Brand Identity System

In the B2B world, visual engagement is often the beginning of the experience. If one comes across the name of your business in content, or if a peer refers or recommends a potential customer to your company, odds are they will go to your website to check you out and develop an impression from there.

The best way to manage that process is with a Brand Identity System. A Brand Identity System is a collection of elements which work together to create unified, consistent and flexible brand assets that communicate the brand value to the target audience effectively.

This collection of elements constitutes of 6 major points Brand promise ( philosophy and goals of your product), Logo and visual guidelines, Colour Palette, Font Standards, Templates (Visual Presentation) and Assets (Library)

Brand Promise

Explain the business mission and values. What are the philosophy and goals of your company? This information should be understood and accessible to all employees and representatives.

Logo Guidelines

Provide size, spacing requirements and standards for formatting. A good way to depict this information is through examples of real world applications The logo is considered as a final piece of art, not to be modified or duplicated without authorised oversight or approval.

Colour Palette

Define a standard for the use of colour. This is a powerful tool in your brand identity. A primary and secondary palette should be designated for print and web standards. This is usually indicated with formulations in Pantone, CMYK, RGB and HSB.

Font Standards

State primary font options for a consistent text standard that can be maintained in deploying company content. Choose a robust font family with a variety of weights for headlines and a readable font for blocks of text. Make sure there are matching fonts. And most of all, follow proper licensing procedures.

Template

Offer designed layouts of content style, grids, margins, font usage and white space. Print collateral, signage standards and requirements for media usage are examples of real-world demands on your brand identity.

Assets

Create a library of file formats with access through a designated authority. These assets should be maintained and updated as the company grows and new requirements need to be addressed. The content can include photographs, design elements, font folders (properly licensed), and file formats such as PNG, EPS, SVG,JPG, TIFF and RGB.