A cohesive, polished brand experience communicates professionalism and builds brand equity over time. Logo Guides and Brand Standards By Jennie Brady, Director of Creative Solutions Spry Inc., ICBC Associate Member Your brand is one of your most valuable business assets. It’s more than just a logo — it’s a complete identity made up of visuals, voice and values. To protect and grow that identity, businesses need more than just a great design; they need a logo brand guide supported by clearly defined brand standards. Whether you’re a small business laying the groundwork for your brand or a national company scaling across channels, having a brand guide ensures everyone — from employees to vendors — is representing your brand accurately and consistently. CONSISTENCY BUILDS RECOGNITION AND TRUST Customers are more likely to trust and engage with brands they recognize. A logo brand guide provides detailed instructions on how your logo should be used — outlining correct colors, minimum size, spacing and placement. But that’s just the beginning. Brand standards go even further by standardizing every visual and verbal element of your brand, including: • Typography: Which fonts to use and when. • Color Palette: Primary and secondary colors, with RGB/CMYK/HEX values. • Imagery: Style, tone and subject matter of photography or illustrations. • Voice and Tone: How your brand speaks in written content. Together, these standards create a consistent and recognizable identity across every customer touchpoint — from social media posts to email campaigns to packaging. PROTECT THE INTEGRITY OF YOUR BRAND Without brand standards, it’s easy for your identity to get diluted. Logos might be stretched or recolored, fonts might be substituted or 20 | INDEPENDENT REPORT
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