How do you build a strong visual brand? In one word … consistency.
Why build a strong visual brand? Because every impression of your visual brand has value! When your customer views your visual brand consistently and repeatedly it builds recognition and memorability in their mind. Customers make a connection with your company more quickly and easily. This is simply because the more we see something, the better our recall of it is. It’s subliminal so most times we are unaware it’s happening.
If you want to build a strong visual brand, you can start with your three most important visual assets….
Your logo, fonts and colors.
Artwork. Organize and archive your logo artwork files so you have all the file formats, color usage and sizes (large, medium and small) you will need.
Integrity. It’s important to maintain your logo’s integrity to establish the recognition it deserves. DO NOT edit your logo artwork.
Placement. Be sure to have ample white space around your logo. Crowding it is visually distracting and takes away from its visual recognition.
Size. Resizing your logo? Here’s a tip! Be sure to hold the shift key down while sizing so as to maintain the aspect ratio. Distorting your logo can cause a disconnect with your viewer.
Resolution. Try to use the correct resolution for your usage. Enlarging your art could result in a blurry image. If your usage supports vector graphics, use the EPS version for optimal results. These are fully scalable without loss of quality.
Personality. Fonts have a personality just like us. Your font’s personality should reflect your brand values.
Choose 2 fonts. Your choices should pair well and complement who you are.
Legibility. Can you read several paragraphs in your font without straining?
Complement your brand in tone.
Limit your primary (main) color palette to 4. You can build an expanded color palette so you have more choices but 3-4 standard colors are recommended.
Use color distinctly to help guide viewers visually in conveying your message.
Compiling this info into one document will be a good start to developing your visual brand style guide.
8 Keys To Help You Design A Better Logo
Visually Communicating With Color
Why Your Brand Needs A Design Style Guide?
5 Keys To Visual Synchronicity
11 Simple Rules To Communicating With Type
Using White Space