Order in Branding

Structuring the Logo

The basis for being remembered is structure. Almost all strong marks follow a graphic motif, which is an intrinsic structure. Memorable markings frequently experiment with symmetry or pattern; they may focus entirely on squares or circles, or they may emphasize what’s happening on the top or bottom.

Structure gives a mark comfort, rhythm, order, and constraint. Invest time, energy, and attention to detail in your artwork. The excellence of craftsmanship has its own appeal. Additionally, it creates a level playing field, which highlights variety.

An effective highlight can only be added after the foundation has been laid. Every step a designer makes that deviates from a basis draws attention to itself.

Following Consistency

Consistency is maybe the hardest part of an identity program to maintain.
Consistency in application is essential to the program, much as internal structure is to the logo.

It will be harder to recognize if the same structural logo is used randomly. Producing programs—packaging, products, signage, settings, websites, etc.—without taking application consistency into account degrades design value more than anything else.

Strengthening an organization’s identity and increasing its recognition is the aim of implementing a new mark. The identity must be portrayed consistently in all media and under various restrictions in order to do this; it must also withstand pressure to change.

Keeping “On Brand”

Brands are promises, and being consistent is key to fulfilling promises. The ideals of an organization’s founders are often the source of a brand’s promise. The organization as a whole needs to institutionalize and socialize the idea of upholding the brand promise. However, in essence, shoppers must also comprehend the brand promise, in addition to the organization’s members.

Those who have no trouble recognizing someone when they are acting inappropriately frequently find it difficult to explain what is appropriate for the same individual. Similarly, it is typically easier to spot brand inconsistency than brand consistency. Corporate blunders are the reason behind these PR catastrophes.

Brands that are successful develop a personality via regular actions. Brand identity can be strengthened or weakened by decisions on what is appropriate—that is, “in character” or “on brand”—for advertising, promotions, products, websites, selling settings, etc.