From Branding to Design

A brand is made up of characteristics of a product or service and the emotions that surround the brand. The combination of emotions evoked and material elements are what makes a brand. Design is at the core of brands and branding and is what makes them stand apart from the rest. Without it, no brands would have clear distinguishing characteristics. Other aspects of branding include:

  • Brand personality
  • Brand vision
  • Brand values


Branding Design is More Than a Logo

Logos are a key and an essential element of branding, but certainly not the only piece. Some other design elements that are a part of branding are:

  1. Colors
  2. Shapes
  3. Illustrations
  4. Typography

Why Logos Matter

Logos are important because they are present anywhere a brand and a potential customer meet. They are essential to the brand identity because it speaks directly from the brand to the consumer. Logos make it simple for consumers to distinguish between similar brands. Successful logos will trigger some emotional reaction in a consumer. Depending on the feelings toward the brand, the consumer may be more inclined to purchase the product.

Integration is Key

All the design elements that play into branding only benefit a business if working together and complement one another. Logos, colors, and type are just a few examples of factors that need to be integrated well with one another for the brand to be successful. 

Power Needs Rules

Branding and design are both at the center of a company’s success. However, to be as effective as possible, rules need to be implemented to ensure they are used correctly. 

Some examples of these rules include: 

  • brand guidelines
  • color uniformity
  • logo regulations.

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.