Have Guidelines for Presenting Your Brand
Another component of making a successful brand design is having the right structures and formats for the different mediums the brand will be presented in.
Most likely, if you’re running an eCommerce or eMarketplace business, your brand will be displayed in websites and applications on various devices, as well as in white papers, documentation, resources, PDFs, emails, newsletters, etc. Usually there may be advertising and different partner usage of the branding and the design as well.
You’ll want to make sure you’re reasonably prescriptive and have firm guidelines for how the brand will be preserved and respected across these different mediums. Without brand design guidelines, the brand may become diluted, and then the principles, values, and ethos of that company won’t exist.
Therefore, in order to be successful with a brand design, you need to have these principles conveyed in a tactical way and have constraints on how partners, advertising agencies, and your own team members present your brand throughout different mediums, channels, and devices.
In your brand design element guidelines, provide examples showing what’s acceptable for fonts, font spacing, and color palette, among other design elements. Also show what are acceptable changes for calls-to-action, banners, newsletters, logo variations, and so on. There may also need to be acceptable proportionality or sizing guidelines that clearly indicate that the logo needs to always be in a vector format so it’s not diluted or pixelated, stretched, etc.
For any partner or third party that’s using the logo and tagline or other brand elements, your guidelines should state what needs to be kept intact. Maybe there’s an important tag line that represents the company, or an important aspect of the logo needs to stay intact. Without these guidelines, oftentimes different partners or third parties will take free reign with the logo or some of the colors, and change these brand design elements.
Therefore, this may be something that you’ll want to implement in your legal documentation, so that you can reach out to anyone who infringes on the copyright and misrepresents the logo, and politely inform them that that’s not okay, and they need to cease that. These types of guidelines and legal standards are what help keep the brand elements at a high level of quality.