In today's digital age, social media platforms like Instagram have become a vital tool for brands to connect with their target audience. With over one billion active users, Instagram has become a go-to platform for brands looking to showcase their products and services. However, to stand out in a sea of endlessly scrollable reels, lifestyle brands must create an attention-grabbing, but cohesive and visually appealing feed that aligns with their brand values and overall aesthetic. One of the essential elements of achieving this is designing a brand identity that appeals to the "Instagram aesthetic." Let’s explore how choosing a consistent colour palette, custom-designed typography, and visually appealing imagery can help create a memorable and impactful brand identity that resonates with the "Instagram aesthetic."
Colour Me Cohesive: Airbnb's Playful Palette Sets the Standard
The "Instagram aesthetic" is all about creating a cohesive and visually pleasing feed. This means that when it comes to designing a brand identity for a lifestyle brand, it's essential to choose a colour palette that is consistent and visually appealing. The colours used should complement the brand's values and overall aesthetic. A great example of a brand that has done this well is Airbnb. Their brand identity features a playful and approachable colour palette not only on their Instagram but is also consistent across all their marketing materials.
Uniqlo's Custom Type: The Secret to Instagram Brand Identity Success
Another essential element of designing a brand identity that appeals to the "Instagram aesthetic" is the use of custom-designed typography. As previously mentioned, both Aesop and Glossier have created a unique and impactful brand identity by using custom-designed typography that perfectly embodies their brand personality. Another great example of a brand with great custom typography is Uniqlo. The Japanese fashion brand has a custom-designed sans-serif font that is simple, clean, and modern, perfectly embodying the brand's values of simplicity and quality. Uniqlo also uses a variety of custom-made typography throughout its entire feed.
How Peloton Masterfully Blends Brand Identity and Motivational Content
In addition to the colour and typography, the "Instagram aesthetic" also prioritises the use of high-quality and visually appealing imagery. When designing a brand identity for a lifestyle brand, it's important to consider the use of photography and graphics that align with the brand's values and overall aesthetic. A company that does this well is Peloton, the popular fitness company, which also has a super strong brand identity on Instagram, with a bold and eye-catching colour palette that reflects their brand personality of energy and motivation. Their feed features high-quality 30-second to 1-minute reels of workouts, a huge amount of memes, alongside inspiring quotes, all perfectly aligned with their commitment to helping people live healthier, happier lives.
How Zara Wields Black, White, and a Pop of Color
Zara is a prime example of a brand that has mastered the use of a consistent and visually appealing brand style on Instagram. Zara's Instagram feed showcases a consistent and visually appealing colour palette dominated by black, white, and grey, which reinforces its brand values of elegance and luxury. Think fewer reels, more soft focus filtered high-quality photography. They occasionally incorporate bold colours, like a bright blue coat or some punchy yellow shoes, to add visual interest and playfulness to their aesthetic. Zara pairs their colour palette with high-quality lifestyle imagery, product shots, and editorial-style content, creating a well-rounded feed that showcases its products in aspirational classy settings.
Crafting an Instagram-Worthy Brand Identity
Ultimately, when it comes to designing a brand identity that appeals to the "Instagram aesthetic," it's essential to consider the brand's values and overall aesthetic and match it well with a professionally designed and well-thought-out set of brand guidelines. In doing this, brands can create an addictively scrollable, yet memorable and impactful visual identity.
If you're looking to create a strong brand identity for your brand, get in touch with me to learn more about how my logo design service can help you create a memorable and impactful visual identity that resonates with the "Instagram aesthetic."
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