The DL on Design: Design Elements
12 September 2020
Bianca Sawyer
Lead Designer, Identity Marketing
When done well, design elements can be recognisable on their own without a logo being present.
Design elements are the unsung heroes in branding and brand recognition. Brand elements are that which make up composition and determine how design is perceived by consumers. For
those of us who aren’t designers or familiar with design lingo, brand elements can be summarised as a set of “tools” used by designers to visualise ideas and subsequently create a brand.
For a cohesive brand that can be recognised with ease, design elements are non-negotiable.
This is because the visual portion of a brand extends to so much more than a logo. A comprehensive brand is made up of elements that provide a specific and recognisable look in the marketplace.
When done well, design elements can be recognisable on their own without a logo being present. For example: Apple is known for their simplistic white minimalism, Coca Cola is known for their shade of red and David Jones is still strongly aligned with their black and white houndstooth pattern.
In the context of real estate, Ray White has made the use of white space their own, Harris remains cohesive in their use of a little pink line, as does Jellis Craig with their dotted pattern.
Brand elements can be composed of the following and more: lines, patterns, shapes, colours, type (font), white space, textures, size and scale, alignment and grids. For those in the midst of a branding project or are playing with the idea of one, it’s good to know brand element terms as it will make it easier to communicate with designers and creative agencies.
