If you have any type of brand identity or logo which you use to represent your brand and your business, then you need to have guidelines around its usage to help you correctly apply the logo with enough clear space around it, recommended fonts, colours, icons, and images. These guidelines help to ensure your brand identity, and logo, are represented consistently and professionally in all applications.
The brand style guide doesn’t have to be 100 pages long. It just needs to cover the fundamentals that are constantly used in all your marketing materials.
The fundamentals include:
Hopefully, your new logo came with a style guide. If not, we highly recommend you get one.
Different file types may have different levels of image quality, sizes and colours. Using the wrong logo file for the wrong application can cause a lot of headaches. To help you, you can download our File Format Guide to help you understand what file type to use in any situation.
To keep it simple try to stick to this:
Useful tip: If you have any CMYK or Pantone print specific files, only use these for print projects. You may notice that they seem to be off-colour or not as bright when using them online – that's because they’re purely intended for print.
Sometimes people change the size of the logo or the design elements in the original logo file. Under no circumstances should you tamper with anything in the original vector file (PDF, EPS, SVG). Use what has been provided by the original designer. If it was done by a professional, the logo would have been tested in various sizes to ensure maximum legibility and balance.
If you need to change anything go back to the designer and get them to change it for you. There is nothing worse than making your own modifications and realising your logo looks off-balance when you fit out your new signage at the front of your office (especially if you’ve altered the original file).
Another common mistake businesses make is stretching their logo out of proportion or using a low-resolution image of their logo, which causes it to look pixelated. We commonly see this in Word documents and Powerpoint presentations.
As soon as you stretch the logo, the resolution and the quality of the image are reduced causing it to look unprofessional and distorted, thereby ruining the hard work you and the designer put into creating it. To avoid this, ensure that your logos are kept to their original ratio every time you use them and make sure the logo is clean, crisp, and highly legible.
I know its exciting when you get your new logo and all you want to do is post it on Facebook and tell the whole world – your family, friends, acquaintances and their cats and dogs... but before you start uploading, think about what you are trying to achieve and why people should care. It may sound harsh, but people are time poor and simply seeing a new logo without context could be confusing and won’t let them know why they should care. It’s therefore important to plan how you’ll first present your new identity. Think about how you can use your logo to tell a story about your brand or new business idea. Create a build-up of excitement. Use the logo as an excuse to tell your story and how it relates to your customer's life – this will deliver far more impact and benefit you more.
Here are some quick ideas to help you do this:
A new logo and/or rebrand is the perfect time to capitalise on a new marketing opportunity. Use it to reconnect with existing customers or to attract new customers. Start building more brand awareness. Let people know about your new direction and new vision for your business. That little bit of planning can make all the difference when you launch your new look.
Do you need help creating your new brand identity? Get in touch and see how we can help you build your new brand and take your business to the next level.