Overlooked Branding in the Interactive Age

Which elements are often overlooked?

  • Logo, color palette and font sets for print.
  • Jingles and audio stings for radio and video.
  • Transitions and other visual effects for video.
  1. Iconography (all things “icons”, including icon choices, design, meanings, etc.).
  2. Online Fonts (you actually WANT your website to match your print work, right?)
  3. Color language (this should already exist to some extent, but now needs to be expanded to cover interactive media).
  4. Interaction patterns (how interactive “elements” will act with your visitors).

Why do this up front?

Done Right

  • Keep all internal and external development teams working from the same playbook.
  • Provide measurable standards to those responsible for ‘signing off’ on final products.
  • Save a LOT of time, removing the need for development teams to ‘figure it out’ themselves. The more stuff that is prescribed, the faster design and development go.

Who can do this job?

What are the specifics?

Iconography (the “other” visual design elements)

Icon Design

Icon Language

Online Fonts

Color Language

  • Brand flourishes.
  • Interactive elements (buttons, links, etc.).
  • Important messages (New!, Sale!, Wow!, etc.).
  • Error messages (Success, error, warning, information, etc.).

Interaction Patterns


  • Unifying the digital assets of a brand.
  • Extending brand personality and values across digital platforms.
  • Saving money and time by eliminating design decisions and asset creation needed on a project-by-project basis.



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Chris Wilson

Chris Wilson

Accessibility-minded UX/UI Designer. History: Studio Animation, Illustration, Multimedia Design, Podcasting