Make your brand, website and printed material work together
A consistent identity is built through ordinary details: type, colour, layout and the files people use every day.
DoThatDomain Independent studio / Arlesey, Bedfordshire2 MIN READ
Build a system around the logo
A logo cannot carry every part of a brand on its own. Typography, colour, spacing and imagery make the identity recognisable across different formats. Keep the system small enough that someone can apply it without guessing.
Consider the situations where the brand has to work: a compact website header, a social image, a leaflet, a business card and a large poster. An identity that looks good only in a large presentation may need refinement before it becomes useful.
Let the format influence the design
Consistency does not mean copying the same layout everywhere. A website allows interaction and changing screen sizes. A poster has to communicate quickly. A leaflet can provide more explanation. Keep the visual language connected while giving each format its own useful hierarchy.
Choose a clear message and a next step for each application. Printed material can lead to a specific website page or enquiry form, so the person moving between the two encounters a familiar identity and a coherent offer.
Treat colour and production carefully
A colour on a screen and a colour on a printed material are not identical production conditions. The material, ink, finish and viewing light affect the result. Work to the chosen production specification and use an appropriate proof when colour is important.
Three-dimensional previews can help explain shape and options, but they are still visualisations. Agree the physical dimensions, material and production checks separately when an item will be manufactured.
Make the handover easy to use
Label files by their purpose, provide appropriate scalable and raster versions, and explain which assets are intended for digital or print use. Include licence information for third-party typefaces and images. A concise guide can save repeated questions and prevent improvised versions of the identity.
DoThatDomain offers connected branding, website design, print artwork and 3D services from Arlesey. Tell us what you already have and where the identity needs to appear; we can scope the work around those applications.