#MarketingMonday: The Importance of Consistent Branding

 

The importance of branding cannot be understated. Keeping your company's branding consistent across all media will increase brand recognition and will help to cement your company as a reliable presence in your industry. It also makes your life easier - no more fiddling around with the design on every single project! Simply record the details in a safe place and bring it with you for any of your printing or design projects. 

In this article, we'll cover some of the most important aspects of branding and offer examples of companies who have kept their brand consistent while working alongside Signarama. 

  1. Logo Design 
    A logo is often a customer's first exposure to a company. The right design will convey important information about your company, will be easy to remember and identify, and will print well across a variety of media. Our designers can help you to create your perfect logo from scratch, help to modernize an older logo, or create a template with files from another design company. 

    There are many great online resources to learn and brainstorm more about logo design. We've included a lot of great resources on our Pinterest account.

    Follow this link to view our Logos & Fonts Pinterest Board.
     
  2. Pantone Codes / CMYK Values
    Choosing the right colours for your company, and keeping them consistent, is a crucial part of executing your branding. There's a huge amount of research behind the psychology and symbolism of colours. If you want your branding to evoke a specific feeling, putting in the extra effort to research the right colours will be a big help. That being said, you can always just pick your favourites, too!

    Most professional print companies will be able to use Pantone Codes. These codes, as part of the Pantone Matching System, are used to ensure that your graphics print as the same colours across all print media. Design programs generate exact combinations of colour based off of the alpha-numerical input from a pre-chosen Pantone Code. If you don't already have codes chosen for your company, then please feel free to come into our shop and work with one of our designers to pick the best colour(s) for your branding. 

    It's important to note that if your company uses CMYK values (a blend of cyan, magenta, yellow, and key/black tones to create all other colours), there will be small inconsistencies in the print across a variety of media. Different printers, and the materials the ink is printed on, will present the colours differently. This even applies to our computer screens - one blue may look like 5 different tones when shown on 5 different screens. 

    You can learn more about the Pantone Matching System here. Follow this link to start learning more about the psychology of colours. 
     
  3. Fonts
    Picking the right font for your company can feel like an overwhelming choice. After all, there are thousands of options available online and from the designers. You want your fonts to stand out, be legible, and to fit the overall look & feel of your company.

    Keeping your fonts consistent is another way of showing customers the reliability of your company, and reinforces whatever messages you're trying to convey. 

    We've done our best to help narrow down the design process by putting together our Logos & Fonts Pinterest Board. Infographics and examples at that link will help to steer you toward the best look for your company. Alternatively, you can do your own online search to find inforation at your preferred resources.

    By gathering font examples, you help our designers know what direction you're heading in. Remember to pick options that aren't just your personal favourites, but that fit with the look and purpose of your company. For example, a hand-lettered cursive script may not be the best fit for a utilitarian company based in the trades. 
     
  4. Design Files 
    We've talked about it before, but this can never be repeated too much! Understanding digital file formats is crucial to the success of your company's branding. 

    Unfortunately, we cannot create high quality products for you without the right file format. Drawings, photographs, or low-resolution digital files will have to be converted into a high resolution or vector format to work for projects - especially when it comes to your signage. The great news is that once you have the right file type, it can be used across all variety of print and digital media. It's definitely worth the investment!

    We've already written up a great article to help you understand what kind of file we need and why. Please have a look at this article.

 

We've worked with a lot of great companies who have kept their branding consistent across a large variety of media. Here are a few examples from our previous "Follow Friday" posts.