The idea that design is a silent ambassador of your brand was put forward by Paul Rand – the famous graphic designer. Let us try to break down his idea of design being an important component in the times we live in. Starting with the definition of an ambassador, moving on to how design acts as one, the impact of design on our company and ending with how we can individually contribute to the same. So, let’s get started.
A Brand Ambassador (commonly also known as Corporate Ambassador) is a person who is hired by an organization or company to represent a brand in a positive light and by doing so help, to increase brand awareness and sales. Brand Ambassador makes contact with all possible buyers: individual consumers, stores, or even other companies.
Design in a similar manner represents our brand in different scenarios – in form of the logo, promotional collaterals, mailers, online creatives, offline artworks, our branches’ look and feel, branding, so on and so forth. The list is very long and is omnipresent.
All these quietly speak about what we do, why we do, how we do, etc. Elements of design such as colors, layout, and font play a very crucial role in communicating this effectively.
Elements of design can be broadly characterized as point, line, shape, form, space, color, and texture. Various design principles such as balance, proportion, perspective, emphasis, movement, pattern, repetition, rhythm, variety, harmony, and unity. All these are kept in mind whenever a design is made. One or more of these design elements are used following the principle best suited.When you look at this image, it may look any Rubik’s cube but, it so rightly can also be us as well- CARS24.com
You might be wondering how? Allow me to elaborate, when I saw this image for the first time, I found it very interesting. And even though it is a still image, there is a sense of movement in it. It gave me a sense that something is being built, something complicated and interesting – I guess, we are all working towards building a legend. One day when all these pieces will fall into their place, that is when we complete ourselves.
I have used this as one of the design elements in our employee area in the Vasant Kunj branch, It works well in representing our core values and how all these speak about us as a company. Please check out our blog post on in-shop branding.
Choosing the right color combinations and typography – that is an easy task, to read will make communicating and focusing a lot easier. And if you keep in mind what information you really wish to prioritize, then designing your communications will become much more intuitive.
Let me tell you something interesting about our brand colors.
Blue depicts communication, trust, efficiency, serenity, duty, logic, reflection, and calm. It is competence, high quality, corporate.
Orange depicts physical comfort, food, warmth, security, passion, abundance and fun.
It’s not just any orange or any blue, it’s a combination of the right RGB (Red, Green, Blue) and CMKY ( Cyan, Magenta, Yellow and Black) that forms our color as shown below:
Choice of colors and maintaining consistency play a very important role in creating and building brand recognition. That is why we don’t use any other random colors in our creative.
We are all in a way brand ambassadors of our brand. Each one of us says something to customers through the role that we play in the organization.
Once we are more conscious of how our brand should be represented for what it stands for, we will all speak the same language. It’s important to understand how good design and branding can make your messages much more powerful, lasting and engaging.
To conclude, being part of a creative team, our sole motive is to maintain brand identity at every touch point. We can only take this to next level once each one of us incorporates these branding decisions in our everyday materials such as client newsletters or sales presentations, among others.