So you just had a logo made for your new business or had your previous one revamped, now what? You may be feeling a little lost on where to place your logo, what colors to use, or the type of lettering to use in your design materials like business cards or brochures. If you worked with a professional designer you shouldn’t have to fear because a crucial document, called brand guidelines, should be in your packaged files.
What Are Brand Guidelines?
Brand guidelines are a multi-paged document that is a visual guide to your brand. Not only does it contain the different types of logos you received from the designer, but it also contains the brand colors, the fonts used, directions on when and where to use the logos, and other important elements for designing products and visuals for your brand.
Why Are Brand Guidelines Needed?
Unpredictability creates mistrust. When something looks or acts different than before, you question its legitimacy. In the branding world, customers are looking to distinguish brands that are true to themselves. If a company has a distinct color it uses, for example, and suddenly deviates from that color scheme, a customer could question whether it is still part of the brand. It could create confusion. Brand guidelines eliminate confusion by giving the company a practical direction on how to stay consistent with its look. The document is especially helpful to pass on to non-designers in a company such as marketers and social strategists who need to create materials. These guidelines provide an easy reference for keeping on-brand and avoiding visual mistakes that could make the materials or logos illegible or difficult to decipher.
How to Use Brand Guidelines
Color Consistency
How do you apply the brand colors to other materials you may need to create? Your brand guidelines will list the hex codes (a series of numbers and letters) for any digital materials you need to colorize as well as CMYK numbers for the print shop to ensure that the colors stay consistent on printed swag and promotional materials. Many non-designer programs allow you to type in those hex codes to apply brand colors to designs you create (super helpful!).
Type Direction
Need to find the same type used in the brand? Brand guidelines conveniently list the names and show the look of the font so you can find and purchase the commercial license (or download it for free if applicable) and start typing materials that match the style of your brand. No more hunting to find a font that looks similar!
Brand Language Insight
What words or tone of voice should you use when you are writing content for the company you work for? You can easily get direction from the wording in the brand guidelines! The guide not only contains the mission, vision, and values of the brand but is also provides language and vocabulary throughout the document that reflects the personality that needs to be voiced in the brand’s content. Now drafting language that matches the company is much easier (whew!).
Style Advice
What shapes or layout elements should be applied in print or digital materials? The guide will give an explanation of the style requirements and how they should look on any designs that represent the brand. What types of shapes and layouts should be applied is usually included in these guidelines as well.
Visual Etiquette
Which logo should be used on what background? Given in the name, brand guidelines are a guide on when and where certain logos should be placed along with some general design etiquette so your logo and elements look the most professional and pleasing to the eye.
A brand guidelines document is an important element of your business. It offers helpful insight into your company logo, brand elements, language, typography, colors, and style. Take the guesswork out of keeping your brand consistent and facilitating trust with clients by ensuring your brand guidelines are included with your logo design.
Digital Buzz Media offers branding kits incorporating a well-thought-out logo as well as brand guidelines. Upgrade your branding expectations with our Branding and Graphic Design.
