Four States Small Business Blog

Building Your Brand with Graphic Design

Posted by Danielle McCollum on April 4, 2023 at 7:00 AM
Zimmer Marketing graphic design
Graphic design is a frequent topic of discussion in businesses everywhere. Most of the time, when people think about graphic design for business, they think of logos. However, while your logo is essential to your business identity, graphic design should be central to your company's brand identity in many other ways. 

Create a Consistent Visual Brand Identity 

Why does it matter to have consistency in your visual branding? To start with, imagine your going to buy your favorite shampoo. How often do you read the label before first recognizing the coloring of the bottle? Now consider how you would feel if everything about the bottle differed from the last time you bought it, including the color and brand logo. How confident would you be that the shampoo had not changed? Consistency in visual branding creates trust. If you're brand lacks it, you will have difficulty establishing credibility. 

To build consistency in your visual brand, use consistent colors, typography, and imagery throughout all of your branding materials, including your website, social media, packaging, and advertising. This will help create a cohesive and recognizable visual identity that reinforces your brand.

Develop a Unique Logo 

Your logo is often the first thing that people associate with your brand, so it should be unique, memorable, and aligned with your brand values. It's best to work with a graphic designer to develop a logo that visually represents your brand and can be used across all your branding materials. 

Additionally, consider creating logo variations for alternate purposes, including:
  • Horizontal (usually the main variation)
  • Vertical/Stacked (useful for tight spaces)
  • Badge/Icon (useful for social media and simplistic design)
  • Wordmark (text only)
  • One Color (inexpensive printing on merchandise like t-shirts)

Use Visual Storytelling

Storytelling is central to branding, and this remains the case in graphic design. Use images and graphics to tell your brand's story and what makes it unique, using visuals to illustrate your brand's history, values, or mission. 

Create Custom Graphics

Develop custom graphics that visually represent your brand, such as icons, illustrations, or infographics. These can be used on your website, social media, and other marketing materials to reinforce your brand identity.

Elements of Graphic Design

Whether with print materials, your website, or digital display ads, it's important to reinforce common elements so potential customers will recognize your company even before reading or watching your content. Now, let's look at some elements graphic designers use to tell your brand's story.


Color is essential to graphic design, as it can evoke different emotions and moods. It's important to choose colors that communicate key aspects of your business. For instance, quick-service food chains often use red and yellow because red is associated with appetite and stands out, while yellow elicits a feeling of fun and friendliness.


Typography refers to the use of fonts and typefaces in design. It includes selecting the right font, size, and spacing to create readable and aesthetically pleasing text. Typography can also emphasize key messages and establish a brand's visual identity.


Layout refers to the way elements are arranged on a page or screen. A good layout should be easy to read and navigate, and it should guide the viewer's eye to the most important elements of the design.


Images, such as photographs, illustrations, and icons, can convey information and create visual interest. They should be carefully selected and placed to support the overall message of the design.

White Space 

White space, also known as negative space, refers to the areas of a design that are left blank or unoccupied. It can be used to create balance, highlight important elements, and improve readability.

Visual Hierarchy 

Visual hierarchy refers to how elements are arranged in a design to convey their relative importance. This can be achieved through color, typography, size, and spacing.

Zimmer Marketing Graphic Design Services

If you're ready to craft a consistent brand identity for your business materials through graphic design, Zimmer Marketing's design team is here to help!

Get in Touch with a Branding Consultant