Branding for apps

What to consider when designing a logo and branding for your app

An app is often seen as an independent tool. The appearance is then completely independent of the organization. This is possible if you want to position the app as a brand yourself. However, the app will ultimately remain part of your organization. Especially if it's a business app. In that case, it will really be an extension of your brand and a huge opportunity to strengthen your brand. After all, your relationship will be spending a lot of time on your app. So don't underestimate the impact of the visual aspect of your app! A well-functioning app without strong branding feels anonymous. An app with a recognisable corporate identity, on the other hand, sticks, builds trust and strengthens the user experience.

Design for technology

Many organizations and entrepreneurs are so enthusiastic about an idea for an app that they immediately look for a developer to make it. They dive straight into technology. Don't do that! Take a step back and first work out your strategy and design a mockup. Get started with a number of possible users and test first to see what you're so excited about. This helps the future developer by being able to show what you want and you get immediate feedback from potential users. Who knows, maybe your great idea won't be that great at all and you'll save a lot of money. We have already written about this in our article. design and strategy for technology.

1. Start with the purpose of the app

The visual identity must be in line with the purpose of the app and the target group.

• Is it a business app? Then your design exudes reliability.
• Is it about lifestyle or entertainment? Then it can be more playful.
• Is it about education? Then it must be clear, accessible and friendly.

Without clear positioning, it is impossible to choose the right style. So think about this carefully.

2. Logo: small but powerful

Your app icon is the first thing people see, on their home screen or app stores.
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What does a good app logo have to meet?

• The logo works well in a small format
• It has enough contrast so that it can be clearly seen among all apps on a phone
• It's visually in line with your brand
• It is recognisable without much detail

Sometimes it's smart to create a simplified version of your main logo, specifically for your app icon.

3. Use of color: psychology in design

Colors do something to people. They influence behavior and feelings. You can make use of this

• Blue stands for trust and peace and is business. That's why LinkedIn uses blue, for example.
• Green stands for growth and well-being. Spotify makes use of this
• Red is Energy, Urgency. YouTube uses this
• Purple stands for Creativity, Luxury. Think Discord, Twitch

When choosing color and using color by color, also pay attention to accessibility: ensure sufficient contrast between text and background. You want everyone to be able to use your app. Even people who have trouble with vision and colors.

4. Typography: legible and true to the brand

Another important element is the typeface. Make sure it is easy to read. Think of a phone screen. It is small and the text must be easy to read. Even if the font is quite small.

A good typeface:

• matches your brand personality
• is readable on mobile
• supports hierarchy (titles, buttons, body text)

Work with maximum two fonts and use consistency for a professional look.

5. UX and branding reinforce each other

Good branding not only makes your app beautiful, but also clearer in use. UX stands for User Experience. By taking into account clear buttons in your branding that do the same everywhere and are also clearly in action. A down arrow opens slightly below the button, a right arrow opens a new window. Do this consistently and don't mix the actions.

For example, consider:

• visual consistency in buttons, icons, and flows
• micro-interactions and animations in your brand style
• tone-of-voice in error messages and push messages

Branding is therefore not a sauce afterwards, but a core part of the UX.

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6. Don't forget the app stores

Your branding should also come to life in the App Store and Google Play:

• recognisable app icon
• screenshots in your corporate identity
• clear description with brand language (text in your tone of voice)
• possibly a short promotional video

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7. Let your brand live, even outside the app

Consistency is key. Make sure that your visual style and tone of voice also reflect on your:

• website
• social media
• classifieds
• offline resources such as flyers or exhibition stands

So you create one strong, recognisable brand story.

Conclusion: branding makes your app valuable and recognisable

An app without a brand identity feels like a blank canvas. By thinking strategically about color, typography, logo and UX, you ensure an app that makes an impact — and sticks to the user.

Do you want to make your app visually powerful?

Ambasco helps you from brand strategy to a detailed app design. Get in touch!
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