| The term "brand standards" is used in the marketing | | | | most important elements in marketing and branding. If a |
| world to describe the "rules" a company utilizes when | | | | company does not commit to a set of brand |
| coordinating all of their marketing material. These rules | | | | standards and re-designs or re-sizes their logo |
| are used to ensure that all written material, logo design, | | | | constantly the message sent to potential clients is one |
| tag line development and brand naming are done with | | | | of disorganisation and lack of commitment. The |
| a similar feel and message. The most successful | | | | branding standards used in logo development should |
| brand standards will not only create awareness and | | | | include size, color and placement. All of which should |
| product familiarity but also set a brand apart from the | | | | be consistent regardless of the logo use. For example, |
| competition. Though brand standards are vital for large | | | | the logo used for letterheads should be identical to the |
| industrial companies they are also equally important for | | | | logo used on packaging, signage, and hangtags and so |
| independently-owned shops, service providers and | | | | on. |
| product distributors who may be starting out small and | | | | Similar to logo design, font standards are also essential |
| working towards branding success. However, the strict | | | | when working to build brand differential. Mixing fonts |
| nature of branding standards can alter depending on | | | | and experimenting with lettering is not considered |
| the needs and requirements of each individual | | | | strong practice in most marketing circles. When |
| company. Not all companies need overly-firm branding | | | | deciding on their brand standards companies should |
| rules and are able to develop effective marketing due | | | | commit to using only one or two fonts and should |
| to the flexibility of their own branding approach. On the | | | | continue with these choices as long as their products |
| other hand it is important to note that being too "loose" | | | | are available. |
| with branding standards can result in marketing | | | | The points mentioned above are also important when |
| mayhem and have an overall negative effect on | | | | considering graphic design. If a company decides to |
| branding efforts and development. | | | | use "real-life' photography in their marketing material |
| New business owners and companies should try to | | | | then they should be consistent with this design choice |
| focus on consistency and strategy when working on | | | | and refrain from introducing any other graphic format |
| three specific areas of brand standards and | | | | such as illustrations or animation. These brand |
| development. | | | | standards should also continue throughout all of the |
| These three areas are: Logo development, Font | | | | company's current positions including websites, |
| Styling and Graphic design. | | | | storefronts, advertising and brochures or catalogues. |
| Logo development and design is possibly one of the | | | | |