Branding - What your brand should be doing for you

Published September 2017 by Leanne Millar BSc

It's more than just a logo.

A brand is more than just a logo. Your brand is the reception desk to your organisation. Seen by many your brand is your first impression, the last impression and many impressions in between. One of the many questions that we get asked is how much should I pay for my brand design? The answer… In truth, it's more complicated than a simple figure. Your brand should be an ongoing investment in your company.

You could pay £300 for a logo or £3000 for a logo, and nothing to say which one of those logo’s would be better. The key element of the brand design is that it should start with your logo and be consistent and memorable across everything your company produces.

Your brand should include:

  • Logo
  • Colour Scheme
  • Font and Font Size

For video content this should also include:

  • Intros
  • Outros
  • Title Sequences

Everything your company produces in terms of marketing should be consistent, clear and memorable. Within The Kick-Ass Donkey Group, we have strict procedures when designing brands to ensure that what we design for you follows all of these “rules”.

If you are using a branding company here are some top tips for success.

  1. Ensure that the company provide you with a brand guideline pack
  2. Ensure that the logo looks as good in black and white printed on the back of a bus ticket as it does on a 20ft x 10ft banner on the motorway.
  3. Ensure that your colour scheme is consistent.
  4. Ensure that you stick to a particular font. The fonts should complement each other, and you should never be using more than two! (Preferably 1).
  5. Don’t be fooled by the “you get what you pay for” school of thought. I have bared witness to some of the worst brand development being made for companies on charges in excess of £20,000. Coca-Cola one of the most memorable and iconic brands in history paid only $200 for their brand design.

If you are a budding designer yourself here are some top tips for you.

  1. Allow other work to inspire you.
  2. Never use open source vectors in your brand design work. (They can’t be trademarked).
  3. Find colour pallet tools to help you with complementing your colours. Adobe Color is a good free resource.
  4. YouTube is your friend. There are plenty of resources on YouTube which can teach you how to do this to a professional standard. Use them and do your research.
  5. Remember each colour has a £35+ setup charge for embroidery. The fewer colours the better and more cost-effective your design will be. You can use shaper tools to take advantage of the natural background colours of the cloth your logo will be printed on.
  6. 1, 2 or 3 colours. NEVERMORE!

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