Your marketing materials should have a consistent look. Whether it is a business card, trifold brochure, presentation folder or letterhead, each piece in your arsenal should reinforce your identity and brand. It should be obvious they belong together and represent the same company.
If you have the budget to hire a professional Graphic Designer, they can create a corporate identity for your company. It is helpful to start the design process with an overall approach, rather than the design of a specific piece, but it doesn’t always happen this way because of budget and need.
Here are a couple of tips, to creating a uniform Corporate Identity:
- Commit to your logo! Whether it is a new or existing design, do not change your logo each time you use it. It should appear in a similar way on all marketing materials. There should be a limited number of acceptable color variations for use on different backgrounds.
- Pick a color palette. Similar to designing a room and picking paint color, window treatments, accent pillows – pick a main color and one or two accent colors. The color palette should compliment your logo.
- Use the same fonts and no more than three. In graphic design there is a “three font” rule. Never use more than three fonts in a piece. Keep in mind that the regular, bold and italic versions of a certain font are, in this case, three different fonts.
- Select a style of photos or illustrations. Select a certain type of image – black and white photos, duotones, color photos, simple two-color illustrations, four-color detailed illustrations, etc. By committing to a style of image, you can use different images in different pieces, but still maintain the same look.
To reinforce your brand and identity, keep a cohesive look across all your marketing materials by using the same logo treatment, colors, fonts, and imagery. This also applies to your website, email campaigns, electronic newsletters, and social media. Just like the rooms within a house, prospective clients should feel they are in the same “place” whether they are looking at your business card, brochure, or your website.
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