Branding is the development of a logo and corporate identity. They are developed by designers who specialize in branding. They gather information about the brand and its character, draw the logo, come up with the principles of corporate identity and transfer it to various advertising media: pens, notepads, business cards, presentations, branded vehicles and so on.

Stages of development and elements of brand design
The main purpose of creating a design strategy is to change the image and communication elements in accordance with the approved concept of brand development. To solve this task it is necessary to know the features of a particular category and product, to study the company’s philosophy and positioning principles, to have a clear vision of the target audience and its needs.

The process of developing an effective design strategy can be divided into the following stages:

• Breakdown of visual brand identity into key components: colors, fonts, branded graphics, photostyle, etc.
• Analysis of other communication elements. For example, the analysis of the brand image at the points of contact with the consumer.
• Making different combinations of design elements for different brand positioning territories.
• Identification of the most promising areas together with the client and the detailed elaboration of all components of the design strategy.

The phrase “brand design” is often perceived as a set of corporate symbols and corporate colors. But this is not quite true, since this concept is much broader. A brand designer develops elements of visual communication in conjunction with the chosen vector of brand development, taking into account its features and key characteristics.

An effective strategy is always individual, so the list of its components varies widely. For example, it may include the development of design:

• A logo and other brand identity elements;
• Product packaging and labels
• spaces and navigation;
• Infographics and animation elements;
• a website that represents the brand in the digital environment;
• corporate identity and brandbook.