Branding can be a confusing topic. A simple definition is building a “look” using fonts, color schemes, graphic devices, imagery, and a logo that all combine to represent a corporate “personality”. That personality should ultimately reflect the kind of business that you do and the values that you hope to project to the consumer.
I often get questions like, “Why does my logo have to be in the same place on everything?” or “Can we change the logo color to yellow, just in the Powerpoint templates?”.
There is no quick answer for either of these questions but if you keep in mind that you are projecting a “personality” and that everything created should advance that objective and be in a consistent “language” then these questions become a little easier to answer.
Let’s take the first question, Why does my logo have to be in the same place on everything?
Putting the logo in the same place on everything sends the subconscious message that you and your company are consistent and well organized. You also get the benefit of recognition and expectation when you send your client something new. Over time, a quick glance is all that is needed to alert your audience that this piece of business collateral is from you. Which may make the difference between being read or being tossed in the garbage. That being said, for every rule, there is an exception. When consistency is the norm, a break from that can shock the consumer into taking a second look. The trick is to make the rules work for you by being aware of them and always using them to your advantage.
“Can we change the logo color to yellow, just in the Powerpoint templates?”
Of course you can, but do you want to? Go back to the “personality” filter. What does it say about your company that you arbitrarily change the color of your logo to suit your short term needs? You did not plan ahead for all of your logos uses when you were designing it, you are not that organized, your attention to detail is not your strong suit, your into quick and easy fixes… you get the picture.
Designers are not here to make your life harder and more complicated, we want to make things easier and help you project the right “Corporate Personality” for your business. We do that by creating a set of guidelines that safeguard your “look” and “personality” and actually make future marketing easier by choosing the “language” that we use to describe your company and sticking with it.
