Why Your Brand Needs to be App-ified

May 4, 2021

Design

At Konnect Digital, we regularly use the term appify - not just as a cute play on the words ‘app’ and ‘amplify’ - but as our ethos when it comes to creating brands for our products.


When connecting with new clients, the team at Konnect always put emphasis on appifying a brand to make your logo and style pop on-screen. The reason for doing this is simple; if your app is going to be the primary connection between you and your user, we think your branding should be designed to directly improve the UI of your app.


Here are a few reasons why it is important to have an appified brand.


One Cohesive Unit

The design team at Konnect will always design a brand knowing that it is going to be used within a User Interface (UI), keeping in mind how the logo, colours and overall style will tie together inside a phone screen. From personal experience we find that this creates a sense of professionalism for the company and generates trust from the user.


You may be thinking, “As long as it does what it needs to do for the user, why does it matter if the app looks pretty?”.  Although the functionality of the app is a huge contributor to the application, your brand directly affects your app’s UI and becomes the visual communication between your app’s functionality and the user. Instead of relying on your app’s functionality to win-over users, why not put in the extra effort to maximise the user’s experience and your app’s potential?

Key practices to appify a brand

Although some brands may look nice on a letterhead, billboard or sign, it doesn’t necessarily mean that they can translate to the mobile screen. Elements such as scalability, colour schemes and versatility are contributing factors when appifying a brand.

Scalability

As mobile applications are primarily based within smartphones, making sure that your brand can be scaled down and still be recognisable is a huge contributor to the appifying process. To design for a small scale, try to avoid relying on any small logo details as these can become a tiny blur when your logo is scaled down. By using large shapes and heavier font weights, you can ensure that your logo can still be recognisable at a 20 pixel height.


Colour Schemes

First and foremost, avoid using the entire rainbow in your brand. As a general rule, we try to use 1 or 2 primary colours for a brand, accompanied by some secondary and supporting colours. The reason for doing this is because we find that a big part of designing a successful brand is creating something that users can recognise, and having a select colour palette can achieve this. From an app standpoint, keeping a limited colour scheme will create a free flowing UI and UX process, creating consistency throughout the entire application.


Versatility

When we create a logo for a brand, we want to make sure that this logo can be used in many different scenarios. For example, if your logo is quite long horizontally, the ability to split and stack your logo into a more square shaped version can be very beneficial (eg. app icon). Of course, you will always have a primary variant for your brand, but having these variants allow you to place your brand in a larger range of mediums due to its versatility.


What to avoid

Although there are thousands of well designed apps on the market, it doesn’t mean it is easy. Your brand should reflect on your company and your mission as a whole, allowing users to understand you based on your branding choices. Despite being such an important part of the brand’s representation there are plenty of companies that have taken shortcuts and forced their brands into an application based platform, creating an app version of Frankenstein’s monster; bits and pieces that can function, but aren’t enjoyable to look at.


The ‘Cookie Cutter’ brands are quick and easy ways for companies to create a brand for themselves at low cost over a short time period. However the reason that these brands are so cheap and easy is because they lack the uniqueness and finer details that grab a user’s attention. You can find these brands through ‘online logo generators’ and ‘online brand builders’ that use their library of generic icons and logos and allow you to input a custom brand name. Although this may be fine for some, the app world calls for more detail and intricate design elements to appify your brand and take your application to the next level.


Conclusion

The process of making an appified brand can boost the entirety of your app, creating a professional and aesthetically pleasing UI for your users. The design team at Konnect are very experienced in this field, and recommend creating a well thought-out and creative brand for your new application. By following using the outlined information and following some of our appifying rules, this process can be difference between your company making a good app, or a great app.

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