The words are Mood & Style.
Many people think Brand is a logo, a color and a typeface (hint: they’re kinda sorta right). While they might not be wrong, the visual pieces (logo, color, typeface) are more accurately referred to as a brand’s “Identity”.
Brand is a much bigger definition. If I say to you “Coca-Cola”, “Ikea”, “Nike”, “Apple the images, words and, most importantly, feelings that go through your head are those companies’ brands. Brand is much more emotional than just a logo.
As designers, our job is to create a logo, typeface and color palette; the Identity. The ultimate goal, however, is to set the foundation for what will eventually become a company’s brand. Aside from keeping this goal in mind, another important factor is how to communicate all this to your client.
Try this simple question “What is the company’s Mood & Style?”
Mood is the overall feeling or emotion you want to achieve. Style is the visual language that you’ll use to achieve that emotion.
Take a look at some established brands to see how this plays out in a full visual language.
Mastercard. Refined, Geometric. The logo itself is made up of two intersecting circles, and those circles are reused as graphics throughout their collateral. The company uses a “Geometric” Style. How does the brand use that style? Everything is understated and tasteful, this creates a “Refined” Mood.
You can share an image like this with your client at the beginning of a brand identity project. What if they like the Style of Mastercard, but want to achieve a different Mood?
Figma. Playful, Geometric. Figma also has a geometric Style; the logo again is made of geometric shapes, but this time they are used in fun ways as illustrations and cut out shapes. This creates a “Playful” Mood.
Picking different word to fit the Mood & Style framework is a great way to engage with the client and get them to feel involved with the creation process.
Here are two more brands to look at just for fun :)
Nike and National Geographic are two companies that have a “Photographic” Style. Pairing with a different Mood, however, leads to a vastly different visual language. Nike is “Bold”, National Geographic is “Captivating”.
Which Mood & Style pairing fits your branding project? Which Mood & Style pairings are Apple, Google or any of your favorite companies?
