What does your brand look like? Is it recognizable—in any medium? Or does it change its appearance and present a confusing array of visual styles?
Most organizations understand the strategic importance of a consistent visual style... but fall short on implementation, especially when there are multiple in-house or agency creative teams.
No wonder customers are confused. Or, worse, unimpressed.
A prescription for this all-too-common malady is a carefully designed visual system.
The Elements of Visual System
Before we cover the benefits of a visual system, a definition is in order. At its most basic, a visual system establishes standards for each of the following: logo, typography, color, imagery, layouts, and formats.
Logo: Specifications for size, placement, horizontal and vertical configurations, clear-space requirements, color use, and tagline and address lockups
Typography: Guidelines on specific font styles and weights for all digital and print communications
Most organizations specify precisely which fonts are to represent their brand—on their Web site and blogs, in their marketing literature, in PowerPoint presentations, in investor and employee communications.
To the untrained eye, typography is sometimes invisible, but it's an essential aspect of your brand.
Color: Primary, secondary, and tertiary palettes for use in all materials
Many strong brands are defined by their consistent use of color.
Imagery: The styles and colors that define your brand
Will you use photography, illustration, or both? Will the style be abstract, realistic, or metaphorical? Will you use full color, monochromatic tones, or black and white? A comprehensive visual system specifies image standards.
Layouts: A wide variety of templates that establish a hierarchy of information for headlines, subheads, sidebars, and body copy
Layouts also specify how imagery and secondary graphic elements should be used.
Formats: Acceptable standards and grids (square, rectangle, horizontal, vertical) that build familiarity and continuity for readers—no matter what the medium.
The Benefits of a Visual System
1. You maintain brand consistency
2. You eliminate a "culture of reaction"
3. You produce quality creative—faster
4. You make a long-term brand investment
Make no mistake: Visual systems take time to develop. But they are a smart, strategic investment in your brand. If you're working without one, it may feel strange to codify what you already do intuitively. But stepping back to establish standards will help align your brand and your various business units.
Plus, establishing visual standards means your brand's appearance will not be dependent on one particular person's design talent, or subject to another person's whims.
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So, where does your wonderful new visual system reside?
Purple Orca provides you with a dedicated brand-center Web site, accessible to all employees and agencies, and easily updatable.
Many visual systems exist instead as PDFs, and though having a PDF is certainly preferable to having nothing at all... a brand-center Web site centralizes visual guidelines, doesn't have to be emailed back and forth, and can't as easily be ignored. |
