When it comes to building a memorable brand, it’s all about consistency. The best brands remain top of mind because their presence is defined by the repetition of the same logo, typography, colours and images. If people see them enough, they become instantly recognisable while providing a clear sense of reliability and security.
A brand style guide ensures that your brand looks and feels the same across all departments and marketing channels. It helps your business communicate consistently and avoids confusion and misinterpretation.
Think of your favourite snack bar or coffee brand – what are the three main elements that stand out the most? If you answered logo, typography (font) and colours, you’re on the right track!
Choosing The Right Logo, Typography And Design
Deciding on a logo, font or design is vital in establishing an easily identifiable brand presence. Design colours should meet the brand requirements and be distinctly noticeable. Consider learning more about the psychology of colours when choosing yours. It’s interesting to understand what effects certain colours have on people in terms of appeal, persuasion and decision-making.
Ensure that your logo includes your brand colour scheme and keep in mind these important facets:
- Indicate minimum size and accurate proportions of your logo
- Show how much (or little) whitespace your logo needs
- Include variations (grey scale, black and white, inverted or reversed)
Although there are many free and paid fonts online, you must consider your target market and intended message. It needs to match your brand personality and values. Some brands use one font while others prefer more. A general rule of thumb is to use a different font than the one in your logo as the contrast can help it stand out more.
Remember that readability also plays a vital role. Stylish fonts like Freestyle Script, Mistral or Pristina might work well for headings but not for body content. Use an easy-to-read font like Arial, Tahoma, Verdana or Calibri and remember to choose an appropriate font size.
Other elements involved with typography and design include the following:
- Scale – use larger headlines, slightly smaller sub headings and a smaller body type font.
- Kerning (letter spacing) – adjust the space between two letter pairings to create more appealing and easy to read content.
- Leading – the vertical space between lines of text. Professional graphic designers believe that your leading value should be bigger than the font itself.
If you’re not experienced in this process, most seasoned designers can guide you through it and Asset Print is no different. For expert advice, design and printing services, get in touch with us today.