BRANDING AND CORPORATE IDENTITY
An effective logo is an encapsulation of your brand. It should be memorable, appropriate and timeless. It should convey to the viewer your intended message about who you are and what you do in a simple and graphic form. It should be versatile and scalable, clear and distinctive, and work across multiple platforms including print and digital media.
A brand includes a logo, however, this is more about the company’s personality as a whole and how this is shown throughout different materials. Take the Nike logo for instance. Their logo is the swoosh/tick. Their brand is much more than this with the swoosh forming part of a brand style which is used as a graphic device across football shirts, trainers, packaging, in-store graphics, television adverts and billboards to name a few examples. Carvill can produce brand style guidelines which outline how a brand should be used. This can include:
The brand colour palette for use in print and on screen. For each colour CMYK, RGB, HEX and Pantone colours can be referenced
Fonts that should be used for print and on screen. This includes fonts for headings, subtitles and body copy
Different formats the logo can be used in i.e. with and without a strapline
The minimum size the logo can be used and how much blank space to leave around it when in use.
Things not to do to the logo i.e. stretch or change the colour of it
How graphic elements should be used for example the three Adidas stripes
How other brand elements should be used i.e. icons, illustration and photography
Design examples of how leaflets, brochures and websites should look. This is generally for more established brands and wouldn’t be included in a basic style guide.