Logos and Branding

Your public identity may or may not be critically important to build confidence in customers. OEM manufacturer's for example rely heavily on logos and branding as part of indirect selling. But there is more to building loyalty than a good looking logo. As time goes on, you will find different needs for building identity; sometimes on a billboard, sometimes on the end of a pen. Sometimes you may want your company web address or phone number with your logo, and in some types of print media, you are not able to print gradients. If there is one rule about logos and branding is that you don't change it. Ever. So how can you be sure that your look is consistent over while still being able to adapt to all the different ways in which you need to display it over time?

The answer is to form a complete style guide for the use of your identity in a broad range of applications. The style guide will provide a foundation for representation of the corporate identity that ensures a consistent look over time. Some of the basic pieces of the style guide include:

Full color logo artwork

...with gradients, dropshadows, and all the subtle artwork trims that make a logo really "pop". This file is likely the file to be used in digital media, such as on a web site's header.

Simplified color logo artwork

...for use in places where rich color blending is not possible, such as silk-screened T-shirts, or cut vinyl to go on the side of a service van.

Spacing guides

Particularly useful when many people will be reproducing your artwork, the spacing guides dictate the "empty" space around the logo that helps the logo stand out and not get lost by other nearby artwork.

Color codes for branding colors

Preferably Pantone® colors, having the color codes for your branding colors prevents color shift over time from small errors in "color matching."

Fonts sets

...including at least 6 levels of headers and those for main body text and company lettering, should be defined early and used consistently.

Once you have your style guide, an experienced marketing and advertising professional can help with logo and product placement to fully leverage the look and feel that you need to communicate.


Not everyone needs to pump a lot of resources into branding. Service oriented businesses, like pest control or HVAC companies build strong loyalty through great service and social interaction. Knowing the difference between a branding-dependent and branding-independent market is one of the critical pieces to structuring your marketing campaign. Don't spend the money there if you don't have to!

Like this advice? Learn more about promoting your own business by contacting us today.