2 keys to an effective brand identity: Simplicity and Story
When building brands, so many people (“designers / artists” included) make the mistake of focusing on making just a pretty picture. They forget that design is only as important as the story it’s trying to tell. That’s why I always run everything I create through 2 filters: Simplicity and story.
The Tiger Systems brand was a collaboration with a strategic partner / web developer specifically tailored for tech, fabrication & manufacturing clientele. Even with that little bit of information we already understand that the brand must exhibit fortitude, reliability and strength. Therefore a tiger was chosen as the brand ambassador because of his strength, confidence and relatability. One of the reasons why I like incorporating animals or influences from nature into brands is because nature is a universal language. Everyone knows what a tiger looks like, so building on that equity, not only is he a recognizable figure, but his simple design makes him interesting and memorable.
With a background in character design and character development I’ve learned to dissect complicated shapes like people, buildings and animals, to then rebuild them with simplicity in mind to tell a story. With this particular tiger, I knew that part of the his strength would come through the sharp / consistent / symmetrical visual language I created. As seen in the images below, these design characteristics were the foundation for the rest of the brand elements and variations.
In summary, don’t just hire someone that can make a “nice logo” for your company. Build a brand identity the smart way and consult a professional who understands how to use strategic direction to craft a simple beautiful brand. After all, a brand represents the image of your company when you’re not present. Will you be satisfied with just a “pretty picture” representing your company, or will you build a brand that will tell a meaningful story?
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