Having worked extensively on several projects in Barcelona, Cairo, Dubai and Abu Dhabi before relocating to Athens and establishing Epitomēe Design, I realized the importance of Brand Identity.
According to my experience, in most European markets, Brand Identity is an all-inclusive concept that encompasses Interior Design as one of its most significant components. Specifically, the role of Interior Design is to convey the Brand Identity philosophy in all spaces, physical and digital alike.
Your company's size doesn't really matter,
but your vision does!
Regardless of the office/store size or decorating choices, Interior Design should always be a natural extension of the Brand and the guiding light of all your related decisions. However, as far as materialization is concerned, Interior Design can often come with added complexity.
Thus, a Brand Style Guide is a necessity for all companies, big and small alike, since it is a rulebook that helps you present yourself to the world in a visually consistent way. It represents your company’s personality and aspirations.
How to create a brand style guide
in a few easy steps:
Collect Brand guide inspiration
from everywhere and everyone:
Define your Brand’s core values. How can you visualize them? What has worked for your Brand in the past?
How do other Brands inspire or influence you? As you can see, inspiration is everywhere.
In addition, make sure to involve key people in your company in this creative process.
And last but not least, keep track of everything that inspires you and fits your vision for the future.
Define your story:
Introduce your Brand to the world. A clear-cut summary will give people insight into the heart and soul of your company.
Define your Mission (why your company exists), your Vision (where you position your Brand in the future) and the company’s Values.
Determine your target market: what is the audience that interests you (who your customers are or would like to be).
Choose your Interior Design Key Elements wisely
since this is the visual depiction of your Brand Image:
Space: determine how to fill in the ambience (positive and negative space)
Light: decide how you balance natural and artificial light and how you play with shadows
Lines and forms: Structural features and the space’s furnishing influence the feel. Horizontal, Vertical or Diagonal lines can be very dynamic.
Colors: create an atmosphere: cozy, romantic, calm, dynamic. Colors should always match the Brand’s image.
Texture and Patterns: create the atmosphere of the space. Graphic, geometric and/or natural patterns make a huge difference in the environment. Rugs, carpets, textiles, and furniture bear a connotation on the Brand Image.
Décor: choose how do you decorate the space? Is it minimal? Is it with pieces of art? Color or plain? Elements of nature? Flowers /plants?
Once you’ve gathered your inspiration, it’s time to start working with a designer; start putting it all together. Choose a designer who, besides being talented, makes you feel comfortable and who understands what you are trying to achieve.
Brand Design is a discovery process, and your designer will be your companion during that journey. Combine your talents for a contemporary yet timeless design, and the outcome can only be successful.