The way you interact with a business online should be an extension of the company's brand. I recently completed a guidelines book for an organization’s website, mobile and tablet design and it got me thinking about the brand’s role and its flexibility through different visual touchpoints. The digital space offers opportunities to engage and connect with a customer on a more personal level. But still there are basic design considerations when translating a brand from print into digital such as visual elements: logo, color palette, typography, imagery and graphic elements.
Every brand has a core palette of visual elements. These design elements have been chosen carefully against the brand strategy to reflect the company at its core. When these elements come together they create a personality, a point of view or compass for the brand. When extending the brand from print to web, a designer determines what to translate directly or indirectly for the online experience. Consistency across all screens and channels is important to reinforce the brand’s presence at every touchpoint. Here is a quick list of key brand visual elements that can support the brand to maintain consistency.
Logo: It might be obvious but an organization's logo has approved colors and signature configurations for print and online applications.
Color palette: Color palettes are an important part of the visual system and act as accents to create hierarchy or visual interest in print and online. Each palette should have RGB or HEX formulas.
Typography: The way typefaces are set in headlines, sub titles or body copy in print inform the stye for the online experience.
Imagery: The style, subject matter and tone of the images should be reflected the same way online. If your brand for instance is using black and white images in print communications, then that should be reflected online.
Graphic elements: If patterns or icons are part of the visual system, this can be an opportunity to use online to create visual hierarchy or interest.