A brand is the perceived emotional, corporate image as a whole. Brand identity is the visual aspects that form part of the overall brand. Some key elements to creating brand identity include choosing the right brand name, creating a consistent visual style, developing a compelling logo, paying attention to color, and selecting appropriate typography.
The branding project was a group project the required us to brand a hypothetical Stephen Starr restaurant that would be opening on Temple University's campus. We were provided with the name of the restaurant, The Tap, and the type of restaurant it would be, a "barcade". For this project, we developed a mood board, a logo, a digital advertising campaign, a print advertising campaign, a website, as well as interior design, uniforms, merchandise, and guerrilla advertising.
Modcloth is an excellent example of good branding. Shown above are various pages of their website. As a mainly online based business, they showcase their brand through a cohesive theme that portrays their whimsical and unique style. Their brand is exemplified in everything from item names to special sections on their website.