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Developing your Brand Design

When it comes to branding your small business, consistency is key. Whether you’re adding a page to your website or passing out postcards, your logo, colors and messaging should align.; This way, you’ll reinforce your brand identity and build a recognizable ‘look’ for yourself. Ready to create a look and feel for your brand that’ll work on (almost) anything? Here are some things to think about as you create—or update—your branding.


Start with a versatile logo

A memorable, recognizable logo is essential to building a brand that customers will remember. As you’re creating a logo, consider all of the different elements it’ll appear on—and make sure it will work everywhere. Here, Tulip & Rose uses a fairly straightforward logo that looks great on all of their marketing materials: simple, elegant text (including a description of the business) floats below an illustrated bouquet motif. The logo fonts, Trajan Pro and Prosto, blend serif and sans serif typography for a stand-out, subtly contrasted look that feels classic, elegant and slightly whimsical. The logo gets placed in a contrasting box to stand out on business cards and postcards but is striking enough to stand alone as a website header or on a sticker.


Create an adaptable color palette

The Tulip & Rose color palette uses shades of pink and purple that feel romantic and ethereal, while strategically placed pops of cream and black add eye-catching contrast. Using five key hues lets them play around with colour combinations to give each branded material a different look…without impacting the overall brand feel. Here, see how Tulip & Rose can vary the colours they use for their logo text based on the background colour—cream against dark purple, dark purple against light purple and so on.


Tulip & Rose incorporates shots of their own products (bouquets!) as background images on website pages, business cards, postcards and flyers. 

Put your brand identity to work

Wherever customers interact with your brand, they should be able to recognize it. Consistent design can help customers make the connection between your online and offline identity. Offline materials, like business cards, postcards and stickers, will help customers (and bouquet recipients!) remember your brand. Online, reinforce your brand’s colours with stock photography that you can purchase from photo sharing sites, or your own product photos. Here, Tulip & Rose incorporates a close-up shot of a purple bouquet in the homepage header image, and further down the page features products that complement their brand colours.


The finished look


Here’s a closer look at everything Tulip & Rose uses to create a consistent brand identity (online and off) to look credible in all of their marketing endeavors.


Business cards.

Tulip & Rose uses rounded corner business cards to create a stand-out shape.



With more room for design and text elements, Tulip & Rose’s flyers include additional illustrated elements to emphasize their floral logo.



Tulip & Rose uses a vibrant floral stock photo for their postcard design to add an instantly eye-catching element.


Stickers & labels

Tulip & Rose uses a mix of oval labels and round stickers—the circular ones seal paper-wrapped bouquets, while larger labels add their brand to take-home vases.



Tulip & Rose sells floral arrangements in a rainbow of colours, but the ones shown on their homepage (the entry point to the rest of their website) reinforce their colour palette and ultimately boost brand credibility.


Developing your Brand Identity

Start from the ground up and lock in your design structure, the building block of your Brand Identity.

1. Typography

(font or type)

2. Color Palette

  • RED = Passion (loud, youthful, exciting)

  • ORANGE = Friendly & playful

  • YELLOW = Sunshine & happiness (fun, accessible, affordable)

  • GREEN = Versatile (money, nature)

  • BLUE = Stable & trustworthy

  • PURPLE = Royalty & luxurious

  • PINK = Femininity, soft & luxurious

  • BROWN = Rugged & masculine

  • BLACK = Modern, sophisticated & classic


3. Form/Shape

ROUND - Feeling of Community, unity, love & femininity

STRAIGHT EDGED SHAPES (squares, rectangles, triangles) - Strength, efficiency, trustworthiness. Must be balanced with something fun like dynamic colours

STRAIGHT LINES - Vertical = Masculinity, Horizontal = Tranquility & mellow vibes

4. Logo

The Cornerstone of your Brand Identity

5. Website

Most representative aspect of your Brand Identity

6. Business Cards

Reinforces a positive opinion of you in the eyes of potential customers/clients. 

Keep it simple. Company Logo on one side, key personal details on the other

7. Email Design

Keep it short, sweet & simple

8. Brand "Style Guide"

Your document that outlines your design assets



Consistency is the key to create a strong Brand Identity

Developing your Brand Identity
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