4 Ways to Keep Your Brand Consistent

Posted by Evelyn on March 3, 2014


When your brand is consistent, it shows focus—it shows that you know who you are and what you stand for. It shows professionalism and that you are not a fly by night company. But how do you keep that brand consistent? Here are 4 ways that may help.

1. Keep your logo YOUR logo. Don’t  allow alternations such as distortions, drop shadows or add or take away something out of your logo just to fit where it is going to be displayed ( web, print, signage) There are some cases you may need to adjust your logo. For example, if your logo isn’t going to work with Facebooks’s profile picture setting of 180 pixels by 180 pixels because your logo is more rectangular than square, it's ok to make it square.

2.  Know your logo’s colours and their proper names. Ask your graphic design to create a visual for you with the list of colour names and be  consistent with these colours.  Duncan_Christian-Logo_only_with__colour_numbers.jpgHave a coloured version, a black and white version, a version for printing, one for your website, your social media etc. This can mean many different formats such as jpegs, pngs, tiffs or in its original file which should be an Adobe Illustrator file. It’s important that you have copies of each - even if you can’t open them because you may not have the software, at least you will have it on file for all the different marketing formats  (business cards, letterhead,  t-shirt printing, Facebook pages etc)

3. Stay away from trends. When designing or redesigning your logo, keep in mind of trends—yes, that might look very cool now but how will that look years from now? You want something modern but timeless.

4. Keep it unique. Your company may be located on an Island and you may have that in your name but it doesn’t mean your logo should be in the shape of an island. The focus should be on what you do, not where you live.  However, you could convey some part of where you live by incorporating that into the logo such as mountains, water, trees etc but then again, it has to best reflect who you are and not just added to the logo because you think it looks neat!

If you would like to know more about designing a brand identity, please give me a call or send me an email and I would love to book a one hour FREE consultation with you! In the meantime, please take a look at this great article from Creative Market about brand identity.  I realize it’s a blog from 2013 but it says it all!



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