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O P I N I O N
The big picture
A constant focus on your firm’s brand is essential. If you let it slide, you’ll send mixed, confusing messages.
T he brand elements that have been created for your company are such an important part of your brand’s identity. Think about it. Everyone has the same features on their face – a mouth, nose, eyes, and ears – yet every person looks different. Brand elements can be the same for each company: a logo, color palette, marketing materials, graphics, websites – all tangible elements that create the identity. What makes them stand apart is what makes all of us unique as individuals, the way the elements are designed and presented. So why focus on these elements? To help your company’s brand put their best “face” forward.
Pam Wood
So often the logo is the only element that surfaces when talking about brand identity, but that is just one of many brand elements that consumers see that identify who you are. As designers it is up to us to make sure we completely understand all elements and know how to properly utilize them in order to ensure brand consistency and strength, and to maintain brand awareness. If you lose focus, the ways in which these elements are used will start to decline and create confusion surrounding your company’s brand identity. The question then arises, how do we maintain focus on these elements?
❚ ❚ Communication is key for making sure the elements are being used properly. Create a digital brand book, or a brand guide communicating the appropriate use of all of your brand elements. Be specific if you have ways in which your logo, graphics, or color palette must be used. ❚ ❚ Show examples of marketing materials that demonstrate your elements in use. Everyone enjoys looking at good visuals and seeing examples of your brand identity in action. ❚ ❚ Don’t be afraid to speak up if you notice a brand element isn’t being used properly or to its full
See PAM WOOD, page 10
THE ZWEIG LETTER January 6, 2020, ISSUE 1326
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