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To maintain a clear brand message and identity, your branding should always be consistent across every medium. Any brand strategy agency will say that a rigorous set of guidelines is essential.
Colour Scheme
A coordinated and consistent colour scheme is integral to your brand guidelines. It helps designers stick with a designated palette of specific shades, with clearly understood primary and secondary palettes. Be sure to include print codes, digital codes and Pantone codes.
Logo
Include all iterations of the logo in your guidelines. It may be available to use in different sizes, with different amounts of detail, and in different colours. Providing a choice of acceptable versions prevents any designers from making changes to it.
Fonts/Typeface
You can choose either a single font or even various fonts for different uses. Other typesetting guidelines should identify your choice of text alignment, spacing, and font sizes.
Brand Proposition
The brand proposition underpins your brand values – it proposes what you are trying to achieve with your brand. A brand strategy agency can help you create a compelling proposition.
Image Guidelines
The guidelines should include not only examples of what kind of images can be used, but also those that should be avoided.
Brand Voice and Tone
To ensure consistency, include the tone and voice that should be used in all branding. Make sure that both encapsulate your brand identity and remain consistent.
These guidelines will help everyone, from your in-house marketing team to outsourced designers, to help maintain a consistent branding effort and clear message.
