After you’ve collected inspiration, it is time to begin selected your favorite fonts (typefaces), colors, patterns, and photos that represent your idea + will connect with your audience. This stage is a bit fluid, depending on how the creative process takes you. Sometimes I like to begin a project by selecting the elements BEFORE creating a logo.
There is always a little bit of wiggle room throughout the design process, if I’ve gone in the wrong direction it is easy to reel back around to a different direction. I like to use the elements to inform my final designs. Think of the brand elements as the clothes that your brand wears.
If you’re like me and many others when they just started out, you might need some help with terms:
Typeface vs Font: Technically, a typeface is how the text looks while a font is the “treatment” done to it. But pretty much everyone uses the word “font” to describe a style of text that they like. For example, if you go to Creative Market to find a “typeface” you’ll use the search feature of “font”. This confusion in terminology stems from the days where copy had to be manually set before printing.
Further example: This is a TYPEFACE, and it can have each of these variations applied to it to create individual fonts: italic, bold, and many others.
Typically designers choose 2-3 fonts to illustrate a brand. A serif, sans serif, and a display. These three fonts give the designer some wiggle room to organize content in a visually pleasing way with the proper emphasis where it is needed.
Color Palette: This is a grouping of colors that protray your brand. Pay attention to color theory and how you want your customer to feel. These colors should be recognizable, but try to steer clear of trends! Keep in mind that colors differ when seen on print vs digital (CMYK vs RGB). I usually do 2 neutral colors, one bold/strikngly different color for emphasis, and 2-3 variations of the same color.
Patterns/Textures: Patterns and texturesaren’t a necessity, but they are FUN. I love being able to use them in backgrounds, or applying to stationery. Typically you want at least one bold, and one neutral/subdued pattern to apply when appropriate.
Photos: Start looking at photos to use throughout your site, social platforms, and print media. Look for stock photos to purchase, or gather inspiration for taking your own photos.