Your company branding is a visual representation of your business' personality and should act as an instant identifier for your customers.
In most cases, your company branding is the first thing a potential customer will see about your business. Whether it's your logo on a business card, website, email signature or letterhead, chances are, your logo is present on all introductory media. For this reason, your logo needs to portray the same personality and style as the way the business operates.
Branding is not all about the logo however. Branding is everything that a user experiences that they associate with the company. The fonts, imagery and colours that a company use on marketing assets should all compliment each other and allow a user to develop an instant association between that style and the company.
Brand guidelines can be invaluable to a business. They set out the strict rules that the company and it's marketing team must follow when creating any visual assets to ensure consistency throughout. Guidelines can range from obvious things like set a colour palette to obscure, specific line spacing to be used on all fonts.
If we look at our own brand as an example. some of our guidelines for all media and assets include:
- All titles must be in the logo font and end in a full stop.
- All lines are either horizontal or placed at a +/- 2° gradient.
- We have a colour palette of 6 specific colours.
- We only use 2 font types throughout all assets.
Before we make a start on thinking about the creative aspects of the brand, we sit down and get to know the people behind the business. Getting to know the people, attitudes, goals and ethics of the business is essential to be able to create a visual brand for the company.
We look at the competition in your market and consider the target audience to analyse the trends as well as where the successes and failures lie in the market.
Our initial thoughts and ideas are put together for a discussion about the direction we have in mind for the brand and initial concepts regarding colour schemes and brand personality.
Adobe Illustrator is our preferred software for branding concepts as it uses vector based graphics which means that anything we create is fully scalable without losing quality, so once produced it can be used on anything from small business cards to giant billboards.
We produce a few variations on a similar concept and allow three revisions on these to get us to the final design and produce the strict guidelines to adhere to.
We can then use the brand guidelines to produce designs for a wide variety of marketing assets, both for printing or digital use. We have preferred printers but can use any printing company if their is a client preference, and will communicate with them to ensure everything we produce is print-ready for the supplier.