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Success By Design

Posted by Ben Waxman on Aug 13, 2019 3:04:00 PM
Ben Waxman

Which comes first, brand or design?

Like the chicken and the egg, they are virtually interchangeable; one cannot exist without the other.

Consider these high profile examples of brand and design combining for a truly impactful message.
Target’s red and white bullseye logo is simple, effective, and has become so symbolic of the company they no longer use their store name in every ad. The brand is the logo, and vice versa. You can’t think of one without thinking of the other. Design genius.

The Google logo is another example of integrated brand and design, unique in that the design is expected to change and morph to reflect holidays and high profile events. In fact, social media threads linking to particularly exciting Google designs are common. You have to admit, it’s pretty cool when users are driven to your site not just for what you have to offer for services, but just to see what your logo is doing.

Your company may not have the scale of Target or Google, but design is no less important to your message and branding.

Design considerations can encompass everything from packaging to logo to website design. And while each of these elements has their own considerations (more blogs to follow on this), the overall design should flow smoothly through all mediums and follow some general guidelines:

  • Design should be strategic from the start, not something forced later in the process
  • Design should reflect your aesthetic and mirror your mission
  • Less is more; you don’t need a busy design to capture the essence of your message
  • Your design should connect with your consumer and elicit an emotional response
  • Your design should be scalable for large or small campaigns, and compatible across all media

A successful design will be engaging, impactful and effective. It can immediately set the tone for the content and information to follow, and should be considered an essential part of your overall marketing message and brand identity.

At Tessellati, we love design. Give us a call and we’ll be happy to share our passion for design with you.

Topics: Graphic Design


This is where business analytics shape artful marketing. In marketing, it's about insight, industry expertise and team dynamic. We take the time to ask the right questions and listen (really listen) to the answers. At the outset, we are more intent on, and curious about, what you and the industry have to say than about expressing our ideas. Once we have gathered and analyzed the information needed, as quickly as possible, we have insights to share.

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