How To

Why you need standards for your brand

By February 14, 2020 No Comments

As you build your organization’s brand and identity, there will come a moment when you may need to hand it over to a partner, organization or vendor for their use.

Too often, after this handoff happens, logos are inadvertently mishandled – which at best makes it look incorrect, and at worst can do damage to the brand you are working so diligently to build.

Call it a brand handbook, graphic standards, or logo guidelines, you can help your vendors and other partners, by documenting how your logo should be handled:

Who to contact Start with whom the recipient should contact for final approvals and any assets they need. It’s also not a bad idea to include contact information on each page of the document, just in case the cover goes missing.

Depending on what is being produced, a vendor may be looking for pngs, jpegs or vector artwork (.eps or .ai files). Having these at the ready – stored together in a Google Drive or Dropbox file works well – will also make your projects move more smoothly.

Preferred treatment – Include how the logo should be displayed when used horizontally, vertically and even square if that’s different.

Your colors, three ways While Pantone colors are the industry standard for color matching, we are often asked for RGB (Red, Green Blue) and HEX values for online and other projects. Working it out now means you aren’t scrambling later.

Black and white Include how you expect your logo will appear when it is produced in one color or black and white.

What NOT to do Consider the various ways your logo could be mishandled.

Fonts The font you use is an important part of building brand consistency. Select a font family for your branding, preferably one that is easily available, and include it in your guidelines.

Show them how it’s done! A picture is worth a thousand words, so show the designer how your logo has been successfully applied in the past.

Having these standards documented should make it easier for you to communicate your expectations, and ensure you are happy with the products you are having produced.

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