Behance has a great facebook post today about how a brand identity was developed for a wine company, Lou Bassaquet. By creating an inspiration board of photos that reflected their business they were able to extract the elements that became the focus of their brand and more importantly put that intangible emotion around the brand that sets them apart, that says this is who we really are.
The focus of their illustrated logo centres on the grain of the woody vine. Pantone (PMS) colours are drawn from the colours of their environment, the red wine and again the woody vine. Hands appeared in the inspiration board and the wood grain illustration also looks a bit like a fingerprint.
These base elements have been used in the design of their stationery, label & packaging , website design and even their vehicle design and an array of marketing merchandise.
What would you put on your inspiration board – you might be surprised at what you can draw from such an exercise. It could bear bountiful fruit for your brand – colours, design, it might also let you know what is truly important to you about your business, your point of difference, the emotion that surrounds your brand which will be the intangible experience you clientele seek from your brand.
Getting your brand elements in order creates cohesiveness for your brand from the outset. It enables a rollout of your identity that can be adapted and changed for different advertising mediums but never strays far from the base elements, is rather an extension or tweaking of them.