A brand mood board is an essential tool for visualizing and defining your brand's aesthetic. It helps capture the essence of your brand through colors, images, typography, and graphic styles. Here's how to create an effective brand mood board that will guide your visual identity:

#1 - Gather Inspiration

Start by collecting visual elements that resonate with your brand's personality and values. Look for:

• Photos that evoke the right mood and atmosphere

• Color swatches that reflect your brand's tone

• Typography samples that match your brand voice

• Patterns, textures, or illustrations that fit your style

Use platforms like Pinterest or Instagram to curate inspirational content. Save anything that catches your eye and aligns with your brand vision.

#2 - Define Your Color Palette

Colors play a crucial role in brand perception. To create your color palette:

1. Choose 3-6 main colors that represent your brand

2. Include a mix of primary colors and accent colors

3. Ensure the colors work well together and convey the right emotions

Consider using color psychology to select hues that align with your brand attributes. For example, blue often represents trust and professionalism, while orange can evoke energy and creativity.

#3 - Select Inspiring Photos

Choose 3-5 photos that capture the essence of your brand. These should:

• Reflect your target audience's lifestyle

• Showcase your products or services in action

• Convey the overall mood and atmosphere of your brand

Aim for a cohesive look across all images to maintain visual consistency.

#4 - Choose Typography

Typography is a key element of brand identity. When selecting fonts:

1. Pick 2-3 complementary typefaces

2. Include fonts and effects for headings, subheadings, paragraphs, quotes, and accents.

3. Ensure readability across different mediums

Your font choices should align with your brand personality. For instance, a modern tech company might opt for clean sans-serif fonts, while a luxury brand might choose elegant serifs.

#5 - Incorporate Illustration and Graphic Styles

If illustrations or graphics are part of your brand identity, include examples on your mood board. Consider:

• Icon styles

• Illustration techniques

• Graphic patterns or textures

These elements should complement your overall aesthetic and reinforce your brand's visual language.

#6 - Arrange Your Mood Board

Once you've gathered all your elements, it's time to assemble your mood board:

1. Use a digital tool like Canva

2. Arrange elements in a visually pleasing layout

3. Ensure a balanced representation of colors, images, and typography

4. Leave some white space to avoid overcrowding

The final result should be a cohesive visual representation of your brand's look and feel.

Deciding on what style speaks to your personality, your values, and your audience can be difficult. Download my FREE pdf Brand Identity Workbook for guidance!

Review and Refine

Remember, your brand mood board is a living document. As your brand evolves, you can update and refine it to reflect changes in your visual identity. By following these steps, you'll create a comprehensive brand mood board that serves as a powerful visual guide for your brand's aesthetic. This tool will prove invaluable as you develop your logo, website, marketing materials, and other brand assets.