Written by Lien Design ©2019
Every brand should have certain guidelines which set the tone of their image. This will ensure that the brand is always recognizable and appeals to their target audience.
But being too rigid in what you’re looking for can be a turn off to your creative department. And maybe they have a point. After all, if you’re too unyielding, your brand can start to look unoriginal and stale.
So, what’s the best way to bridge the gap? Read on for some great tips on finding that sweet spot between creativity and consistency.
Avoid Getting too Specific:
Brand guidelines should be detailed but they should also leave room to allow designers some freedom. While fonts, colors, photography style and how to use the premium label design should be included, you don’t need to dictate font size, grids and how to use each element.
Most brands have a few main colors they use. However, that doesn’t mean you can’t incorporate several subordinate colors for times when you want to create something a bit more eye catching. These will be great in infographics, callouts and more and they will give your designer something fun to play with.
Directions can be very rigid. Instead, provide examples that will lay the groundwork for your design. These will help inspire your designer and set the tone for what you want to do without being constrictive.
To keep your brand from looking stale, be sure to update brand guidelines regularly; every two to three years is recommended. Complete overhauls can be done every five to ten years to keep things fresh without alienating customers.
These updates will give your designer something fresh to work with. You can also ask him or her for ideas concerning the direction you want to move in.
Think Through the Uses:
When providing your designer with unique logo design and other images, it is important to consider that these will not be usable in every format. For instance, something that works on white paper may not look right on a brochure.
And while including recommendations for usage is necessary, it’s also important not to be too rigid here either. If your designer is able to expand the ‘rules of usage’ to think outside the design box with the images they are able to utilize, that could work to benefit everyone involved.
Of course, finding the balance between consistency and creativity is not only the job of the company, an experienced designer will also be able to work within your requirements to come up with out of the box ideas.
If you are looking for a designer that can combine creativity with consistency, San Diego’s Lien Design is highly recommended. They are a design branding agency known for their ability to come up with unique ideas that will make your brand stand out while making sure your company is identifiable across the board. Trust them to create branding that is sure stand out and help your business to grow.