How can you use visual identity to create luxury for premium brands?

This is a crucial and complex aspect of branding. While it's often seen as an idealistic vision for a brand, especially within larger holding company portfolios, it can pose significant challenges. Understanding that a brand's essence isn't "created" but rather "discovered" through exploration of company values and founders' visions is crucial. In cases where a brand was established to seize specific market opportunities, the essence might not be romanticized. Instead, it should authentically align with the company's culture. In essence, consistency is more critical than romanticism.

In a world where a bar of soap or a bag of crisps (chips) can claim to be luxury, you have to leave the overused clichés behind and create an identity drawn from the provenance of the product, the craft in its creation and the rarity of supply. Of course, beautiful execution is a given, but let's leave the gold foil and black behind and work a little harder to create something more meaningful and unique. And have fun along the way!

I think Brand is how we are being remembered in others' mind. And it is all by design. We don't need to care about "everyone" but to define "who we care about", and how we want them to remember us. Trying to impress everyone, means NO-ONE. Even, being a premium brand. There are so much more to define the group deeper. Maybach, Maserati, Lambo all are luxury cars, but each has different customer group that they appeal to target to. With the consumers who we want to appeal in mind, we could design who we need to be, how we need to behave, what we need to offer, how do we communicate with them, what channels we need to be there to be seen by them. And all these would define brand identity to appeal to that targeted group that we care.

Der Markenkern ist elementar für die Gestaltung einer starken Marke, da er das einzigartige Versprechen und die Werte der Marke vorgibt. Er hilft Marken, sich von der Konkurrenz abzuheben und eine emotionale Verbindung mit der Zielgruppe aufzubauen. Die wesentliche Frage dabei: was macht die Marke einzigartig? Zur Definition eines Markenkerns sollten Sie sich auf drei Schlüsselelemente konzentrieren: 1. Authentizität: Der Markenkern muss zu Verhalten & Geschichte des Unternehmens passen um Glaubwürdig zu wirken. 2. Relevanz: Ihr Markenkern sollte auf diese Bedürfnisse der Zielgruppe eingehen und ihr einen Mehrwert bieten. 3. Konsistenz: Gewährleisten Sie, dass Ihre Marke über alle Touchpoints hinweg einheitlich kommuniziert wird.

Creating a luxury brand requires more than just a good logo. Luxury brands focus on aesthetics that sell an idea, a lifestyle, and create a visual identity that represents their high-end products. Luxury brand identity includes the visible elements of a brand, such as typography, colors, shapes, forms, and more. Luxury brands use higher-quality materials that last longer than competitors, and authentic craftsmanship that is second to none. The key to making a product stand out on the market is in its branding. Luxury brands must carefully consider choosing visual elements that stick in their customers' minds in a brochure, packaging, uniforms, or stationery. Luxury brands offer more than just products.

Choosing the right color palette is essential for luxury brands. It should reflect the brand's essence and resonate with the industry and target audience. Colors should be distinct enough to set the brand apart from competitors. For conveying exclusivity, opt for colors like black, gold, or purple, symbolizing prestige and luxury. If the aim is to evoke freshness, consider colors like green, blue, or white, associated with nature and purity. Consistency in color usage across all brand materials ensures a cohesive and luxurious image. It's also important to consider cultural connotations of colors, especially for global brands. Testing color choices with the target audience can provide valuable feedback for final selection.

Yes, color is an important factor for every brand identity work, not only for luxury brands. However, there is a common belief that luxury brands should follow some certain colors but I object to that belief. It's true that some colors resonate more with luxury like black, silver, gold . But I believe that with the right and enough effort put into creative thinking, any color can bu used for a luxury brand.

Choosing brand colours is very important. Choose the colour according to your work and brand and use that brand colour throughout your posts, banners and all.

Color plays a crucial role in defining a luxury brand's image. Select a palette that aligns with your brand essence and sets you apart in the industry. For exclusivity, consider colors like black, gold, or purple, symbolizing prestige and wealth. For a fresh appeal, green, blue, or white can be effective, representing nature, water, and purity.

It was fascinating to learn about color psychology. We are in a colorful world; you could make good use of the nature of each color' to make an impression. Orange: Welcoming and open Purple: Mysterious and elegant Black: Deep and Professional and not just that, the type of color combination also translates different persona. Example, choosing complementary color next to each other in the color wheel, or opposite , high contrast colour gives a different vibe and feel too. Choosing the color palette that could best describe who you are, is important. I am passionate and bold. Thus, I have a profile banner in Red, and orange, telling you about me. Choosing a profile picture with vibrant blue and black, wanted to have a guess what?

Fonts can be a make or break in terms of a luxury brand. There is a scope for experimentation and coming up with something delightful because the current situation of luxury is uninspiring serifs and thin sans serif typefaces basically! One can manage to put in a lot of creative delight without compromising on elegance, brand communication and most importantly legibility and memorability.

Fonts and typography significantly contribute to a brand's visual identity. Choose fonts that match your brand essence and communicate the intended voice and style. For a luxurious feel, serif or script fonts are ideal, denoting elegance and creativity. Sans serif fonts suit a modern brand, offering a clean, contemporary look.

For me, font type and style should be as simple as possible because it is the only way to convey the brand message, hence having fancy font is not a good option but it can be a good logotype.

Mais do que o estilo tipográfico ou características visuais da tipografia, um fonte bem desenhada pode fazer toda diferença na transmissão da sua mensagem. O design tipográfico é complexo e está muito além da "fonte serifada para transmitir luxo". A idade/geração do seu target faz toda diferença para delimitar o conceito de luxo, e entender o comportamento de compra do seu consumidor ajuda a escolher elementos visuais adequados. A tipografia é um elemento de peso importante na transmissão da imagem e fugir de esteótipos é de suma importância para gerar diferenciação e transmitir requinte.

Typography Matters: Typography has a significant impact on how a brand is perceived. Choose fonts that resonate with the brand's personality – whether it's traditional, modern, or avant-garde. Typography can be a subtle yet powerful indicator of a brand's positioning.

Before connecting with Product people connect with the logo, if your logo tells a story about who you are and what you stand for..especially with luxury brands connecting with little bit of bling will also be a hit.

While the best logo designs appear simple, achieving this simplicity is the most difficult part of branding. It's like trying to summarize a novel in one sentence, and now try to imagine doing it in one word. In logos, typography, shapes, symbols, and colors are the main characters in your novel - they tell a story, and the audience should understand everything you want to say with a quick look at it. Invest time and energy in crafting the perfect logo. Every brand identity starts there and nothing can replace a good logo. If the brand is luxury and premium this is even more important. The type of logo and style depends on the product and business itself and there is no magic rule valid for all luxury brands.

The logomark or wordmark can create a wholehearted delight in the customer's purchasing journey if implemented and used well. The importance in general of creating a standout mark is understandable, but the usage of it across various visual and sensory touchpoints is a scope for expansive design-delight creation!

Your logo and symbol are key to brand recognition. Design them to reflect your brand essence and appeal to your target audience. For luxury brands, consider traditional elements like monograms or crests, symbolizing prestige. For a more innovative feel, opt for abstract shapes or wordmarks, denoting modernity and creativity.

Like I mentioned in my previous contribution on content number 3, it’s only good if fancy font to be apply in logotype but if the brand decide to showcase the whole brand name, it’s always recommended to use simple neat font

Photography and video, with alignment back to your brand and business strategy, is also of key importance—especially ownable images and video footage that can bring your brand and product to life across multiple channels.

This is one of the only spaces you get points for exclusivity - use it! Here's another key to success in creating a memorable luxury brand: Exclusivity in Imagery: Use imagery that conveys exclusivity. High-end brands often use visuals that portray a lifestyle rather than just a product. This exclusivity can be conveyed through the choice of models, settings, and overall aesthetic.

Definir luxo como algo glamuroso que envolve iates e jatos particulares é, no mínimo, burro e simplista, além de elitista. Se você deseja transmitir luxo, você precisa entender o que é luxo para o seu público ideal e para os públicos secundários da sua marca. A partir de uma análise do conceito dentro da realidade do seu consumidor, você pode buscar uma estratégia visual que seja coerente com a sua essência e com o que o público espera da sua marca.

Select images and graphics that effectively narrate your brand's story and values. For luxury brands, choose visuals depicting products in exclusive or sophisticated settings, enhancing the sense of glamour. For authenticity, opt for realistic and relatable imagery, showcasing products in natural or personal environments.

Achten Sie auch auf Farben und Stile Ihrer Bilder und Grafiken, da diese einen tiefen emotionalen Eindruck hinterlassen können. Wählen Sie Farben, die zu Ihrem Markenkern passen und positive Assoziationen wecken. Z.B. können warme Farben wie Rot & Gelb Energie & Leidenschaft ausdrücken, während kühle Farben wie Blau & Grün Ruhe & Vertrauen signalisieren. Ebenso sollten die Stile Ihrer Bilder und Grafiken - sei es modern, klassisch, minimalistisch oder detailliert - einheitlich sein und Ihre Zielgruppe ansprechen. Dies Hilft Usern auf Werbemitteln oder Websites ihre Marke ohne kognitiven Mehraufwand zu erkennen. Viele starke Marken erkennt man allein an der Farbe. An welche Marken denken Sie wenn Sie dunkelgrün oder Magenta sehen?

Design and packaging is about triggering emotions within the consumer that one product is targeting. Craftsmanship is the cornerstone of Luxury. Icons forms trigger dopamine release. Tactile sensation is also triggers the sensation of quality of one’s brand. Along with the History or tale of one’s brand. For marketing is telling a story to the consumer. What story does your brand tell? Who is the target of your story. Demographics and Human Sensory triggers is branding. That first starts with a product that humans require and or desire. Desire is an entirely different topic than require. I prefer organic legacy brands that create themselves. That only requires a final artistic “Pop.” To catch the human eye. Industrial Psychology! MWM

The one thing that luxury isn't is hurried or stressed. So your visual assets should never look cheap, crowded, cluttered, or harried. Plenty of space. Plenty of gloss. Plenty of value. That's what a luxury brand should convey.

Less is more. Keep it simple with class. Class could be presented by selection of packaging materials, texture of the touch of the product packaging. You can tell Diptyque's and Chanel fragrance difference just by its packaging material. I don't think we can tell if there's a difference of soy ink vs synthetic, but the material finishing of matt / glossy / velvet , gives you a different class. Selection of craft paper, art paper etc communicates a different feel.

Minimalism has worked all these years and will probably continue to work for the rest of the eternities of luxe brands. But, that shouldn't translate to a lack of space for innovation and delightful brand communication or just for brand recall. Experiment appropriately and you might just start the next packaging revolution!

Em uma realidade recheada de muitas marcas, o design de embalagens pode ser um grande aliado na diferenciação e atribuíção de valores emocionais. A premissa do design é a funcionalidade e tornar algo que muitas vezes é descartado, como as embalagens, em um objeto que agregue valor estético e também funcional ao produto, nos ajuda a gerar reconhecimento e aumenta a memorização e apego emocional à marca. O luxo não precisa ser sinônimo de complexidade, mas precisa estar ligado à forma e a função, agregando valor e transmitindo a mensagem central do posicionamento da marca.

The allure of luxury doesn't always hinge on opulence. Instead of drowning in extravagance, a strategic minimalist approach often elevates premium brands. Clarity, simplicity, and a focus on authentic storytelling can create an indelible mark. It's about resonating with the discerning consumer who values substance over spectacle. In visuals, less can be more. A refined logo, a carefully chosen color palette, and a captivating narrative—these are the building blocks of a visual identity that whispers sophistication. It's not about shouting luxury; it's about inviting the consumer into a world of thoughtful elegance.

Eine starke Marke hat neben soften Effekten oft direkten Einfluss auf die Conversion Rate, weil sie Vertrauen und Orientierung schafft. Kunden neigen eher dazu, Produkte oder Dienstleistungen von ihnen bekannten Marken zu kaufen. Eine klare und konsistente Markenbotschaft fördert die Glaubwürdigkeit und baut emotionale Verbindungen auf, was die Entscheidung des Kunden für den Kauf positiv beeinflussen kann. Außerdem hebt sich eine starke Marke in einem überfüllten Markt ab, zieht gezielt ihre Zielgruppe an und erleichtert den Entscheidungsprozess, indem sie den Mehrwert ihrer Angebote klar kommuniziert. All diese Faktoren tragen dazu bei, dass Kunden sich schneller für einen Kauf entscheiden, wodurch die Conversion Rate erhöht wird.

Se estiver a considerar um rebranding da sua marca, não mude por mudar. Considere o porquê dessa mudança. A marca aos dias de hoje poderá ter uma identidade e um valor valioso que poderá perder visibilidade (e muito mais do que isso) com uma nova imagem. Entenda o porquê, analise a concorrência (o método do zig-zag poderá ser valioso), mas, igualmente importante, o que é o consumidor precisa e procura.

I would like to emphasize the importance of consistency in visual identity across all brand touchpoints, from packaging to digital presence. Also the use of high-quality materials and finishes to create a sense of luxury and exclusivity. Additionally, It's important to explore the power of storytelling through visual elements to evoke emotions and connect with the premium brand's target audience.

Visual identity tools and tricks have the power to create a luxurious and premium look and feel for a brand using a combination of aesthetics, consistency, and attention to detail. Luxury brands often do well by embracing minimalistic designs that exude sophistication. A clutter-free design with ample white space helps a brand stand out and appear more premium, without appearing to try too hard. Custom typography and unique lettering work well as long as they are elegant and readable. Finally, choose a restrained and refined color palette, preferably in neutral tones, metallics, or even deep, rich colors.