expectations of consumers. The benefits are numerous:

Enhanced recognition among the target audience.
Building an emotional connection, essential for customer loyalty.
Strategic alignment between the company's values and its visual image.

If you are an SME, an entrepreneur, or a designer looking for opportunities, understanding and mastering branding is an essential skill for thriving.

Key Steps to Create a Strong Brand Identity

The process of creating a brand identity may seem complex, but it becomes much more accessible when structured into key steps. Here is a step-by-step guide to help you embark on designing a professional brand identity suitable for any type of organization.

1. Understanding the Value of Branding

Before you begin, it is essential to understand why a company needs a brand identity. This involves:

Identifying the company's overall goals: attracting new customers, repositioning the brand, or meeting new market needs.
Ensuring that branding is not limited to a logo but reflects a holistic strategy.

2. The Research and Discovery Process

It all starts with a discovery phase with the client, often during an initial call or meeting. During this exchange, ask the right questions:

What are the company's long-term goals?
Who is the target audience? What are their needs, motivations, and challenges?
Who are the competitors in the market, and why does the client want to differentiate themselves?

Then begin to build a shared vision. For example, a designer can develop a strategic document that will guide the project throughout:

Brand mission and vision.
Core values.
A "hidden insight" or an unsaid truth, like why consumers emotionally attach to the brand.

3. Creating Moodboards and Exploring Visual Directions

Once the strategy is defined, move on to the creative phase:

Designing moodboards: gathering examples of typography, color palettes, and layouts that reflect the desired artistic direction.
Developing two or three proposals to allow the client to compare different approaches.

The goal here is to translate the brand's values and missions into coherent visual elements. For example, for a brand targeting a young and dynamic audience, opt for vibrant colors and bold typography.

4. Developing the Visual Identity

Once the moodboard is approved, focus on creating the actual visual identity:

Logos and variations (logotype, icon, full suite).
Typography tailored to the brand's personality.
Color palette (often limited to 3-5 shades for visual consistency).
Secondary graphic elements: patterns, illustrations, and icons.

Remember to include examples of practical applications (e.g., packaging or website mockups) to bring the visual identity to life.

5. Creating a Presentation Document and Brand Guidelines

Once the design is complete, compile everything into a clear and professional brand presentation. This document should explain:

The concepts behind each design choice (logo, colors, typography, etc.).
Practical applications on different media (print, digital, social networks).

Simultaneously, develop a style guide (brand guidelines) that provides detailed instructions for the consistent use of the brand identity. This ensures that the brand remains true to its vision, even when used by third parties or internal teams.

Tips for Working Like a Pro

For designers or agencies looking to enhance their skills, here are some tips from the guide:

Study the top agencies: Analyze the work of renowned studios to understand their approaches to typography, layout, and visual storytelling.
Create fictional projects: Practice by working on imaginary projects for fictional brands to enrich your portfolio.
Use collaborative tools: Platforms like Notion or Trello can be used to maintain transparent communication with clients, manage feedback, and track project progress.
Prioritize simplicity: Too many visual details can dilute the message. Focus on strategic and clean design choices.

Practical Examples: Case Study of a Real Project

In the video, a concrete example is presented: the creation of the "Smash" brand, a hair product for dynamic young men.

Strategic Approach: The mission was to "redefine style for those who don't follow but lead." The visual identity aimed for a bold aesthetic, with a palette of electric greens and distinctive typography.
Visual Design: The team chose to focus on a wordmark (a logo based on a word) that integrated visual elements like negative spaces to suggest a visual "smash."
Outcome: An energetic and consistent visual identity, accompanied by packaging mockups and a detailed style guide.

Key Points to Remember

Branding is a strategy, not just a logo: It is the foundation of a company's identity and success.
Structure your process: Approach each project with thorough research, a clear strategy, and careful execution.
Create collaborative documents: Tools like Notion or well-designed presentations help keep clients aligned at every stage.
Focus on the target audience: Every visual decision should meet the audience's expectations, needs, and aspirations.
Practice and learning: Study existing brand examples and regularly practice to refine your skills.

Conclusion

Creating a brand identity in 2025 requires a deep understanding of market needs and consumers, as well as a strategic and creative approach. Whether you are an agency, a freelance designer, or a company looking to stand out, adopting a structured process like the one presented here can transform your approach to branding.

With the right skills and an investment in research and execution, you will be able to design impactful, memorable brands aligned with your clients' values and goals.

Source: "How To ACTUALLY Design a Brand Identity (Full Guide 2025)" - Jack Watson, YouTube, Jan 17, 2025 - https://www.youtube.com/watch?v=y_2P5o_msuo

Use: Embedded for reference. Brief quotes used for commentary/review.