OK, let's start with the primary components of design. I'll begin by breaking down seven core parts of creating an aesthetically clean e-commerce brand and the inspiration behind each one. Let's dive in. All right. Let's talk about from brand discovery to identity. So today we want to learn how to design a world class brand for your e-commerce business.
I'm going to break this down in 5 sections. So one we have primary components of brand design. Then two will jump into the brand discovery session. And the main catalyst for how you're going to build your brand. And then we have three developing the design and going through that process and therefore we'll talk about some amazing case studies and we'll close out with the links.
So everything that I go over in this presentation, you'll have access to be able to download and access and I provide a bunch of resources and tools you can use to get the job done. So starting with one the primary components of design brand design is not just a logo. We all know the iconic logo of Starbucks right. But it's not just a logo.
Branding is everything right. It's the coffee cups. It's the experience you have when you walk into the locations to value the mission statement. It's all these components together that create this cohesive brand story. So when we look at branding it's an identifying symbol. Mark logo name word in our sentence that companies use to distinguish their product from others.
Right so what's the USP it's a unique selling proposition. It's a combination of one or more of those elements that can be utilized to create a brand identity. So all birds they're actually on Shopify as well is an amazing shoe brand that came up with this concept of having very simple minimalist design with also a social good component with their company. So as you can see this young lady is opening her box of shoes that she ordered.
This experience is amazing right as soon as you open it up this consistency with the fonz the look and feel they have this really cool character illustration in the middle. And it's an overall unboxing experience right. It's a little bit different when you go into a store you just buy a pair of shoes. This is an unboxing and it creates that brand advocacy that people just love and they fall in love with because they want to be a part of that brand story.
So first things we'll talk about we're going to talk about these seven components of design. Number one being logo. When you think of a logo. It should be simple minimal design. You don't want to have too much going on. And in most cases, you don't want to use more than three colors in the design. So a lot of times you'll have two colors right. One example is McDonald's. You have the red and you have the yellow and then they have like a third or a like secondary color right.
Which is can be white or black. So when you look at a logo. It's a course the primary component of the brand is the essence right. It's essentially what you visually see. So when you look at the logo. There's a few components that you want to keep cohesive that it's simple that you have two to three colors max on that logo. That it's scalable right. You can make it large you can make it small it's visible it's easy to read, easy to digest that content.
Also that it's versatile. Right that you're able to use it on say a polo or a billboard or social media ad and then also that it's memorable that it sticks to the brain. One example you can see all over here on the right is death wish coffee. It's got red black white right. Very strong powerful colors the black and white can be almost like an offset of life and death. Right and it's essentially as soon as you see you think oh this is like a bad ass coffee.
Right so every company needs a logo that will help define their brand. And every designer needs to have the ability to deliver one. So throughout the course we'll talk about whether you're designing the logo yourself or hiring a designer. The criteria you'll need to provide them. So that they can give you some high quality work. So lastly in regards to logo a great logo is clean it's well drawn.
It's optically balanced. And it scales well the second component of design is a font right or typography. There are many different ways or kinds of typefaces that could be used in the logo design process but all of them fall into one of these three categories. So let's go ahead and break it down. So one typography is crucial in designing your logo right. There are three types.
The first one being serif fonts now serves as you can see the upper right hand corner, we've got the older version of the Google logo which was a serif font. This is more of a classic typography design if you want your brand to appear trustworthy traditional and maybe a bit of old school right. This is more so for a luxury or high end brand. The way to distinguish a serif font is that these funds have little feet at the end.
So if you look at the GM Google you can see that has like a little curvature that gives it that classical field. So like Tiffany co. Gucci Prada Rolex Burberry. These are all high end brands that are cohesive and that have that almost classic classic typography trope with them. Second you're going to have sans serif fonts. So when Google did their entire rebrand and updated to a more modern type centric feel they went to a sans serif font.
So as you can see they got rid of those little feet on the g on the g on the O on the L all the different letters and now so this font is more so a more modern tech centric font. Right this is more so fast forward forward thinking type of brand. So think g. Kawasaki Microsoft even though it has like a little SKU there and then you have caterpillar. So this is great for a tech brand or really modern brand that you're looking to work with.
And then the third most common component in regards to fonts is a script font. These are supposed to emulate more hand drawn and can be a great way to add some authenticity and an original feel to your logo so it makes it very organic. You'll see this in a lot of holistic brands as well as health brands organic products a lot of them have these script fonts because it feels more friendly it's more handwritten right as opposed to done on the computer.
So if Kellogg's virgin Barbie Coca-Cola all classic script bonds the next component I want to bring up is the color palette so to keep your local simple memorable you want you don't want to use too many colors. I mean sometimes you can have a really great gradient. But again ingredients only include two three color transitions right. One of those colors can also be black and white.
So when you think of the combination of colors in a logo you have to make sure that you're finding something that's cohesive. I'm with them provide some resources and tools that will help you find the great color palette pretty easily based on AI which is really cool. But I'll get to that a little bit later. So just think of color, having a powerful effect on your brain. Think about it the colors you choose for your logo will not only give people certain feelings but they'll tie those feelings back to your breath.
So some great color combinations include yellow and red black and yellow black and yellow black and red blue and white yellow and green black and orange. So these are some great color combinations that you can work with the next primary component would be pattern and texture and so patterns, and textures should be concise and reflected in the brand guidelines. These should be easily identifiable as part of your brand.
So any specific type of patterns or textures that you're using in your brand you want to make sure they're cohesive. So you can look at florals dots stripes geometric shapes illustrative patterns. Here's a Lilly logo you can see that the uses flower pattern a lot in their design aesthetic right to create that consistency across all of their visual collateral. So this is a great way to add that extra umph to your brain.
Give it that distinct look and feel. Also photography. You want to choose a specific style and stay consistently across the board in regards to your brand touchpoint so you can use a specific filter or photography style that works well to create continuity with your brand. So here on the right hand side we have Jim sharp which is a popular brand that think they're hosted on Shopify as well.
All the images have a similar aesthetic look right. There's a similar kind of look and feel. There's also brand clarity so you want your photos to communicate directly to your target audience and connect with them. Photography can help right. So in RIP in regards to building your brand and providing maybe t-shirt designs or the products that you have make sure that the people using the products are reflective of your ideal clientele or your ideal consumer.
So before you get started, make sure you do the work to establish your brand voice and know the exact look that you're going after. Now let's talk a little bit about tone is your tone comedic serious stylish. Think about how you want to frame your tone for the website content. So one example I always talk about is old spice. You could see this is one of their brand collateral items on the right hand side.
They do an amazing job of being comedic being funny and their main target is mostly millennial and Gen X-Men. So we in college defines tone as the overall attitude of a piece of writing. So it's how you use your voice in various situations. So in regard to that you can be formal. You can be expert devoted comedic parental understanding right.
Think about these components and things that you want to have in your overall tone. We'll talk more about this in the brand discovery session as well. So dollar shave club you've probably seen the video that they had that went viral a few years ago. They're very witty they're funny. There are superb. They don't take themselves too seriously and that's what makes the brand so approachable. It's a fun, engaging brand with a great product, then you have showbiz Chevy's is casual.
They're a little bit on the comedic side as well but they do a great job of creating a lifestyle and a casual kind of friendly vibe when you visit their website. As you can see by the color and the photography they look like they're all having a great time. Then we have a layout in regards to a cohesive brand test specific layout elements to make sure your design stays consistent with the brand and other touch points.
So we'll look at Shelby's for example. You are. You keep it simple keep the fancy stuff to a minimum. Keep your overall website experience clean have concise calls to action. And don't be long winded. Fancy font should also be functional. So if you're using cruel fonts and like the H1 times are on specific pages make sure that it's functional and it ties into the overall design. Also keep your theme consistent.
If your logo and colors are consistent on the home page. Make sure that travels through to every page on the website. And keep in mind that color is important. And so those are all of the primary components of design. Now that you kind of have an idea or a general consensus of design we're going to jump straight into the brand Discovery's.