“It’s all about the aesthetic!” is one of the biggest comments you hear today when it comes to branding and creating a name for oneself. While aesthetic is a widely used word and many understand what it means, it can be confusing to actually create one. When it comes to actually developing a brand aesthetic, it can be useful to implement it on your social media platforms through colors, fonts, images, and general themes.
A color palette can be considered a core foundation to one’s brand and can be a baseline to build from to create social media posts. For example, Tower Creative Communications just went through a rebranding process. One of the first things we established was our color palette, which we based off of Belmont University’s main colors, red, navy blue, and light blue. From there we were able to create graphics, logos, and icons with those colors that can be used for content creation on our Instagram, TikTok, and website. We went through multiple different rounds of logo creation and brand kits in order to perfect our graphics and color palette so they fit cohesively and in a way that we felt enhanced our brand. We went with a similar color palette as Belmont, since we are associated with them and as a student organization it can help us be placed with our school. By doing this we felt we created a unified front and could base our posts around this recognizable color scheme.
While it may seem unimportant, font choice can make or break a logo or design. Choosing a font that fits well with your brand can be a challenging process but in the end it’s worth it. If you are trying to brand a boutique or a wedding planning business, you are most likely going to want to pick a font that is dainty and elegant, opposed to a blocky or bold font. You may also want to choose more than one font in order to create some dimension in your graphics. However, you want to choose fonts that contrast each other enough to not blend in but also that are similar enough to be recognizable. One great example of mixing fonts is using a more flowy, calligraphy type of font for headings and a more readable font for descriptions. This would be the difference between using Pacifico and Georgia as fonts that contrast and complement each other without being too difficult to read. This will also tie into your color scheme as well. If you are using multiple colors you may want to assign a different font to each color, or use lighter colors on your daintier fonts and darker colors with your more bolded fonts. This all depends on what you want to accomplish with your logo or graphics, but that is a basis to potentially build on.
When viewers are first looking at your brand their eyes go to your images first. Whether it’s photographs or basic graphics, images can set the tone for your social media. Having cohesive images will unify your brand front as well as allow for viewers to recognise our social media. Even having similar coloring and types of graphics will benefit your brand and its aesthetic for the better. Cohesive images and coloration will allow for your aesthetic to stand out more and can make your brand more noticeable.
Overall, your brand aesthetic is really what you make it. To create a unified and organized aesthetic on social media is beneficial to have a set color palette, font, and images that reflect your brand positively. Make sure your brand is staying cohesive on your social media platforms and it’ll make your brand more noticeable as well as benefit you and your followers for the better!
