Once you have built a brand and a loyal customer base, think very carefully before changing it on a whim. In October 2010 the retailer Gap replaced its familiar blue-box logo with a new design, without warning. The backlash from customers was swift, and the company dropped the new logo within a week. It is a useful reminder that a hasty rebrand can undo years of recognition overnight.
Consistency is what customers remember
Gap learnt that once a brand is on solid footing, there is real danger in veering off course to chase a trend. People recognise you by repetition: the same logo, colours, typefaces and tone of voice, on your website, your social media, your vans and your invoices. You may only get a few seconds to make an impression, so every touchpoint needs to look like it came from the same business.
What a brand style guide contains
Large organisations publish brand guidelines so that staff, suppliers and partners follow the same rules. You may not need a hundred-page document, but even a short guide helps. A good one covers:
- how the logo is used, including minimum size, clear space and what not to do with it;
- the colour palette, with exact values for print and screen;
- typefaces for headings and body text;
- layout, photography and imagery style;
- tone of voice and how to write about the business.
Keep it usable
A guide that nobody reads does no good. Write it in plain language, show examples of right and wrong, and store it where your team can find it. Some brands lean towards a playful voice and others towards a formal one, and the guide should reflect that personality, not fight it.
Change with care, not by accident
Brands do need to evolve, but the best changes build on what people already recognise. If your identity has drifted into twenty slightly different versions, a set of guidelines is often a better first step than a new logo. Our article on common branding mistakes looks at the other pitfalls to avoid.
Guidelines come as standard with our branding work. If yours need creating or tidying, get in touch or email info@designminds.ie.
