To be a designer is to visualize, plan, and create; with millions of artists dedicating their lives to this profession, there is no single project that would be considered identical to another one. However, outstanding designers are able to portray their style and personality in each of their works yet maintain originality and freshness. The key element of this technique is establishing brand identity (Peterson, 2021). It is a misconception to believe that logo singlehandedly represents the brand (Coates, 2019). Instead, it is the visual aspect that can be traced across every piece created by a prominent designer. In order to build brand identity, an artist should determine what they want to communicate through their creation (Alati, 2022). Putting effort into analyzing customers’ desires and the products’ goals can additionally help in inventing a successful brand identity.
Moreover, designing this identity is not enough for establishing oneself in the market. It takes great skill and much practice to be able to stay coherent and consistent with defined individuality (Tarver, 2022). Furthermore, overly retaining it is undesirable because every project must always have room for uniqueness and freshness (Carvajal Pérez et al., 2019). A radical change or innovation can jeopardize recognition; due to this, it is most important to balance the two in designing (Yllobre, 2020). In order to do so, an artist should consider the identity as the base of the project, building and expanding upon it (Airey, 2019). The innovation can come from such sources as trends, references, roles in the category, and customer preferences (Johnson & Stewart, 2019). With enough practice and experience, a professional will learn to stay coherent with the established brand identity across various designs for different clients.
References
Airey, D. (2019). Identity designed: The definitive guide to visual branding. Rockport Publishers.
Alati, D. (2022). How to become an interior designer: everything you need to know.Adpro. Web.
Carvajal Pérez, D., Le Masson, P., Weil, B., Araud, A., & Chaperon, V. (2020). Creative heritage: Overcoming tensions between innovation and tradition in the luxury industry. Creativity and Innovation Management, 29, 140-151.
Coates, N. (2019). The selfie of an architect. Architectural Design, 89(6), 128-133.
Johnson, A., Stewart, B. (2019). Your brand matters. Stewart Design, LLC.
Peterson, M. (2021). Understanding your interior design brand identity. Furniture, lighting & décor. Web.
Tarver, E. (2022). Brand identity.Investopedia. Web.
Yllobre, C. (2020). Design for coherence, not consistency.Prototypr. Web.