- Be sure your designer understands your brand and objectives. That way your logo and strapline will align with your company ethos and last a very long time. Your designer should write a brief based on what you’ve discussed together and send it back to you for sign-off before work begins. That way everyone is clear on what is needed and when.
- Involve your staff. I don’t mean decision by committee, but keep them informed and engaged. They’re part of your brand and they’re ‘frontline’ in a lot of cases – the branding strategy and logo design have to ring true for them too.
- Brand guidelines are important because they show how the logo and visual identity can and can’t be used, ensuring consistency wherever it appears, from brochures through to staff uniforms, advertising and so on. The brand guidelines document the correct colour palettes, typefaces, exclusion zones, imagery style and tone of voice. They should be circulated among your staff and shared with suppliers or anyone else who will need to use your logo.
- Never let anyone mess about with your brand look and feel! For instance, some publications might tweak your logo to suit the space available. Don’t allow this. If it’s stretched or squashed or the wrong colour, it makes your brand look unprofessional and unreliable. Your logo represents your brand, your company and the emotions people feel when they think about you.