Everybody Has Standards

Are you in control of how your brand is being used? If not, read on to learn how easy it is to take control and create Brand Standards.

From a Design perspective, Brand Standards are the standardization of your brand’s logo usage across every platform (print, digital, softgoods, hardgoods, etc). These rules are compiled into a document called Brand Guidelines, or Identity Guide, and inform anyone who is using your logo how to (and not to) display it.

What to Include in Brand Guidelines

• Primary Logo

  • Minimum size

  • Color usage/versions

  • Clear space

  • Unacceptable usage

  • Appearance on backgrounds

• Secondary Logo & Badge/Icon

  • Color usage/versions

  • Clear space

  • Unacceptable usage

  • Appearance on backgrounds

• Color Palette

  • Reinforces cohesiveness of the brand

• Typefaces

  • Represents the brand and is to be used across all print & web applications

• Image Usage

  • Helps customers identify the brand and enhance its persona

Once you have the creative end of your brand locked down, it’s time to take a look at the other part of Brand Standards; upholding your Mission Statement and how you treat your customers.

“Branding is the key to differentiating yourself from the competition, but if you don’t build your brand promise around reality or consistently live up to it, your branding efforts are pointless. … It is the consistent, desired experience that builds trust and trust is the foundation for loyalty and promotion.” - FORBES

Example Mission Statements

IKEA
“To create a better everyday life for the many people.” This vision goes beyond home furnishing. We want to have a positive impact on the world – from the communities where we source our raw materials to the way our products help our customers live a more sustainable life at home.

By sharing what we do, and speaking up for what we believe in, we can be part of positive change in society.

COCA-COLA
Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet.

TESLA
Our goal when we created Tesla a decade ago was the same as it is today: to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.

When was the last time you looked at how your logo was being used or how your company is upholding its mission statement? Remember, consistency is key to successful branding.