Sunday, 21 May 2017

Mind your own brand: Creating guidelines for your logo/identity usage

Creating an organized way to document and share your company's identity usage standards ensures that your brand personality and relevance is never compromised.

This means the consistent display of a company's logo in print, on tv or the web.
For example, when designer creates a master workmark or logo as an EPS [encapsulated postscript] file, it scales to any size and will maintain it's quality - no jagged edges.
When the file gets resaved and distributed in various formats for printing in an ad as a .tiff file or on the website as a jpeg, png or .gif file, the logo should look and feel the same.

A logo usage guide or Style Guide may be an online document with links to graphic resources or it may be an elaborate printed manual to communicate with affiliates, staff or suppliers.

It starts with identifying those key elements that reflect the core values and represent the image attributes of the company. A designer details every possible placement and usage standards for the company's identity.

This includes the do's and do not's of logo in various mediums from websites to print and display advertising.


  • Font choice
  • Print type treatment: options for headlines, subhead, callouts/decks
  • Online HTML treatment such as Cascading Style sheets [CSS].
2. Colour Palette
  • Colour combinations showing primary and secondary options.
3. Graphic Treatment
  • Logo or logomark
  • Photographic styles
  • borders, rules, bullets, graphic identifers
  • Illustration and graphic treatment.

4. Templates
  • Web grid layout that shows designated content areas
  • Sketches to illustrate placement and appearance of key layout features.
5. Navigation and Information design
  • Create a diagram of the navigation design. This is the HTML template that shows
    the structure of the page and identifies key content areas.
  • Print out or link to live example
  • Icon-based treatment
  • Address global, 1st and 2nd level navigation.

Here's an example colour palette that displays references for web hexadecimal colour, RGB for TV, and Pantone numbers for print.

#CC3300 R204 G51 B0 PMS 1665

#993300 R153 G51 B0 PMS 1675

#000000 R0 G0 B0 PMS Black

#666633 R102 G102 B51 PMS 378

#999966 R153 G153 B102 PMS 0000

#666666 R102 G102 B102 Cool Grey 9

#993366 R153 G51 B102 PMS 208

#FFCC66 R255 G204 B102 PMS 134

Check out my Building Blocks of Branding Worksheet.

Image above: Tulips at home on the windowsill.