Brand redesign
Establishing your small business in the marketplace takes time, persistence, and a constant review of your product and services. After your initial stages of growth, it's always important to track progress and take a look at the patterns involved with customer responses. Brand management is an important part of this process, a strategy that helps you learn how and why your business is favored over your competitors.
Even when your brand is a marketplace leader, it may be valuable to consider a redesign. Redesigns do not have to completely makeover your business entity, but they can help stay in touch with the latest trends and reach a wider target market.
Logo redesign
The logo has to make good first and lasting impression. The aim is to create a significant, recognizable image in the minds of potential customers and simultaneously transmit to the extent possible, information on the identity of the company or product. The logo is the heart of corporate identity and often is one of the key elements of the image that will draw someone to your company.
A logo should be simple and without sensationalism data. You just have to observe more carefully logos large and successful companies in order to verify the preceding sentence.
Required to be legible and so beautiful in all sizes and can be used in a wide range of materials and sizes.
If the logo can not be attributed equally well on a black and white printing for use on fax, photocopies and other printed matter, you have already failed in much of the mission. As impressive and if all these visual effects is necessary before the final choice to take seriously the possibility of the logo to create an accurate picture of the company on a simple business card or packaging of a product. If you do so, then it is very easy to evolve by adding visual effects depending on the application.
Brand Guideline Construction
A clearly defined brand identity can be used to drive alignment at every point of customer, supplier, employee and investor contact in your organisation. However, too often brand guidelines are a sterile set of rules that thwart creativity and strangle the implementation of the brand. Brand guidelines should inspire and excite, instilling belief in the brand and motivating people to embrace a shared vision rather than rage against the machine.
A solid set of brand guidelines should allow anybody to efficiently obtain relevant instructions on how to apply the brand across any marketing communication material whilst also providing a degree of creative freedom. Do’s and don’ts are a waste of space, if a designer even thinks of stretching or distorting a logo in any way they're a lost cause! Brand guidelines typically contain the following:
Logo specification
Specifying such things as exclusion areas, how to use clear space, exclusion areas etc. will result in a high-quality definition with legibility across all applications.
Logo application
Specifying the primary colourway, black and white versions, single colour, application on a photographic background etc.
Colour palettes
Colour can be a huge asset. Brands should not be afraid to use colour but neither should they be slap-dash with its application. Pantone, CMYK, RGB and web colours will be specified.
Typography
To bring communication to life, the style of typography sets the tone of the brand. Titles, headings, body copy etc. will be specified.
Tone of voice
Arguably the single most important part of any brand guidelines, tone of voice is often overlooked. A brand personifies a faceless company or product, a conversational style is an essential indicator of personality.
Photography
Arguably the single most important part of any brand guidelines, tone of voice is often overlooked. A brand personifies a faceless company or product, a conversational style is an essential indicator of personality.
Iconography
Icons allow a brand to put across a simple message at a glance and can be applied to all types of communication but work especially well on digital platforms.
Implementations
The brand guidelines end with a series of example implementations that demonstrate how a competent graphic designer or marketer can apply the guidelines across a wide range of communication materials.
