Simple isn’t typically the word that comes to mind when you think of memorable brand design. Bold. Iconic. Fun. Innovative. These words may be closer to what entrepreneurs strive for, but they aren’t the only option when it comes to building your brand identity.
Inspired by Cero’s coverage of Blue Note Records pioneering design principles, this article dives into how simple design can actually turn out to be an expressive way to jazz up your brand.
Minimalism in design helps focus your audience’s attention on what matters most. It’s about stripping away the unnecessary, so that every element of the design is purposeful.
Technology brands like Notion, or lifestyle brands like Kinto are examples of minimalist design, but it really gets interesting when brands in more creative industries opt for a minimalist aesthetic.
Blue Note, the jazz record label with a lineup of artists like Norah Jones, Anita Baker and Al Green, isn’t just known for its stellar jazz catalog. The brand uses simple yet powerful visual elements, like striking black-and-white photography and bold typography. Even the brand name was kept simple, derived from the blue notes of jazz and the blues. Blue Note follows a distinct, minimalist style that contemporary designers come back to reference again and again.
To integrate Blue Note’s minimalist design philosophy into your branding, start with an existing design idea and ask yourself these questions:
Typography wasn’t just a design element for Blue Note; it was a storytelling tool. Reid Miles, the designer behind many of Blue Note’s iconic album covers, was a master of typography. His work illustrates how typography can evoke emotion and convey a brand's personality.
There’s no harm in starting with a Google font as your primary typography, but keep in mind that font choice can say a lot about your business.
Traditional fonts like Times New Roman often convey a sense of professionalism, while script and calligraphy fonts convey luxury and sophistication (sometimes at the expense of legibility).
If you’re interested in using typography to communicate the personality of your brand, try a tool like fontpair.co or fontjoy.com, to see sample combinations of headings and general text.
Building a visual brand identity that lastsOne of the key strengths of Blue Note’s album covers was their design consistency, which made them immediately recognizable. This purposeful approach to visual identity does more than create brand recognition—it also helps build a deeper connection with your audience.
The design elements that made Blue Note a beacon of branding brilliance were simple and timeless. The focal design element for your brand could be typography, photography or something else entirely, while evoking an entirely different connection with your audience.
Some starting points may include your color palette, graphics, icons or illustrations. Your logo, a brand mascot or uniquely combining several design elements could also be the focus of your visual identity.
Consider how your chosen design element will look and feel across different platforms like your website, social media, print materials and even product packaging. Whatever you decide, consider it a step toward creating a consistent and memorable brand identity.
Your company values can serve as a guide for your design decisions. Color, shape, texture, imagery, can all be used to reflect what your brand stands for. Even if you don’t have a natural talent for design, pay attention to your reaction to design elements.
Do colors feel too warm? Images feel too sterile? Graphics seem too bland? Latch on to the feelings that come up, and think about whether design elements on the opposite end of that spectrum would better serve your brand.
It takes time to find the right words to characterize your brand. The more thoughtful you are at the start, the more likely your brand will be to not just stand out, but stand the test of time.
Digital Entrepreneur's editorial team includes Sharon Milone and Barrak Alzaid, with help from our friends at Redbrick, Danni Deguire and Rachel Aiken.