Page 5 - Brand Identity Standards
Categories that should appear on page 5
- Primary Logo
- Black and White Logo
- Brandmark
- Reversed logo
- Logo Colors
- Taglines
- Typeface
Page 5 - Example
This is an visual example of how I might layout page 5.
Primary Logo
Display your primary logo at the top of the page, large, and in full-color. This will set the “standard” for your logo and show your client and other designers and artists exactly how it should look and be used.
Black & White Logo
Design your logo to be used in black and white. There will be times when you logo will be used in only one color, and this is the logo they will use.
Brandmark
Show just your brandmark, in color. A brandmark offers a designer different ways to show the brand with just a portion of the logo. Usually, brandmarks are the art portion of the logo. Most of the time, a new brand identity uses just the primary logo for several months, or a year, before using just the brandmark. This allows time for the target market, consumers and the general public to get to know (and remember) the new logo, without confusing the issue with a second brandmark.
Reversed Logo
Design your logo to be reversed out of a black background. There will be times when you logo will be used on a black or dark background, and this is the logo they will use.
Colors
Remember: there are three main areas a graphic designer should consider when choosing colors for a brand identity:
- Does the color appropriately represent the client's brand/message?
- Does the color appropriately communicate the client's brand/message to the target audience?
- Is the color free to use? Does any competitor already "own" the brand color?
Show samples of your main logo/brand colors. For each color list the Pantone spot color, 4-color process color, and the Web color. I have a Pantone Bridge color swatch book for you to reference.
For your primary logo/brand color only, define the psychology of the color and list 10 words that are symbolically associated with the color.
Use your color textbook for the psychology of color and for the words associated with your primary brand color. This research is important, and will help to explain to your client why you chose the colors you did and why they are the best choice to communicate their brand/message to the audience.
Tagline
For the tagline section, write a tagline that reflects your brand and brand words. There has been much written about writing taglines and advertising copy. In my mind, the best advice has always been to make sure your tagline fits with, and communicates, your brand—and make sure it is something that will benefit your target market. Refer back to your research to see what taglines your competitors used. They are good ideas starters.
Taglines can be further enhanced by using action words or “ing” words such as securing, planning, embracing, driving, earning, helping, enhancing, moving, learning, progressing, etc. Other good tagline words are those that your target market can relate to, such as: you, your, now, family, future, home, children, safety, new, etc.
Typeface
Show your primary typeface in the entire alphabet and numbers. Also show the available weights.
Like this:
Georgia
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Available weights: Medium Bold
