Graphic Design & Marketing

Brand Standards

By CRAIG KUNCE

Brand standards set the tone for your brand and ensures consistency. Whether you, a colleague, a printer, outside design firm, or an industry partner is designing collateral for your brand, these important standards keeps everything looking like it goes together—effectively communicating the visual brand.

Brand standards = brand consistency = brand identification = brand loyalty

Categories to consider showing

  1. Primary Logo
  2. Brand color(s)
  3. Brand typeface(s)
  4. Inspirational photos or elements
  5. Black and white logo
  6. Brandmark
  7. Reversed logo
  8. Taglines
  9. Staging

Brand Standard Examples

 

- Scott Naauao, on Behance

 

 

- Zack Simon, on Behance

 

- Johanna Björk, on Behance

 

- Craig Kunce, on Behance

 

More inspirational examples: Brand Standards

 

Things to consider

 

Primary Logo

Display your primary logo at the top of the page, large, and in full-color. This will set the “standard” for your logo and show your client and other designers and artists exactly how it should look and be used.

 

Brand Colors

Remember: there are three main areas a graphic designer should consider when choosing colors for a brand identity:

  1. Does the color appropriately represent the client's brand/message?
  2. Does the color appropriately communicate the client's brand/message to the target audience?
  3. Is the color free to use? Does any competitor already "own" the brand color?

 

Brand Typeface or Type Family

Show your primary typeface or type family. Also show the available weights.
Like this:

Helvetica
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Available weights: Medium Bold

 

Black & White Logo

Design your logo to be used in black and white. There will be times when you logo will be used in only one color, and this is the logo they will use.

 

Reversed Logo

Design your logo to be reversed out of a black background. There will be times when you logo will be used on a black or dark background, and this is the logo they will use.

 

Brandmark

A brandmark offers a designer different ways to show the brand with just a portion of the primary logo. Usually, brandmarks are the art portion of the logo. Most of the time, a new brand identity uses just the primary logo for several years, before they may try using just the brandmark. This allows time for the target market, consumers and the general public to get to know (and remember) the new logo, without confusing the issue with a second brandmark.