What makes the difference between good and bad brand design?

MarketingBrand StrategyVisual Brand Identity

Dec 9

It’s amazing how many brands we come into contact with on any given day. Just on an average Monday morning, you’re faced with your Apple phone, Stanley water cup, Starbucks coffee, Birkenstock sandals, lululemon yoga outfit, Warby Parker glasses, and a Levi’s denim jacket — and those are just a few.

Also — If you’re wondering if I’m a white woman based on these identifiers above — guilty. 🤣

But seriously, think about the number of brands that impact our lives and live rent-free in our minds. Why does a $40+ tumbler with a handle cause us so much joy? Why do we insist on buying our glasses at Warby Parker when there are cheaper alternatives online? It’s because of branding — the magic that happens when identity and design get together and make little stretchy pant babies. And it’s something you should be thinking about if you happen to be the proud owner of a brand.

Before we dive into the specifics of what makes a good brand design, take this free quiz to see if your brand is hitting the mark or missing the boat. Go ahead — we’ll wait.

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What exactly is good brand design?

Think of brand design as the stylish outfit your brand wears to get noticed at a party — it reflects your personality, what you stand for, and how you want others to feel about you. Contrary to what your old man may say, a brand is so much more than just a logo slapped on a business card. Good brand design is a well-thought-out expression of your brand strategy. It’s crafted to resonate with your audience and stand out without giving off "trying too hard" vibes.

Brand design isn’t created in a vacuum — it’s woven into your entire brand strategy. It communicates your positioning, considers your competitors’ designs, and weasels its way into every touchpoint, nook and cranny of your customer experience. (Crumpets — yummm😋)

Good brand design should feel both fresh and comfortably familiar — a style that catches the eye but also feels inviting to look at. If it feels effortless, then give your designer a fat bonus because it took a lot to get there.

The elements of a solid brand design

Bubble bubble toil & trouble — here are all of the wicked witchy magical ingredients that bring a brand to life. A killer brand design isn’t just about picking a pretty color palette; it’s about creating a cohesive visual identity that you can apply across all your brand touchpoints.

1. Logo

A great logo is like your brand’s signature dance move. It’s something you want customers to recognize from a mile away. A good logo has versatility — they work on everything from a tiny favicon on a browser tab to a billboard in Times Square.

It’s more than just a primary logo — there are multiple variations. A secondary mark, an icon that can stand alone, horizontal, vertical, color, black and white, and type-based, helping you keep things fresh and adaptable across different mediums.

2. Typography

Fonts might seem simple, but they’re the unsung heroes of brand design. Typography sets the mood for your brand voice — whether it’s classy, casual, bold, or quirky. Consistent typography means that every headline, subheading, and body copy works together like a well-rehearsed band. And trust me, Arial and Times New Roman aren’t winning you any style points — Cosmic Sans will ☠️🤣

3. Color Palette

Colors have a vibe, man. A good color palette goes way beyond slapping your favorite colors together. The right colors stir emotions, draw attention, and create associations with your brand. Some brands keep it simple, with one or two core colors, while others use an array of shades to add flexibility and depth. One thing that’s for sure when it comes to colors is that they have nothing to do with your personal preference.

Let us say it again for the people in the back — no one cares that your favorite color is purple, Martha. It’s not about you, it’s about your audience. Get a grip!

4. Textures & Patterns

For that little extra spice — textures and patterns can be used to add character and depth to your brand. Think of them as the groove in your brand’s beat. They can show up as subtle overlays on photos or as bold patterns on packaging. Just make sure they’re copacetic with the rest of your design elements.

5. Photography Direction

A picture's worth a thousand words, and brand photography is no different. Whether you’re aiming for bold lifestyle shots or clean, minimalist images, having a clear photography style keeps your brand consistent across all channels.

Feeling cheap and want to go the old stock image way? Trust me, it will cost you more in the end. Want to use AI to help generate new images? Sure — if you don’t mind the people in your image missing a hand or having unrealistic perfect everything.

We understand that not everyone can initially afford to work with a photographer. But we encourage you to budget for it in the future — the difference is amazing.

6. A Brand Guide

A solid brand guide pulls it all together, giving you a rulebook on how to use your brand assets. From logo placement to typography rules, your brand guide is the playbook that ensures consistency across all your platforms. If your designer didn’t give you one, they didn’t finish the job.

How you should be thinking about leveraging your brand design

Your brand design isn’t meant to sit pretty in a folder on your computer.

Here’s how to leverage it like a pro:

Email Signatures: Add your logo and brand colors to your email signature for a professional and consistent look.
Business Cards: Business cards may seem old-school, but a well-designed one can leave a lasting impression.
Event Displays and Banners: From trade shows to pop-up shops, make sure your displays and banners align with your brand design to make an impact.
Website and Social Media: Your website is prime real estate for showing off your brand design. Make sure it’s cohesive all the way down to your animations and meta tags.
Packaging and Merch: If you have physical products, your packaging should be an extension of your brand. And for service-based businesses, branded merchandise can be a not-so-subtle way to remind clients who you are.
Skywriting: Have a plane write your brand name in the sky — It’s totally worth the money, JK. (Fun fact - Jenny’s dad actually used to do this.)

Examples of good and bad brand design

Let's throw some real-life examples in the mix. These are the brands that did it right — and a few that missed the memo.

Good Brand Design

**Apple**: Clean, simple, and instantly recognizable — woven into every product and customer touchpoint. Apple’s design is proof that less is more.

**Johnny Cupcakes**: A modern meets old-school punk vibe that blends itself perfectly into every touchpoint, from the in-store experience to the virtual one.

**Airbnb**: The logo is unique but approachable, and their color palette is warm and welcoming, reflecting their brand personality.

**Liquid Death:** The logo stands out from all of their competitors, blending a goth rock vibe with beer culture tall boys.

Brand Design That’s Off the Mark

**JCPenney**: With multiple redesigns that never quite landed, JCPenney's brand identity has struggled to make a lasting impression. A brand identity that isn’t unique enough or integrated into all of their touchpoints.

**Yahoo!**: The logo has changed multiple times, and none of the versions have had staying power or an iconic feel.

**Sears**: Sears struggled to modernize, leaving its brand design feeling outdated and out of touch with younger audiences.

Make your brand mean something

Brand design is more than a pretty picture. It’s the sum of all parts working together to make a meaningful impact. An impact that makes people cry when or if you ever close your doors because they “got a tattoo of your logo on their arm!”