Brand Design

Can you spot great brand design?

Design plays a critical role in building your company’s brand. It’s easier and more cost effective to get your brand design right the first time. However, there may come a time when your company needs a design refresh — during a business transition or when you want to modernize the brand.

If you are developing a new brand or considering a brand refresh, keep these five principles of great brand design in mind.

1. Go for Classic Design

Design trends come and go, but sticking with a classic design is a better investment. Classic doesn’t mean boring. What it does mean is favoring traditional fonts and using colors that have staying power (such as neutrals or primary colors). Consider how your brand design will look 10 years from now — will it stand the test of time?

2. Align with “Who” Your Company Says It Is

Your brand design should align with what your company does or “who” your company is – it’s the visual representation of your company’s mission, vision, and values. It should tell a story and evoke positive emotions.

One clever example is the Amazon logo. It conveys its image of a one-stop shopping resource by connecting A to Z.

3. Less Is More

Visualize some of the most iconic brands — The Red Cross, Apple, Nike, Google, McDonald’s. One thing they share in common is that they kept their brand design simple. Their logos are minimal, easy to recognize, and clean.

Keeping your brand design simple also benefits cross-channel use. Your logo and other brand design elements are going to be used across multiple channels — from traditional print to digital media. A design element that looks great in print might not translate to a small mobile screen. Even at its smallest size, your logo should be instantly recognizable.

4. Leave Plenty of White Space

Along the same lines as less is more, let your brand design breathe with some white space. For starters, white space is free when it comes to printing. Second, a big block of black or a color is tough to make out from a distance.

5. Choose a Color Palette Carefully

What do you want your audience to feel when they see your brand materials? Excited, passionate, and fired up — or relaxed, calm, and collected? Your choice of color sends a message to your customers and prospects. While there are varying opinions on the psychology of color, one thing we know is that it must match your brand’s personality appropriately.


With an increasing emphasis on design in business today, it’s important to stick to solid design principles and resist the temptation to over-design your brand. It’s hard to go wrong with simple, authentic design.


View a few samples of Badger’s design work in our new (and in-progress) Portfolio.