On This Page: Logo Usage | Design Standards | Guidelines
To build brand equity and awareness, every piece of information turned out must have common elements and similar tone and manner that support the brand's position.
These rules are easily broken down into two distinct groups.
Logo Usage Guidelines
Logo usage guidelines are a set of rules that tell those working with the brand materials how to do so properly without harming the brand. They cover:
- Smallest size a logo can be reproduced at
- Official colours of the logo and how to reproduce them
- Position of the logo on printed materials
- Position and Orientation of the logo on websites and TV Screens
- Presentation of the logo on dark or insufficiently contrasting backgrounds
- When to use colour versions and when to go with black and white
- Maximum and minimum tolerance for scaling, rotating or tilting the logo unit
- White space or "Run Around" a logo unit should have from any other element
The design of the guidelines are for both internal communication standards as well as to give to printers, advertising houses and so forth. Ignoring these guidelines leads to the devaluation of the brand over time, so it is best to ensure a consistent brand message and adhere to their guidance.
Visual Identity Manual
Similar and sometimes incorporated into the Logo Usage Guidelines is the Visual Identity Manual or Graphic Design Standards for a company or brand. These go beyond the positioning, colour and scale of the logo and include other visual design elements which are usually components of the corporate look. These may include design bands, typography, secondary colour pallets, images or image treatments, bleeds, fonts and more.
Developing Your Guidelines
The branding specialists at Falcon Innovation Group in Guelph Ontario can help you get control of your brand components. If you did a corporate look package or logo design with our team then these guidelines are already in your possession. However, if you have an existing logo or other design elements for your brand and would like such a guideline developed, then simply contact our office for your no obligation quote.
