Branding design is the deliberate process of creating and combining a system of visual elements to represent a company, product, or service. It is the visual, tangible face of a brand. This discipline encompasses everything a customer sees, from the logo and color palette to the typography used on a website and the style of imagery in an advertisement. It is not just one thing but a cohesive suite of assets that work together to form a singular, recognizable identity. The primary goal is to shape the perceptions of an audience and communicate a brand’s core values, personality, and promise without using words.
This visual identity acts as a critical translator. It takes the intangible aspects of a brand, such as its mission, values, and personality, and turns them into a concrete sensory experience. When a consumer encounters a brand’s design, they should instantly get a “feel” for who that brand is. Is it modern and innovative? Is it traditional and reliable? Is it playful and energetic? Branding design is the set of tools used to build this first impression and ensure it is the correct impression, aligning the company’s internal strategy with its external public perception.
Ultimately, branding design is a strategic business tool. It is not art for art’s sake; every choice is made with a specific purpose. This purpose is to build a connection with a target audience, differentiate the brand from its competitors, and create a memorable experience that fosters recognition and loyalty. A strong visual identity becomes a shortcut in the consumer’s mind, allowing them to quickly identify a brand they trust in a crowded marketplace. It is the silent ambassador that speaks volumes before a single word of copy is read.
The Strategic Purpose of Branding Design
The purpose of branding design extends far beyond simple aesthetics or making a business “look good.” Its true function is deeply strategic. At its core, branding design is about shaping perception. It is the primary method a business uses to control its own narrative and influence how it is perceived by its target audience. Without a deliberate design strategy, a brand’s image is left to chance, defined by the whims and varied interpretations of the public. A strategic design provides direction, focus, and a clear, intended message.
This strategic process begins with a deep understanding of the business itself. Before a single color is chosen or a logo is sketched, the designer must know the brand’s mission, vision, values, target audience, and competitive landscape. The design then becomes a visual articulation of this strategy. If a brand’s strategy is to be the low-cost, no-frills leader, its design will be simple, direct, and utilitarian. If its strategy is to be a luxury, aspirational product, its design will be elegant, premium, and sophisticated, using high-end materials and refined typography.
Every design element serves this strategy. The choice of a modern, sans-serif font may signal simplicity and accessibility, aligning with a tech company’s strategy of user-friendliness. The use of a deep green and recycled paper textures in packaging supports a brand’s strategic commitment to sustainability. In this way, branding design is not a decorative layer added at the end; it is the very foundation of how the brand’s strategy is communicated to the world, making abstract ideas tangible and relatable.
Branding vs. Brand vs. Brand Identity
The terms “brand,” “branding,” and “brand identity” are often used interchangeably, but they represent distinct and crucial concepts. Understanding the difference is the first step in mastering branding design. A “brand” is not something a company creates; it is the result. It is the intangible, emotional perception and reputation that exists in the minds of the audience. It is what people feel and think when they hear a company’s name. A brand is built from every single interaction and touchpoint, from customer service to product quality and, of course, design.
“Brand identity” is the collection of tangible, visual elements that a company creates to represent itself. This is the core of branding design. The brand identity includes the logo, the color palette, the typographic system, the photographic style, and other visual assets. It is the company’s “visual toolkit.” Brand identity is the “what”—the set of assets you can put in a folder. It is the part of the brand that the company can directly control.
“Branding” is the “how.” It is the active, strategic process of using the brand identity to shape the audience’s perception and build the brand. “Branding” is the verb. It is the act of applying the logo to a product, using the brand colors in an advertisement, or ensuring the correct font is used in an email newsletter. Branding design, therefore, is the discipline of creating the brand identity elements and the strategy for how they will be deployed (branding) to build a specific, desired brand in the public’s mind.
The Psychological Impact of Visual Branding
Branding design is, in essence, a form of applied psychology. Humans are visual creatures, processing images and visual cues far faster than text. A brand’s visual identity taps directly into this cognitive pathway. Colors, shapes, and fonts all carry inherent psychological associations that can instantly evoke specific emotions and ideas. For example, the color blue is widely associated with trust, security, and competence, which is why it is used so frequently in the financial and tech industries. Red evokes energy, passion, or danger, making it effective for food brands or emergency services.
Shapes also play a pivotal role. Circles, ovals, and rounded edges often communicate softness, community, and friendliness. Squares and sharp-cornered rectangles imply stability, reliability, and order. This is why many logos for social platforms use circles, while many banks use squares. These are not random choices; they are calculated decisions designed to trigger a specific, subconscious emotional response that aligns with the brand’s intended personality.
This psychological impact is most powerful when it works at a subconscious level. Consumers rarely stop to analyze why a particular brand makes them feel a certain way. They simply internalize the visual cues and form an impression. Effective branding design uses this to its advantage, creating a “gut feeling” of trust, excitement, or quality. This emotional resonance is often the deciding factor in a purchase, as it builds a connection that goes deeper than a simple list of features or a price point.
How Branding Design Builds Trust and Credibility
Trust is the currency of modern business, and branding design is one of the most effective ways to build it. A cohesive, professional, and well-executed visual identity acts as a signal of quality and reliability. When a brand’s website, social media profiles, and product packaging all share the same logo, colors, and typography, it creates an impression of order, stability, and attention to detail. This consistency implies that if a company cares this much about its visual presentation, it likely applies the same care to its products, services, and customer support.
Conversely, a brand with an inconsistent, amateurish, or outdated design quickly erodes trust. A pixelated logo, a website that uses five different fonts, or business cards that do not match the company’s website all create a feeling of chaos and unprofessionalism. This visual dissonance makes the company seem unreliable, disorganized, or even untrustworthy. A customer may subconsciously wonder, “If they can’t even get their logo right, can I trust them with my money or my data?”
This link between design and credibility is direct. Good design acts as a uniform. Just as a crisp police uniform or a doctor’s white coat inspires immediate confidence, a strong brand identity serves as the professional “uniform” for a business. It non-verbally communicates that the company is legitimate, established, and serious about its work. This visual proof of professionalism is often the first hurdle a brand must clear to even be considered by a potential customer.
Differentiating in a Crowded Marketplace
In today’s global market, consumers are faced with an overwhelming number of choices. Nearly every product or service has dozens, if not hundreds, of direct competitors. In this environment of endless noise, differentiation is essential for survival. Branding design is the most immediate and effective tool for achieving this. When features, price, and quality are often similar, a brand’s unique visual identity can be the single most important factor that sets it apart.
Consider a supermarket aisle filled with cereal boxes or a digital store with countless apps. The consumer scans these options in seconds. The brand that “pops” is the one with a distinct and memorable design. A unique color palette, a compelling logo, or a distinctive typographic style can cut through the clutter and capture a potential customer’s attention. This initial visual hook is the first step in the customer’s journey.
This differentiation goes beyond simply looking different; it is about looking right for the target audience. A brand can differentiate itself by being the most elegant, the most playful, the most minimalist, or the most rugged. Its design is a visual claim to a specific niche or personality. This allows consumers to self-select. A customer looking for a rugged, outdoor product will be drawn to branding that uses earthy tones and bold, strong fonts, instantly filtering out the brands that look sleek and minimalist.
The Role of Branding in Customer Loyalty
Branding design’s role does not end once a purchase is made. In fact, it is just as critical in fostering long-term customer loyalty. Humans are wired to seek out familiarity. A consistent brand identity creates a sense of comfort, reliability, and recognition. When a customer repeatedly sees the same logo, colors, and visual style, it reinforces their relationship with the brand. This visual consistency builds a “brand habit,” making the choice easier the next time.
This familiarity evolves into an emotional connection. We do not just buy products; we buy into the identities and stories they represent. A strong brand design gives customers visual symbols to connect with. People become “fans” of a brand, much like a sports team. They wear the logo on a t-shirt, they feel a sense of pride in using the product, and they identify as “a person who uses this brand.” This creates a powerful emotional bond that transcends the product’s functional benefits.
This bond is what creates true loyalty. A loyal customer will choose their preferred brand even when a competitor offers a cheaper or slightly better product. They are loyal to the brand itself—to the feelings, identity, and sense of belonging it provides. This emotional loyalty, which is nurtured and maintained by a consistent and compelling branding design, is what insulates a company from price wars and market fluctuations, creating a sustainable and profitable customer base.
Branding Design as a Business Asset
Effective branding design is not an expense; it is an investment that builds a tangible business asset known as brand equity. Brand equity is the commercial value that a brand derives from consumer perception of the brand name, rather than from the product or service itself. It is the reason a consumer will pay a premium for a product with a specific logo on it compared to an identical, non-branded product. This value is built over time through consistent, positive experiences, all unified by the branding design.
A strong brand with high equity provides numerous financial advantages. It allows a company to command higher prices, as the perceived value is greater. It reduces marketing costs, as the brand is already recognizable and trusted, requiring less persuasion to make a sale. It facilitates new product launches, as the trust and loyalty from the parent brand can be extended to a new “family” of products, a “brand extension.” A well-designed brand is a platform for growth.
This asset can be so valuable that it is often listed on a company’s balance sheet. When a business is acquired, a significant portion of the purchase price is often for its brand equity. This intangible value—the goodwill, recognition, and loyalty built in the minds of the public—is a direct result of a successful, long-term branding strategy. The visual branding design is the primary vehicle for building and maintaining this incredibly valuable asset.
An Introduction to the Core Elements
Branding design is a system composed of several core elements. While we will explore these in greater detail in subsequent parts of this series, it is important to introduce them here. The first and most famous element is the logo. This is the primary visual symbol of the brand, acting as its face and signature. It is the cornerstone of the entire visual identity, and its design influences everything else.
The second element is the color palette. Color is the most emotionally resonant part of a visual identity. A brand’s color scheme, typically composed of a few primary and secondary colors, sets the overall mood and is often the most recognizable aspect of a brand, even more so than the logo. Think of the specific red of a soda brand or the distinct blue of a social media platform.
The third core element is typography. This refers to the specific fonts, or typefaces, that a brand uses in all its communications. The choice of font, from its style to its weight, conveys a huge amount of personality. It can make a brand feel modern, traditional, friendly, or authoritative. Together, the logo, color palette, and typography system form the foundational triad of any brand identity, working in harmony to create a cohesive and impactful whole.
Setting the Stage for Your Brand Strategy
Before any design work can begin, a solid brand strategy must be in place. This strategy is the blueprint for the design process. It is an internal document that defines the “why” behind the brand. It answers critical questions: What is our mission? What are our core values? Who is our target audience? What is our unique value proposition? What is our brand’s personality or tone of voice? Without clear answers to these questions, a designer is simply decorating, not communicating.
The brand strategy guides every design decision and ensures objectivity. When a team is debating between two logo concepts, they can refer back to the strategy. Which concept better communicates the brand’s personality of “playful and energetic”? Which color palette better aligns with the value of “security and trust”? This strategic foundation prevents decisions from being made based on personal taste or fleeting trends.
This initial strategic work is the most important part of the branding design process. It involves research, workshops, and deep analysis of the market and the audience. A designer or agency will spend significant time understanding the business before ever opening a design program. This “strategy-first” approach ensures that the final visual identity is not only beautiful but also smart, effective, and perfectly aligned with the business’s long-term goals.
The Logo as the Primary Brand Identifier
The logo is the undeniable cornerstone of a branding design system. It is the single most important visual element, acting as the primary identifier for a business. In its simplest form, a logo is a symbol, mark, or wordmark designed to be instantly recognizable. It is the “face” of the company, condensing the brand’s entire identity into one compact, memorable graphic. This small-but-mighty asset appears on everything from a website header and social media profiles to product packaging and employee uniforms.
Its primary function is identification. In a fraction of a second, a well-designed logo tells a consumer who they are dealing with. This immediate recognition is the foundation for building brand equity. As a customer has more positive interactions with a brand, that positive sentiment becomes attached to the logo itself. Over time, the logo becomes a vessel for all the trust, goodwill, and emotional connection the brand has earned. It evolves from a simple graphic into a powerful symbol of reputation.
Because of this, the design of a logo carries immense weight. It must be unique, memorable, and appropriate for the brand’s industry and audience. It must be simple enough to be recognized instantly but distinctive enough to stand out from the competition. This single mark is the most concentrated expression of the brand, and its design, therefore, requires the most careful thought, strategy, and skill in the entire branding process.
Types of Logos: A Comprehensive Guide
Logos are not one-size-fits-all. They can be broadly categorized into several distinct types, each with its own strengths. A “wordmark” or “logotype” is a logo that is built entirely from the name of the company, using a unique font or typographic treatment. Think of major search engines or soda brands. This type is effective for building name recognition, especially for new companies.
A “lettermark” or “monogram” is similar but uses the brand’s initials instead of its full name, often for brands with long or complex names. Think of television networks or high-fashion brands. These are highly memorable and work well as compact icons. A “pictorial mark” or “brandmark” is a literal, recognizable icon that represents the brand. A certain fruit for a tech company or a bird for a social media platform are famous examples. These are powerful but can take time to build association.
An “abstract mark” is a purely geometric or abstract symbol that does not represent a real-world object. It is a custom shape created specifically for the brand, like the swoosh on a sneaker. These are highly unique and can be imbued with specific meaning. “Mascots” are logos featuring an illustrated character, often used to make a brand feel friendly and approachable, especially for food products or sports teams.
Finally, a “combination mark” is a logo that combines a wordmark with a pictorial or abstract mark. This is a very popular and versatile choice, as it pairs the brand name and a symbol, reinforcing the connection between the two. An “emblem” is a logo where the name is integrated inside a symbol, like a badge or crest. These feel traditional, established, and are common for universities and car manufacturers.
Principles of Effective Logo Design
While logo design is a creative process, it is guided by a set of time-tested principles. The most important of these is “simplicity.” A simple logo is easy to recognize, easy to remember, and easy to reproduce. A complex or cluttered design with too many details will become a muddled mess when shrunk down to a small size. Simplicity ensures that the logo is clear and impactful in any context.
“Memorability” is another key principle. A great logo is distinctive and “sticky.” It should be unique enough to stand out from the visual noise and implant itself in a viewer’s memory. This is often achieved through a unique shape or a clever “a-ha” moment, but it must not be so complex that it becomes hard to recall.
“Timelessness” is the goal of any great logo. While trends come and go, a logo should be designed to last for decades. Chasing the latest design fad will only ensure that the logo looks dated in a few short years, requiring a costly rebrand. Effective logos are built on classic design principles that transcend temporary styles.
“Versatility” is a practical necessity. The logo must function flawlessly across every conceivable medium. This means it must look good in black and white, in one color, and in full color. It must be legible when tiny, as a favicon on a browser tab, and still look sharp when massive, on the side of a building.
Finally, “appropriateness” is the strategic filter. The logo’s design must be appropriate for the brand’s industry and audience. A playful, cartoonish font would be wildly inappropriate for a law firm. A somber, serious color palette would not work for a children’s toy brand. The design must align with the personality and expectations of the intended market.
The Psychology of Shapes in Logo Design
Just as colors evoke emotions, the fundamental shapes used in a logo have a powerful psychological impact. Our brains are hardwired to associate specific meanings with different shapes. Circles, ovals, and ellipses are a common choice. Because they have no sharp corners, they convey a sense of softness, friendliness, and community. They feel inclusive, whole, and can represent unity, partnership, or a continuous cycle.
Squares and rectangles are the most stable shapes. Their right angles and solid lines communicate order, reliability, stability, and strength. They feel grounded, practical, and trustworthy. This is why these shapes are heavily favored by financial institutions, insurance companies, and other brands that want to project an image of security and dependability.
Triangles are dynamic shapes. They are associated with direction, movement, and energy. A triangle pointing up can suggest growth, progress, or power. A triangle pointing forward can suggest speed or a forward-thinking mindset. They are often used by brands in science, technology, or automotive industries to convey innovation and momentum.
The orientation of shapes and lines also matters. Vertical lines suggest strength and power, while horizontal lines feel calm and stable. Organic, curved lines drawn from nature can feel comforting and gentle. Sharp, angular lines can feel energetic, aggressive, or high-tech. A logo designer masterfully combines these elements to create a subconscious feeling that matches the brand’s personality.
Deconstructing Simplicity: Why Less is More
The principle of simplicity in logo design is paramount for cognitive reasons. A simple logo is easier for the brain to process and store. The less “visual information” a logo contains, the less work the brain has to do to make sense of it. This makes the logo more memorable. A design with multiple fonts, complex gradients, and intricate linework overloads the viewer and is quickly forgotten. A simple, bold shape or a clean wordmark is instantly processed and recalled.
Simplicity also equals confidence. A brand that uses a simple, clean logo appears confident in its identity. It does not need to shout with flashy effects or complex illustrations. It is secure in its mark and what it represents. This minimalist approach often translates to a perception of sophistication, elegance, and modernity. A cluttered design, by contrast, can feel chaotic, unrefined, or even desperate for attention.
From a practical standpoint, simplicity is directly linked to versatility. A simple logo is far easier to reproduce. It can be embroidered on a shirt, stamped into metal, or printed with a single color of ink without losing any of its integrity. A complex logo with gradients and fine details will fail in these applications. A designer must always design for the most “difficult” application first, which often means designing in pure black and white to ensure the core concept is strong.
The Importance of Scalability and Versatility
A logo’s versatility is its ability to work in any situation, and scalability is a key component of this. A logo must be designed to be “responsive.” In today’s multi-platform world, a logo will appear in a massive range of sizes. It must be recognizable as a tiny 16×16 pixel favicon in a browser tab. It must be clear as a one-centimeter-wide icon on a mobile app. At the same time, it must look crisp and hold its form when blown up to fit a 30-foot billboard.
This is why simple logos are so successful. Intricate details, fine lines, and subtle textures will completely disappear when a logo is shrunk down. The logo will become an illegible smudge. A good logo is designed with this in mind, often having a “responsive” system. There might be a full-service version with the combination mark, a simplified version with just the icon, and a simple lettermark for the smallest applications.
Versatility also extends to color. A logo must be designed to work in a single color. If a logo relies on its colors to be recognizable, it is a weak logo. What happens when it needs to be faxed, photocopied, or etched into glass? A strong logo’s core form is so distinctive that it is identifiable in pure black and white. The color is an enhancement, not a crutch.
Creating a Meaningful and Appropriate Logo
A logo must be more than just a pretty picture; it must be meaningful. This does not mean it has to be a literal representation of what the company does. A web design company does not need a computer in its logo. A coffee shop does not need a coffee bean. In fact, these literal interpretations are often clichéd and forgettable. Instead, the meaning should come from a deeper, more conceptual place.
The meaning should be derived from the brand’s core strategy. The logo should be a visual metaphor for the brand’s value proposition. A logo for a financial planning firm might use an upward-pointing arrow integrated into its wordmark to represent growth. A logo for a data company might use interconnected dots to represent networks and connections. These “hidden” meanings add a layer of depth and cleverness that makes the brand feel smarter and more considered.
This meaning is then filtered through the lens of appropriateness. The design must be appropriate for the target audience. A logo for a children’s brand can be colorful, whimsical, and use a rounded, playful font. This same logo would be disastrous for a high-end law firm, which needs to communicate authority, tradition, and seriousness. The logo must speak the visual language of its industry while still being unique enough to stand out.
The Logo Design Process: From Brief to Final Asset
Creating a professional logo is a meticulous process, not a single flash of inspiration. It always begins with the “brief.” This is a strategic document created with the client that details the brand strategy: the mission, values, audience, competitors, and goals. This brief becomes the north star for the entire project, ensuring all design decisions are grounded in strategy, not just aesthetics.
The next phase is research and discovery. The designer deeply analyzes the industry, studies the competitors’ logos, and gathers visual inspiration. This is followed by sketching. This is the most creative phase, where the designer explores hundreds of rough ideas on paper. They are not focused on perfection, but on generating as many concepts as possible, exploring different shapes, metaphors, and compositions.
The strongest sketches are then brought into design software for digital rendering. Here, the designer refines the shapes, tests different fonts, and begins to explore color. These digital concepts are presented to the client. This is a collaborative phase of feedback and refinement, where the client and designer work together to hone the best concept.
Once a final design is chosen, the designer perfects it, ensuring all curves are smooth, all lines are aligned, and the proportions are perfect. The final step is creating the “logo package.” This is not just one file. It is a comprehensive set of files for every imaginable use: high-resolution files for print (CMYK), web-optimized files (RGB), vector files (AI, EPS, SVG) that can be scaled infinitely, and files in full color, black, and white.
Beyond the Logo: Developing a System of Marks
In the modern branding landscape, a single logo is often not enough. A truly versatile brand identity requires a system of visual marks. This system is anchored by the primary logo (e.g., the full combination mark), but it is supported by a family of related assets. This ensures the brand remains recognizable and consistent in every possible context, especially in tight digital spaces.
A secondary logo is often created. This might be a simplified or “stacked” version of the primary logo. For example, if the primary logo is a horizontal wordmark next to an icon, the secondary logo might be a vertical version with the icon stacked on top of the wordmark. This gives the brand flexibility for different layouts, such as a square social media profile.
Brandmarks or submarks are also developed. This is often the standalone icon or abstract mark, detached from the wordmark. This submark is perfect for use as a social media avatar, an app icon, or a favicon. It acts as a powerful, compact shorthand for the brand. A custom lettermark or even a single-letter monogram might also be designed for the smallest applications, ensuring that even in the tiniest spaces, the brand’s visual DNA is present.
This system of marks is a key component of a responsive brand identity. It allows the brand to “flex” its visual presence to be appropriate for the medium. A billboard gets the full, detailed primary logo. A mobile app gets the simple, clean brandmark. This thoughtful system ensures the brand is always presented in the best possible light, no matter where it appears.
The Power of Color in Branding Design
Color is arguably the most powerful and emotionally resonant element in branding design. It is the first thing a consumer’s brain processes, often before they have even identified the shape of the logo or read the brand name. This initial color impression is a “gut” reaction, capable of instantly setting a mood, conveying a personality, and triggering specific, subconscious associations. The right color choice can make a brand feel energetic, trustworthy, sophisticated, or playful. The wrong choice can create a jarring disconnect, making a brand feel untrustworthy or inappropriate.
This power comes from its ability to influence perception directly. Color is a universal language, but it is one spoken in emotions. It can affect mood, influence behavior, and even alter perceptions of attributes like taste or temperature. For a brand, this means color is a primary tool for communicating its core values. It is often the most memorable part of a brand’s identity; consumers will frequently remember a brand’s “color” before its name.
This memorability is a key strategic advantage. When a brand “owns” a color in its category, it builds an incredibly strong visual shortcut. Think of the distinctive blue of a jewelry box, the specific red of a streaming service, or the vibrant green of a tractor. This color ownership creates instant recognition and differentiation on a crowded shelf or a busy webpage, making the brand unmistakable.
Understanding Color Psychology: A Deep Dive
Each color carries a vast spectrum of psychological associations, which are a mix of biological responses and learned cultural meanings. Red is one of the most potent colors. It is physically stimulating, increases heart rate, and evokes strong emotions. It can represent passion, excitement, love, and energy, which is why it is common for food and entertainment brands. However, it can also signify danger, warning, or debt.
Blue is the color of the mind. It is calming, serene, and mentally soothing. It is overwhelmingly associated with trust, security, intelligence, and competence. This makes it the default choice for financial institutions, healthcare providers, and technology companies that need to project reliability and safety. However, a “cold” blue can also feel distant or unemotional.
Green is the color of balance and nature. It is the easiest color for the eye to process, creating a feeling of restfulness and calm. It is inextricably linked to health, freshness, growth, and the environment. This makes it the obvious choice for organic food brands, wellness products, and companies focused on sustainability. Darker greens are also associated with wealth and prestige.
Yellow is the color of optimism. It is bright, energetic, and cheerful, grabbing attention and stimulating the mind. It is associated with happiness, creativity, and affordability. It is often used for brands that want to appear friendly, positive, and accessible. However, too much yellow, or the wrong shade, can create feelings of anxiety or be perceived as “cheap.”
Orange is a blend of red’s energy and yellow’s cheerfulness. It is friendly, enthusiastic, and confident. It is a social color that suggests fun, creativity, and adventure. It is often used for youth-oriented brands or to create a strong, clear call to action.
Purple has long been associated with royalty, nobility, and luxury. It combines the passion of red and the calm of blue. It can make a brand feel sophisticated, creative, and wise. Lighter shades like lavender can be seen as more romantic or feminine.
Black is the color of power, sophistication, and elegance. It is timeless, classic, and can make a brand feel high-end and luxurious. It can also be seen as modern and edgy. White represents purity, simplicity, and cleanliness. It is the ultimate minimalist color, often used by tech brands and healthcare to create a feeling of order and clarity.
Cultural Perceptions of Color
While basic psychological responses to colors are often universal, their specific cultural meanings can vary dramatically. This is a critical consideration for any brand that operates in a global market. A color choice that works perfectly in one country could be a disaster in another. Failure to research these nuances can lead to serious miscommunication and cultural insensitivity.
For example, in Western cultures, white is the color of purity, innocence, and weddings. However, in many East Asian cultures, including China, Japan, and Korea, white is the traditional color of mourning and funerals. A brand using white to evoke “purity” in these markets might instead be making a somber or inappropriate statement.
Similarly, red in Western cultures is passion, love, or danger. In China, red is an incredibly positive color, symbolizing good fortune, happiness, and prosperity. It is the color of weddings and holidays. In South Africa, however, red is associated with mourning. Green is the national color of Ireland and is strongly associated with Islam in many Middle Eastern countries. Understanding these deep-sited cultural contexts is not optional; it is a fundamental part of a responsible global branding strategy.
Building a Cohesive Brand Color Palette
A brand’s color system is rarely just one color. It is a carefully constructed “palette” of colors that are designed to work together harmoniously. This palette gives the brand flexibility while ensuring that all its visual materials feel like they belong to the same family. A well-defined palette is essential for creating a consistent and professional brand identity.
A typical brand palette is built in tiers. It starts with one or two “primary” colors. These are the main, most recognizable colors of the brand. They are used for the most important elements, like the logo, headlines, and key calls to action. These colors are the core of the brand’s visual equity.
Next, the palette includes one or two “secondary” colors. These are complementary or analogous colors that are designed to support the primary colors. They are used for less-important elements, like subheadings, backgrounds, or secondary information. They add visual interest and depth to a design without competing with the primary brand colors.
Finally, the palette includes “neutral” colors. This is a set of whites, grays, and blacks (or dark blues/browns). These neutrals are used for body text and large background areas. They provide a clean, legible foundation that allows the primary and secondary colors to stand out. A brand might have a “warm” gray or a “cool” gray, and this choice further refines its personality.
Primary, Secondary, and Accent Colors
The structure of a brand palette can be broken down further to guide its application. The primary colors are the brand’s workhorses. They are the most-used colors and the ones that should create the strongest sense of recognition. If a brand has one primary color, like a strong “brand blue,” it will be the dominant color in its identity.
Secondary colors are used to create contrast and hierarchy. They help guide the user’s eye and break up the monotony of the primary color. For example, if the primary color is a deep blue, a secondary color might be a lighter, more energetic blue, or perhaps a complementary orange. These are used for supporting graphics, charts, or highlight boxes.
The most exciting part of a palette is often the “accent” color. This is a single, vibrant color used very sparingly to draw attention to the most important items. This could be a “buy now” button, a special offer, or a navigation highlight. Because it is used so rarely, it has maximum impact when it appears. For a brand with a calm blue and gray palette, a sudden pop of bright yellow as an accent can be incredibly effective. A common guideline for this balance is the 60-30-10 rule: 60% neutral, 30% primary, and 10% accent.
Color Models: CMYK vs. RGB vs. Pantone
A critical and often overlooked part of color branding is the technical specification. A color is not just “blue.” It must be precisely defined so that it looks the same everywhere. This is where color models come in. “RGB” stands for Red, Green, and Blue. This is an “additive” color model used for digital screens. It is how televisions, monitors, and smartphones create color. A brand’s RGB values (e.g., R: 10, G: 84, B: 164) are essential for its website, social media, and digital ads.
“CMYK” stands for Cyan, Magenta, Yellow, and Key (Black). This is a “subtractive” color model used for physical printing. It is how ink is applied to paper for business cards, brochures, and packaging. A brand’s CMYK values (e.g., C: 91, M: 70, Y: 0, K: 0) are vital for all print materials. It is important to note that a bright, vibrant RGB color (like a neon green) often cannot be perfectly replicated in CMYK, so designers must choose palettes that work well in both models.
The “Pantone” Matching System (PMS) is the standard for color consistency. Pantone colors are standardized, pre-mixed inks used in professional printing. This system ensures that a brand’s “specific blue” is the exact same shade, no matter who prints it or where in the world it is printed. Brands will have a specific Pantone code for their primary colors to guarantee this consistency on high-importance items like packaging and logos.
Creating Contrast for Accessibility and Readability
Branding design is not just about looking good; it must be functional and inclusive. A key part of this is ensuring sufficient color contrast, which is essential for readability and accessibility. This is especially important for users with visual impairments, such as color blindness or low vision, but it benefits all users by reducing eye strain.
The Web Content Accessibility Guidelines (WCAG) provide clear standards for contrast ratios. These guidelines define the minimum level of contrast required between text and its background. For example, light gray text on a white background has a low contrast ratio and is very difficult to read. Black text on a white background has a very high contrast ratio and is highly legible.
A brand designer must test all their color combinations to ensure they pass these accessibility standards. This is particularly important for text. The brand’s neutral colors for body copy must have a high contrast against the background. The primary and secondary colors, when used for buttons or headlines, must also have sufficient contrast with the text or icons placed on top of them. A beautiful brand that is illegible is a failed brand.
The Role of White Space as a “Color”
In design, “white space” (or negative space) refers to the empty, unmarked areas of a design. It is the space between elements, the margins, and the “breathing room” in a layout. This space is not “empty”; it is an active and powerful design element. Just like a musical rest, the silence of white space is what gives the other elements their power and meaning.
White space is crucial for creating a sense of calm, order, and sophistication. A design that is cluttered with too much text and too many images feels chaotic, cheap, and overwhelming. A design that uses generous white space feels clean, focused, and confident. It guides the user’s eye to the most important content and makes the layout easier to scan.
Brands that want to appear high-end, minimalist, or luxurious, use white space as a primary tool. By surrounding their logo or a product image with ample negative space, they are visually communicating that the item is important and valuable. It is a signal of quality. A good brand color palette, therefore, is not just about the colors it contains, but about how it is balanced with this intentional use of “empty” space.
How to Choose Your Brand’s Primary Color
Choosing a brand’s primary color is one of the most significant decisions in the branding process. This choice should never be based on the founder’s personal favorite color. It must be a strategic decision based on the brand’s core identity. The process starts by defining the brand’s personality. Is the brand playful, serious, innovative, traditional, or friendly?
Once the personality is defined, you can use color psychology to find a match. A brand built on being “innovative and intelligent” might lean toward blue. A brand that is “energetic and youthful” might choose orange or yellow. This creates a list of potential candidates.
The next step is competitive analysis. A designer will map out the primary colors used by all the direct competitors. If every competitor in the industry is using blue (a common problem), choosing blue will make the brand invisible. In this case, it might be a powerful strategic move to choose a different color, like a vibrant green or a confident red, to differentiate the brand instantly.
Finally, the choice must be appropriate for the target audience. The designer must consider the cultural and demographic associations of the audience. The final choice will be a color that aligns with the brand’s personality, differentiates it from competitors, and resonates positively with its intended customers.
Maintaining Color Consistency
Once a color palette is defined, the single most important rule is “consistency.” A brand’s colors must be the exact same shade everywhere. This consistency is what builds brand recognition. If a brand uses a bright, vibrant blue on its website, a pale, washed-out blue on its business cards, and a dark navy blue on its social media, the audience will be confused. They will not be able to form a strong visual connection to the brand.
This is why technical color definitions are so important. The brand guidelines must specify the exact color codes for all applications: the RGB values for digital, the CMYK values for print, and the Pantone code for high-end production. These are not suggestions; they are strict rules.
This consistency ensures that the brand equity is protected. Every time a consumer sees that specific, consistent shade of color, it reinforces their memory of the brand. This repetition, over months and years, is what builds the instant recognition that all brands strive for. A brand that is sloppy with its color is actively damaging its own memorability and, by extension, its trust and professional image.
What is Typography in Branding Design?
Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. In branding design, typography is far more than just “choosing a font.” It is the visual expression of the brand’s voice. If the logo is the brand’s face, typography is its voice. The fonts a brand chooses, and how it uses them, convey a vast amount of personality, tone, and emotion.
A brand’s typographic system can make it feel modern, classic, elegant, playful, strong, or friendly. This is achieved through the careful selection of typefaces and the creation of a system for their use, including size, weight, and spacing. This system ensures that all of the brand’s written communication, from a website headline to the fine print on a package, feels consistent and intentional.
Typography is a crucial and often underestimated element of brand identity. When done well, it seamlessly integrates with the logo and color palette to create a unified and cohesive brand experience. When done poorly, it can create a jarring disconnect. A beautiful logo paired with an inappropriate or illegible font can undermine the entire brand’s credibility.
The Anatomy of Typography: Key Terms
To understand typography, one must first understand its basic anatomy. The most fundamental classification is the “typeface” versus the “font.” A typeface is the “family” of design, such as Helvetica or Times New Roman. A “font” is a specific style and weight within that family, such as “Helvetica Bold 12-point.”
Typefaces are broadly categorized into a few key groups. “Serif” typefaces are those with the small “feet” or decorative strokes at the ends of the letters. These are the oldest styles, and they feel traditional, established, and authoritative. They are also considered highly readable for long blocks of body text in print.
“Sans-serif” typefaces are those without the “feet,” from the French word “sans” meaning “without.” These fonts have clean, modern lines and are associated with simplicity, clarity, and innovation. They are the dominant choice for digital screens as their simple forms render clearly even at small sizes.
“Script” typefaces mimic handwriting or calligraphy. They can feel elegant, personal, or playful. “Display” or “decorative” typefaces are highly stylized and are not intended for body text. They are used for short headlines or logos to convey a very specific, often dramatic, personality.
Key typographic terms also include “kerning,” which is the spacing between two specific letters, and “tracking,” which is the overall spacing of a group of letters. “Leading” (pronounced “ledding”) is the vertical space between lines of text. A designer manipUrates all these variables to create a perfectly balanced and readable text block.
The Psychological Impact of Font Choices
Like colors and shapes, fonts have a powerful psychological impact. The style of a typeface triggers immediate, subconscious associations. Serif fonts, with their long history tied to print, newspapers, and books, convey a sense of tradition, reliability, and respectability. They are often used by law firms, universities, and financial institutions to project an image of authority and heritage.
Sans-serif fonts, with their clean, geometric lines, feel modern, progressive, and approachable. They are associated with technology, efficiency, and clarity. This is why they are the default choice for tech startups, minimalist lifestyle brands, and any company that wants to appear forward-thinking and user-friendly.
Script fonts, with their flowing, human-like strokes, feel personal and elegant. A formal script can suggest luxury and sophistication, making it popular for high-end fashion or wedding invitations. A more casual, handwritten script can feel friendly, fun, and authentic, as if the brand is writing a personal note to the customer.
Bold, “slab-serif” or blocky display fonts can feel strong, loud, and confident. They are often used by brands that want to make a powerful statement, such as in sports or automotive industries. Conversely, a very thin, light-weight font can feel delicate, airy, and sophisticated. The “weight” of a font is a powerful tool for setting a tone.
How to Choose Your Primary Brand Font
The selection of a brand’s primary typeface is a strategic decision that must align with its core personality. The first step is to revisit the brand strategy. What are the key personality traits the brand wants to communicate? Is it “friendly and accessible”? “Authoritative and wise”? “Modern and innovative”? This personality profile will immediately narrow the field of potential typefaces.
A “friendly and accessible” brand would likely gravitate toward a sans-serif with rounded, open letterforms. An “authoritative and wise” brand would be better served by a classic, strong serif. A “modern and innovative” brand would look for a clean, geometric sans-serif.
Designers also consider the practical application. Where will this font be used most? If the brand is digital-first, the font must be optimized for screen readability. If the brand has a large print component, a font that works well on paper is key. The chosen typeface must also have a robust “family” of fonts, meaning it includes a variety of weights (light, regular, medium, bold, black) and styles (italic). This gives the designer the flexibility to create a visual hierarchy.
Creating a Typographic Hierarchy
A brand’s typographic system is not just one font. It is a defined “hierarchy” that tells a reader what to read first, second, and third. This hierarchy creates order, guides the user’s eye, and makes complex information easy to digest. Without a clear hierarchy, a page of text is just an intimidating, unappealing “wall” of words.
This hierarchy is typically defined in the brand guidelines. It starts with the “H1” or primary headline. This is the largest and boldest text, reserved for the most important message. It might use the brand’s primary display font or a very bold weight of its main typeface.
Next are the H2 and H3, or subheadings. These are smaller than the H1 and are used to break up content into logical sections. They use a different size, weight, or even the brand’s secondary font to create clear separation.
Finally, there is the “body” copy. This is the smallest, most common text, used for paragraphs. The primary goal for this font is not personality, but readability. It must be a clean, simple, and comfortable font to read for long periods. This entire system ensures that every piece of communication is clear, organized, and visually consistent.
The Art of Font Pairing
Many brand identities use more than one typeface, often pairing a headline font with a body font. This is a powerful way to add visual interest and personality. However, “font pairing” is a delicate art. The goal is to find two typefaces that have enough contrast to be distinct, but enough similarity to feel harmonious.
A classic and highly effective pairing is a serif and a sans-serif. For example, a brand might use a strong, elegant serif for its headlines to convey tradition and authority, but pair it with a clean, modern sans-serif for its body text to ensure high readability on digital screens. This combination gets the best of both worlds.
The key to successful pairing is contrast. Pairing two very similar sans-serif fonts, for example, often looks like a mistake. The contrast can come from style (serif vs. sans-serif), weight (a very bold headline vs. a light body), or structure (a condensed font vs. an extended one). A good pairing creates a dynamic, professional-looking design. Most brands are advised to stick to a maximum of two or three fonts to avoid a cluttered and chaotic appearance.
Legibility and Readability Across All Mediums
While personality is important, the non-negotiable foundation of all typography is “legibility” and “readability.” Legibility refers to how easily a reader can distinguish individual letters within a typeface. A highly decorative or “stylized” font may have low legibility. Readability refers to how easily a reader can scan and absorb long passages of text. This is affected by font choice, size, leading, and contrast.
A brand’s typography must be legible and readable in every single context. A font that looks beautiful as a large headline on a desktop website may become an unreadable blur on a small mobile screen. A font that works well in print may not render clearly on a low-resolution display.
Designers must test their chosen fonts rigorously. They check them at tiny sizes for app interfaces and in fine print. They check them on different devices and in different browsers. They also ensure the color of the text has sufficient contrast with its background, as per accessibility guidelines. A “cool” font that no one can read is a communication failure.
Licensing and Font Selection
A practical and critical aspect of typography is font licensing. Fonts are software, and like any software, they have licenses that govern their use. A brand cannot simply download any font from the internet and use it for commercial purposes. Doing so can result in significant legal and financial penalties.
There are several types of font licenses. Some fonts are “open-source” or free for all commercial use. Others are “desktop” licenses, where a company pays a one-time fee to use the font for print materials or static images. A “web font” license is a separate, often recurring fee, that allows the brand to embed the font on its website. An “app” license is another separate fee for using the font within a mobile application.
A professional branding designer will always navigate this process for their client. They will select fonts that have the correct, commercially-available licenses for all the brand’s intended uses. This is a crucial part of building a professional and legally-compliant brand identity.
Typography as an Element of Brand Voice
Typography and “tone of voice” are deeply intertwined. A brand’s “voice” is its defined personality, such as “warm and friendly,” “professional and authoritative,” or “witty and irreverent.” The typography a brand uses is the visual manifestation of that voice. The two must be in perfect alignment.
If a brand’s written copy is warm, friendly, and uses “we” and “you,” but its typography is a cold, rigid, and sharp serif, the customer will feel a disconnect. The brand is saying one thing but looking like another. This creates a feeling of inauthenticity.
A successful brand identity ensures harmony. A “warm and friendly” voice is paired with a rounded, open sans-serif. An “authoritative” voice is paired with a classic, strong serif. A “witty” voice might use a more unique, quirky font for its headlines. This alignment ensures that the message is received as a single, cohesive communication. The way the words look reinforces what the words say.
Consistency in Typographic Application
As with color and logos, the key to successful brand typography is “consistency.” Once the typographic system—the font choices and the hierarchy—is defined, it must be used by everyone, everywhere, all the time. This consistency is what builds typographic recognition and reinforces the brand’s personality.
The brand guidelines are the tool to enforce this. They will clearly state: “Use Font X Bold at 36 points for all H1 headlines. Use Font Y Regular at 16 points for all body copy. Never use Font Z.” These rules are not meant to stifle creativity; they are meant to protect the brand identity from dilution.
When all brand communications, from the website and the annual report to the social media posts and the email signatures, use the same typographic system, it creates a powerful cumulative effect. The audience becomes familiar with the brand’s “look.” This visual consistency builds trust, professionalism, and a strong, recognizable brand identity.
What Are Brand Guidelines and Why Are They Essential?
Brand guidelines, also known as a brand style guide or a “brand bible,” are the single most important document for maintaining a brand’s integrity. This document is a comprehensive rulebook that defines and demonstrates how all the elements of the brand identity should be used. It is the instruction manual for the brand’s visual and verbal assets. Its primary purpose is to ensure consistency across all platforms, communications, and touchpoints.
These guidelines are essential because a brand is not built by a single person. It is managed by internal marketing teams, external advertising agencies, freelance designers, social media managers, and web developers. Without a central set of rules, each ofthese parties would interpret the brand’s identity differently. This would lead to chaos: the logo would be stretched, the wrong colors would be used, and the typography would be inconsistent.
Brand guidelines prevent this dilution. They provide a single source of truth that empowers anyone working with the brand to make “on-brand” decisions. This ensures that every time the public encounters the brand, they are seeing a consistent and professional image. This consistency is the foundation of brand recognition and trust.
Key Components of a Brand Style Guide
A comprehensive brand style guide is composed of several key sections. It begins with the brand’s core strategy: the mission, vision, and values. This provides context for why the design rules exist. The first major design section is for the “Logo.” This section showcases the primary logo, secondary logos, and submarks, and provides clear rules for their use.
The next section is “Color.” This defines the official brand color palette. It provides the exact color codes for the primary, secondary, and neutral colors in all required models: RGB (for digital), CMYK (for print), and Pantone (for manufacturing).
The third section is “Typography.” This defines the brand’s typefaces and the typographic hierarchy. It specifies which fonts to use for headlines (H1, H2, H3) and body copy, including their size, weight, and spacing.
A robust guide also includes sections for “Imagery” (defining the style of photography or illustration), “Tone of Voice” (defining the brand’s personality and language), and “Iconography” (showcasing the custom icon set). The more detailed the guide, the more protected the brand.
Logo Usage Guidelines: The Do’s and Don’ts
The logo section of the brand guidelines is often the most detailed. It is not enough to just show the logo; the guide must explicitly define how to use it and, just as importantly, how not to use it. This section starts by defining “clear space,” which is the “breathing room” or exclusion zone that must be maintained around the logo to ensure it is not crowded by other elements.
It also defines the “minimum size.” This is the smallest the logo is allowed to be reproduced while still being legible and clear. This prevents the logo from becoming a blurry or unreadable smudge on small applications.
The bulk of this section is often a list of “don’ts.” These are visual examples of logo misuse that are strictly forbidden. This list includes: “Do not stretch or distort the logo,” “Do not change the logo’s colors,” “Do not rotate the logo,” “Do not place the logo on a busy or low-contrast background,” “Do not rearrange the logo’s elements,” and “Do not add drop shadows or other effects.” These rules are critical for protecting the logo’s integrity.
Defining Your Brand’s Imagery and Photographic Style
Visuals go far beyond the logo. The imagery a brand uses—its photography and illustrations—plays a massive role in setting its mood and communicating its personality. The brand guidelines must define this style to ensure consistency. A brand’s photographic style is not just what is in the pictures, but how the pictures feel.
The guidelines might specify the “tone.” Is the photography bright, airy, and optimistic? Or is it dark, moody, and dramatic? It will define the “subject matter.” Should photos feature real, diverse customers, or aspirational, professional models? Should they be candid, “in-the-moment” shots or perfectly staged, posed portraits? Should they be landscapes, product close-ups, or “behind-the-scenes” office shots?
The guide also defines the “color and light.” Should all photos have a warm or cool tint? Should they be high-contrast or soft and desaturated? By defining these rules, a brand ensures that its website, social media feed, and advertisements all look like they are part of the same cohesive, visual world. This makes the brand’s imagery instantly recognizable.
The Role of Iconography and Illustration
Iconography is another important supporting element. Icons are simple, pictorial symbols used to represent actions or objects. They are essential for navigating websites and apps (e.g., a “cart” icon or a “menu” icon) and for communicating simple concepts quickly in infographics. A brand should not use a random mix of icons from different sources. Instead, it should have a custom, “on-brand” icon set.
The brand guidelines will define this iconography style. Are the icons “line art” or “filled”? Do they have rounded or sharp corners? What “line weight” (thickness) do they use? This custom set ensures that even the smallest details of the user interface feel consistent with the main brand identity.
The same principle applies to illustration. If a brand uses illustrations, the guide will define the style. Is it hand-drawn and whimsical? Or is it geometric, flat, and corporate? This defined style ensures that all illustrations used by the brand feel like they were created by the same artist and belong to the same brand family.
Defining Your Brand’s Tone of Voice
While branding design focuses on visual elements, the “Tone of Voice” is a critical, non-visual component of the brand identity system. The tone of voice defines the brand’s personality and how it speaks to its audience. It is the verbal equivalent of the visual design. Just as the colors and fonts convey a “feeling,” the words must do the same.
The brand guidelines will define this voice. It often starts with a list of “we are” and “we are not” statements. For example: “We are: helpful, witty, and confident. We are not: technical, stuffy, or arrogant.” This gives all writers, from a social media manager to a copywriter, a clear filter for their language.
The guide will provide practical rules. Should the brand use contractions (like “it’s” and “you’re”) to sound more casual? Does it use industry jargon, or does it strive for simple, accessible language? Does it make jokes? This defined voice ensures that the brand sounds like the same “person” whether it is writing a blog post, a tweet, or a customer support email, creating a truly unified brand personality.
Applying Branding to Physical Touchpoints
The brand guidelines must show how the identity system is applied to real-world, physical touchpoints. This is where the abstract rules become concrete. This section provides mockups and templates for common collateral. For “stationery,” it will show the final design for business cards, letterhead, and envelopes, with exact specifications for paper stock and print finishing.
For “packaging,” it will demonstrate how the logo, colors, and typography are applied to the brand’s boxes, bags, tags, and labels. This is often a customer’s first physical interaction with the brand, so its design is critical.
Other physical touchpoints can include “merchandise” (t-shirts, tote bags), “signage” (storefronts, office interiors), and even “vehicle wraps” for a company’s fleet. By providing clear templates for these items, the guidelines ensure that the brand is represented consistently and professionally in the physical world.
Applying Branding to Digital Touchpoints
In today’s market, digital touchpoints are just as, if not more, important. The brand guidelines must provide clear rules for the brand’s digital presence. The “website” is a major focus. The guide will not design every page, but it will define the core user interface (UI) components. It will show the design for buttons, forms, and navigation menus, all using the brand’s colors and fonts.
“Social media” is another key section. This will provide templates for profile pictures (which often use the brandmark), banner images, and post templates. This ensures that the brand’s Instagram, Facebook, and LinkedIn profiles all look cohesive and instantly recognizable.
“Email newsletters” and “digital advertisements” are also included. The guide will provide templates for email headers and footers, as well as layouts for banner ads. This demonstrates how to use the brand identity to create clear, compelling, and “on-brand” digital communications.
The Importance of a Brand Grid System
A more advanced component of branding design is the “grid system.” A grid is an underlying structure of intersecting horizontal and vertical lines (or “columns”) that helps designers organize content. It is the invisible scaffolding that ensures all elements on a page—text, images, and logos—are aligned and feel balanced.
A brand’s grid system is a core part of its “visual language.” A brand that wants to feel orderly and traditional might use a very simple, symmetrical grid. A brand that wants to feel dynamic and edgy might use a more complex, asymmetrical grid.
The brand guidelines will define this grid. This ensures that a brochure, a webpage, and a poster layout will all share a similar underlying compositional structure. This creates a subtle but powerful sense of consistency across all of a brand’s designed materials. It is a professional technique for moving beyond just “using the same colors” to creating a truly unified and harmonious design system.
Conclusion
Branding design is not a static field. It is constantly evolving to meet new technologies and new consumer behaviors. The future of branding is likely to be more dynamic, personalized, and digital. “Dynamic logos,” which are logos that can change their shape, color, or form based on data or context, are becoming more common. A weather app’s logo might change to be sunny or rainy.
Personalization is another major trend. As data analytics improve, brands are moving beyond a one-size-fits-all identity. A brand’s website or email marketing might subtly change its imagery or messaging to be more relevant to a specific user’s known preferences, creating a 1-to-1 brand experience.
As new platforms like virtual and augmented reality emerge, branding design will have to adapt again. How does a brand “sound” in a voice-only interface? What does a brand “feel” like in a virtual space? Designers will be tasked with creating multi-sensory brand identities that go beyond the visual. However, no matter how much the technology changes, the core principles of branding design—consistency, differentiation, and building an emotional connection—will remain the same.