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Brand identity is the foundation of good logo design and the cornerstone of your business. Today we look into the importance of having a brand guideline and what effective design is.
You want to meet customers on a personal level. Your logo is the beginning of the story you want to tell your clients to get them interested in what you have to offer. So why stop there? A brand identity tells the whole story of your business in a concise, easy-to-read manner. It gives clients the who, what, when, where, and how of your business. A brand identity is a playbook on how your business runs and the “why” it all matters. Below we dive into what it means to have an effective brand identity/brand guideline and why you should ask your graphic designer to create one for you.
The beginning of your brand identity/brand guideline should start with what makes your business tick. Who are you? What do you do? And most importantly, why does it matter to your clients? Common questions your graphic designer will ask you in an initial interview include:
What is the history of your business?
Where do you see the future of your business going?
What services/products do you offer
Who is your target audience?
Having a clear picture of your business not only helps your audience understand the who, what, and why but allows your designer to create the most concise logo and graphics based on the information you provide.
Inconsistent, Hodge Podge design leads to confusion for any client (unless your goal is to create confusion in your audience then ignore this opinion). In this technological age where information is gobbled up in an instant, you want your graphics and branding to be clean, easy to read, memorable, and of course, concise. This means having a branding guideline that lists how your logo should be treated, what colours can be used, and a list of fonts that are acceptable for headlines and body copy to coincide with the rest of your branding. Stock photography and vector graphics can also lend a hand in bringing the overall theme of your brand identity together. For example, many stock photography websites will carry a “series” of photos done by the same photographer or you can ask your graphic designer to create a series of badges and icons that work with your logo. The key detail when working with your graphic designer is to provide as much information as possible to get the most effective design that you will love and will be memorable to potential customers.
You want your brand to be remembered for all the right reasons, not the wrong ones. It is important to ask a graphic designer for a copy of their portfolio or images of past work to get an idea if you will both be a good fit for each other and to get a good understanding of effective design. An effective logo can be used in different formats, from apparel to signage, as well as digital advertising. Working with a designer who has a grasp on designing with different media can help with having a logo and brand identity that works well in all the formats you require for your business. Again, making this information available to your graphic designer ahead of time makes the process run smoother and causes fewer headaches down the line when it comes to manufacturing your brand for the world to see. The more media you can effectively place your branding on, the more memorable you will be.
Click to Download Our Brand Guidelines
Do’s and don’ts of logo use is another important section to have in your brand guidelines. It lets marketers and production designers know how to handle your logo appropriately. Some common points in a do’s and don’ts section include:
Do use the primary full-colour logo when possible.
Do use the white logo on dark backgrounds.
Don’t stretch the logo outside of the constrained proportions.
Don’t recolour the logo with colours outside of the standard colour palette or with patterns.
Your graphic designer will have an understanding of common points that belong in the do’s and don’ts section of your brand guideline, but it is important to discuss with your designer if there are any specific ways you want your brand to be treated. Are you ok with your logo being used over photo backgrounds? Is a greyscale version of your logo a no-go zone? Referencing major businesses’ brand identities and guidelines can help in understanding what will work best for you.
Provide as much information as possible in the initial interview with your designer and the outcome will run much smoother. Ask questions to understand the design process and make sure you are both on the same page. At the end of the day, trust that your graphic designer has your best interests at heart. Working with a designer to create a brand identity and guidelines will provide the best outcome for your business and show potential clients that you are professional and organised.
Next month we will cover Why Designers ask you 20 Questions?
