Elementos complementarios de la marca: background

Why are complementary elements important in brand identity?

Complementary elements are a vital extension of a brand's design. Not only do they reinforce the visual identity, but they also strengthen the message a brand wishes to communicate. Iconic brands such as Louis Vuitton or Tiffany & Co. are clear examples of how certain elements can communicate an identity even without the explicit presence of the logo. In this sense, exploring these elements provides a new dimension and depth to the brand.

What are complementary elements?

Complementary elements consist of graphic pieces that support and accompany the logo, symbol, or monogram of a brand. They may feature special textures, colors, or shapes that, although appearing separate from the logo, automatically evoke the brand's identity. For example:

• Louis Vuitton: Uses iconic patterns on its items that increase perceived value.
• Tiffany & Co. has institutionalized the color teal on its packaging, making it an intrinsic visual symbol of the brand.

These elements are more than just visual adornments; they are communication tools that convey the soul of the brand.

How to design graphic elements for a brand?

Designing graphic elements for a brand is crucial to maintain consistent communication. There are several tools you can use to create these elements, from Adobe Photoshop and Illustrator to CorelDRAW, depending on your preferences and needs.

What tools can be used?

1. Vector: Software such as Adobe Illustrator allows you to create clean graphics that scale perfectly at any size.
2. Bitmap-based: Adobe Photoshop is ideal for working with layers and blending modes, offering more complex textures and three-dimensional effects.

The focus is not on the tool, but on how these tools are used so that the graphic elements reinforce the brand message.

How are complementary elements applied?

Once designed, complementary elements should be implemented consistently across all brand communication pieces, from stationery to digital products.

Examples of applications

• Stationery: Use the designed background or pattern as a support for letters, envelopes, or business cards.
• Advertising: Include these elements in print or online ads to ensure brand recognition.
• Digital interfaces: Incorporate icons, style guides, and other elements into digital platforms to keep brand identity consistent.

Platzi course recommendations

For those who wish to delve deeper into the design and application of these complementary elements, Platzi offers courses such as:

• Adobe After Effects editing for video-oriented projects.
• UI/UX or Sketchinterface design for digital projects.
• Basic Photoshop to master the tool and learn how to apply effects effectively.

These courses not only improve your technical skills, but also encourage you to explore new ways to enrich the visual identity of your brand projects.

Exploring and defining these complementary elements is an exciting creative journey that not only elevates a brand's design, but also creates deeper and more memorable connections with consumers. Keep exploring and creating!