Broadly speaking, brand design defines the perception of a brand or product.
It usually is a collection of objectives, guidelines and assets such as logo, colors, typography, UI elements… It often is summarized through a UI kit, kitchen sink approach, and brand or style guide.
Visual identity: It contains the guideline of typography, colors, logo, do & don’t cases, sample. It also defines the feelings the brand want to convey.
Typography: Font family, font size, line height, character spacing.
Colors: Primary color, secondary color, color palette
Assets: Primary button, secondary button, the style of icons
Logo: Different use cases: Colorful logo, white logo in the black background. Avoiding use cases: Incorrect style, position, combinations, wrong color of logo.
Sample: Business Card Cup T-shirt Brochure
Kitchen sink: A guideline for designing the web. Design elements: color palette, typography, logo, imagery UI Components JS Components Widgets
Understand: Research, vision & design brief
Diverge: steal, get inspiration etc, using moodboard, bookmarks, InVision boards etc… Collect inspiration and start defining broad potential directions
Converge: Collect the best elements from each idea and then let it be a best solution.
Draft production: Rapidly sketch the idea and discuss with team.
Digital implementation: Bring our sketches to Sketch or Adobe Illustrator/Photoshop.