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- Aesthetic principles in brand design<\/li>\n
- Examples of popular design aesthetics<\/li>\n
- How to develop an aesthetic for your own brand<\/li>\n<\/ul>\n
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Ready to learn the secret sauce? Let\u2019s get started!<\/p>\n
What is a design aesthetic in branding?<\/h2>\n
![\"a](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430151306\/jess-harper-sunday-kfSjyxAWhEc-unsplash-min-600x475.jpg\")
<\/p>\nWhen we talk about aesthetics in brand design, we\u2019re really describing a set of elements that help tell a story, from the font<\/a> and color palette to specific design features. Similar to a historical aesthetic, like Art Deco or Gothic, a brand aesthetic follows a generally recognizable pattern.<\/p>\n
Decent brand guidelines<\/a> should articulate the elements that make up a design aesthetic. Generally, however, an aesthetic is something you just sort of know when you see it. It\u2019s the look and feel of a brand when taken as a whole.<\/p>\n
Aesthetic principles in brand design<\/h2>\n
In philosophy, the field of Aesthetics has to do with the nature of art and beauty. The roots of the word \u201caesthetic\u201d have to do with perception by the senses. Aesthetic principles, therefore, are a set of rules that determine if a sensory experience is attractive to your audience.<\/p>\n
But what does this mean in the context of your brand? It\u2019s simple really: does it look, feel, and work in a way that attracts people and gives them a positive experience?<\/strong> In every field of design, from architecture to graphic design<\/a> and UX, aesthetics is about communication.<\/p>\n
Are you telling your story effectively? Do people experience your design in a way that\u2019s effortless, immediate, and powerful? Yes, aesthetics are about how things look, but they\u2019re also about how things work. Whether it\u2019s a building, a brand identity<\/a>, or a user interface, great design is all about reducing friction<\/strong>.<\/p>\n
Popular design aesthetics in branding<\/h2>\n
Brands use a specific aesthetic because it signals a certain customer base or lifestyle they\u2019d like to associate with. Often it can relate more to the vision and personality of the brand\u2019s founders.<\/p>\n
It\u2019s worth pointing out that an aesthetic is not the same thing as a brand. In fact, brands often use more than one aesthetic for a particular product or campaign.<\/strong><\/p>\n
In the beginning, it helps to focus on one aesthetic that will become a kind of \u2018baseline\u2019 for your brand’s visual vocabulary. To help you get started, here are a few common design aesthetics and examples.<\/p>\n
\nBaroque design aesthetic<\/h2>\n
Baroque comes from a movement in the arts and architecture of the early 1700s, characterized by elaborate design elements and exuberant details. Brands that rely on a baroque aesthetic include similarly lavish design elements such as rich color contrasts, elaborate patterns, and classic iconography (like the fleur de lis). The overall look and feel of a baroque aesthetic is attention-grabbing grandeur and expense.<\/p>\n
Versace<\/h3>\n
![\"versace](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430124931\/versace-logo_2_orig.png\")
<\/p>\nFounded by legendary designer Gianni Versace in the late 1970s, Versace is renowned for its vivid baroque designs. Versace\u2019s style was heavily influenced by the ancient greek architecture that once flourished in his birthplace, Reggio Calabria. The famous Medusa head logo, for example, reportedly comes from the floor design of local ruins that the Versace children played in. Ultimately, the baroque aesthetic permeates at every level of the Versace experience, from the logo to the website, advertising campaigns, and famous clothing collections.<\/p>\n
Tip: You can build your aesthetic on elements of your own personality and life story. Travis Scott\u2019s Astroworld, and the aesthetic that underpins it, relate to a theme park he used to go to as a kid. What special places do you have in your past that could be the seeds of your brand identity? <\/div><\/strong><\/p>\nLouis Vuitton<\/h3>\n
![\"louis](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430125818\/christian-wiediger-sRF-FoyPQss-unsplash-min-600x400.jpg\")
<\/p>\nFrom clutch bags to…slightly bigger bags, Louis Vuitton\u2019s aesthetic could be summarized as \u2018laid-back baroque\u2019. What makes the brand baroque? Repetitive motifs like the cross and flower are emblematic of the heraldry, masonry, furniture, and clothing of the Baroque era, which emphasizes ornate natural structures and repeating patterns. (Also, it\u2019s mad expensive-looking yo!)<\/p>\n
\nRetro<\/h2>\n
Retro is a broad aesthetic category that can refer to any design style from the 60s to the early 2000s. It\u2019s often rich in pop culture references that echo the electronic media revolutions and culture of the postwar years. Typically, retro aesthetics are composed of expressive fonts, bold lines, and popular cultural tropes.<\/p>\n
Air Jordan<\/h3>\n
![\"Red](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430130032\/philippe-bertrand-UXrwcstNWD0-unsplash-min-600x469.jpg\")
<\/p>\nFounded by the god of basketball himself, Michael Jordan\u2019s Nike imprint has been dishing up retro classics for years. While the brand is innovative and forward-thinking in terms of both design and functionality, it\u2019s also heavily synonymous with the retro aesthetic.<\/p>\n
Coca-cola<\/h3>\n
![\"retro](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430130734\/tamas-pap-WrS8AqMVuqY-unsplash-min-600x400.jpg\")
<\/p>\nSome brands are so enduring that they\u2019ve become a staple part of the corpus of \u2018retro\u2019 iconography in their own right. Coca-cola is one of them. The brand has used the same logo font<\/a>, in one shape or another, since the 1940s, and you\u2019d be hard-pressed to find someone who doesn’t instinctively associate the classic red and white color palette with the Coca-Cola name.<\/p>\n
Mailchimp<\/h3>\n
![\"Mailchimp](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430131017\/mailchimp-logo-1-600x315.png\")
<\/p>\nMailchimp is a great example of a brand using a retro design aesthetic in a modern context. The color palette<\/a> is an eclectic mix of pastel colors, which were common in the print-heavy branding of the pre-internet decades. The logo is reminiscent of old-school Americana, and the unique use of an expressive serif font<\/a> sets the brand apart as a unique retro aesthetic.<\/p>\n
Tip: Your font style and color palette act as an unspoken shorthand for the kind of business you run and who your target audience is. Luckily, you can find inspiration for your palette in our logo maker<\/a>, with the help of handy Color Schemes that group unique color combinations according to the vibe you\u2019re going for. Similarly, you\u2019ll be able to select from font families based on their look and feel, from modern serifs to full-blown handwritten scripts. <\/div><\/strong><\/p>\n
\nModern design aesthetic<\/h2>\n
Modern brands typically favor clean designs, simple color palettes, slick photography, and geometric sans serif fonts. Favored by technology companies and consultancies, the Modern design aesthetic emphasizes professionalism and clear communication through inconspicuous design.<\/p>\n
Uber<\/h3>\n
![\"uber](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430144527\/charles-deluvio-6g7K1idhMJw-unsplash-min-600x400.jpg\")
<\/p>\nUber has one of the best brand identity systems<\/a> out there. Every design element is justified by careful conceptual thinking and is beautifully executed. The aesthetic elements capture the brand spirit perfectly: reliable, useful, and personable.<\/p>\n
Samsung<\/h3>\n
![\"samsung](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430131536\/samsung-600x403.jpg\")
<\/p>\nThe Samsung brand relies on crisp, clean imagery, basic color systems, and simple geometric fonts to tell a story. Everything from their logo to commercials<\/a> has an understated yet contemporary quality.<\/p>\n
\nRustic design aesthetic<\/h2>\n
Rustic branding emphasizes a connection with nature and country life and includes an array of natural forms, colors, and textures. Typically, rustic branding suggests down-home themes like community and tradition.<\/p>\n
Herschel<\/h3>\n
![\"herschel](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430132754\/herschel-ad-600x400.jpeg\")
<\/p>\nThe Herschel aesthetic has its roots in the prairies of Saskatchewan, Canada. Think big grain elevators, wheat fields, and easygoing country life (with a dash of wanderlust added). The most obvious rustic feature of the brand\u2019s aesthetic is its logo, a vintage trademark now recognizable across the globe.<\/p>\n
Tip: a design aesthetic isn\u2019t necessarily made up of every single aspect of your brand identity system, nor does it have to be. Sometimes, certain elements \u2018lead the way\u2019 – like the logo – with other pieces of the puzzle contributing to the aesthetic in a more supportive way. <\/div><\/strong><\/p>\nOriginal 16<\/h3>\n
![\"original](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430133050\/original-16-600x314.png\")
<\/p>\nThe Original 16 beer company<\/a> (O\u201916 for short) are another Saskatchewan brand who stay close to their roots. Using symbols like wheat sheafs and grains, plus muted, earthy colors, O\u201916 are a great example of how to use a rustic aesthetic effectively.<\/p>\n
\nLuxury design aesthetic<\/h2>\n
While not as flashy as its Baroque cousin, the luxury design aesthetic denotes similarly sophisticated design with an expensive undertone. You\u2019re most likely to find it wherever there\u2019s a high price tag and an upmarket vibe. Fine dining, cosmetics, fashion, real estate, and hospitality are all common examples of industries that favor a luxury aesthetic.<\/p>\n
Chanel<\/h3>\n
![\"chanel](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430133452\/laura-chouette-Y_shc2_jtxc-unsplash-min-600x450.jpg\")
<\/p>\nFrom bags and jewelry to perfume and cosmetics, the Chanel design aesthetic is classy, understated, and sophisticated. The website is worth checking out as an example of how luxury brands often use super-stripped back user interfaces that put their brand identity system in the background and flashy product experiences in the foreground.<\/p>\n
The Playford Hotel<\/h3>\n
![\"playford](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430134450\/Screen-Shot-2020-04-30-at-1.44.22-PM-600x275.png\")
<\/p>\nThis Adelaide hotel combines art nouveau interior design styles with a modern-day upmarket feel, and has a great brand aesthetic to match. From their unique logo, which depicts the unique ironwork above the hotel doors, to the website, The Playford is a good example of how to use luxury branding in the hospitality sector.<\/p>\n
Dom Perignon<\/h3>\n
![\"dom](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430133732\/dom-perignon-ad-600x388.jpg\")
<\/p>\nThe Mack Daddy of champagnes, Dom Perignon is the archetype of a luxury brand. Led by their iconic shield logo and liberal usage of gold, \u2018the Dom\u2019 has perhaps one of the most renowned luxury aesthetics out there. (They also tout Lenny Kravitz as a creative director<\/a>, which is pretty cool).<\/p>\n
Tip: Really strong brand identities are often built on a core concept or story. Think about your brand identity and design aesthetic as a way to express that concept or story. A logo<\/a> is a great place to start since it\u2019s a limited object: it will test whether you can combine a single image with a word or two to hint at a specific aesthetic (like the Herschel logo). It will also allow you to play around with your primary color palette. <\/div><\/strong><\/p>\nReady to design a logo that matches your brand aesthetic? Try Looka’s logo maker<\/a> for free!<\/strong><\/p>\n
\nUtilitarian design aesthetic<\/h2>\n
Believe it or not, companies like Google, eBay, and Amazon all have super distinct brand identities – but they work a little differently. The utilitarian design aesthetic favors function over form, preferring to hang back and let the product do the talking. The utilitarian aesthetic is a strange one because it isn\u2019t really an aesthetic at all. More accurately, it tries to stay out the way, while creating enough of a recognizable association to be memorable.<\/p>\n
Google<\/h3>\n
![\"google](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430133806\/GOOGLE-600x300.jpg\")
<\/p>\nThe Google aesthetic is famous for two things: the font (Product Sans), and the quaternary color palette: blue, yellow, red, and green. Perhaps one of the most deceptively simple brand identities ever created<\/a>, Google has managed to create an aesthetic that\u2019s accessible, friendly, and yet underpinned by a deeply considered logic about what certain colors mean and how to use them.<\/p>\n
Amazon<\/h3>\n
![\"amazon](\"https:\/\/cdn.logojoy.com\/wp-content\/uploads\/20200430133958\/rahul-chakraborty-nGzvZe1iWOY-unsplash-min-600x450.jpg\")
<\/p>\nAmazon is built on utility. With a few clicks, you can go from having absolutely no Spongebob Squarepants memorabilia on Tuesday evening, to literally living in Bikini Bottom by Wednesday morning. It\u2019s this famous utility that permeates the Amazon design aesthetic – if you can call it that at all. Everything from the logo to the website\u2019s UX is beautifully simple, unobtrusive, and effective.<\/p>\n
How to choose a design aesthetic for your brand<\/h2>\n
When choosing a design aesthetic for your brand, here are some tips:<\/p>\n