Why is branding important when designing an event?
A designer’s goal, in any event, is to enhance the guests’ experience. When the event is a business event, there is an additional need to strengthen the connection between the crowd, the brand, and the company itself.
Design, furniture, and branding are a part of the overall visibility of the event, and it would be wrong to disconnect them from one another.
Integration of the branding in the event, and the establishment of a clear design theme integrated with the brand that is present in all stages of the event, meets these needs.
Branding connects the various parts of the event, maintains the desired atmosphere throughout the entire event, turns it into a unique, one-time event, and thus enhances the experience of the guests and their connection to the brand.
The effect of a park or a hall that is entirely colored in the colors of the brand and the logo is very impressive.
How to integrate the branding into the event?
Integrating the branding into the event begins with the event’s graphic theme. It is recommended to create a unique slogan and logo for each and every event, which will accompany the guest throughout the entire event process – starting with the teaser, through the invitation, and ending with the actual event.
You don’t always have to reinvent the wheel with a grandiose and innovative concept – sometimes it is enough to combine the name of the company with a generic slogan (“have a great time with…”, or “end of the summer with…”), add a small twist on the client’s logo (sunglasses, a smiling face, etc.), and there you have a unique branding for the event.
The graphic theme will be present in all of the printed materials connected to the event: teaser, invitation, direction signs, welcome sign, guidance signs in the event, stage background, etc. The design theme and the graphic theme have to go well with each other – the color palette of the event will be affected by the graphic theme in order to maintain and preserve it.
The design and branding can be integrated into many elements: lighting fixtures, furniture and scenery items, which were built especially to be used multiple times, combined with printed products such as stickers, foam cores and banners – will stand out and have a very powerful effect
Another way is by branding design items using stickers or other materials. That way it is possible to turn a generic design element, such as a flower arrangement or a furniture item, into a design element that was supposedly created especially for this specific brand and event.
Combining content and photos from the past of the company and its atmosphere and presenting them in an exhibit at the entrance to the event is another way. This gives the connection between the guests and the brand an experiential and unifying nature, especially when they recognize themselves and their colleagues in photos taken in the past, or when they are exposed to changes and improvements in the company’s products throughout the years.
What to avoid?
Almost in any business event, we will see common branded elements: a welcome sign, banner flags, welcome banners, buffer banners, etc. These elements are very common among many suppliers, and since their costs are low, there is a tendency to use them almost automatically in any event, even when their use is not suitable for the surface conditions and the spirit of the event. This results in excessive branding, which damages the design theme of the event.
We do not mean to say that these elements should never be used at all, but it is recommended to put some thought and planning into putting the right amount of “standard” elements, their size and positioning, according to the surface conditions and the unique characteristics of each and every event.