Introduction

Why It’s Important to Set Brand Standards

In the dynamic world of business, establishing and adhering to specific brand standards is paramount for our company's identity and reputation. These standards serve as the foundational blueprint of our branding strategy, ensuring consistency, recognition, and integrity across all our communications and representations. Brand standards articulate the visual and communicative elements of our brand — including our logo, color palette, imagery, and overall aesthetic — and set clear guidelines on their usage.

The importance of these standards cannot be overstated. They are not just guidelines but are the essence of our brand's identity. Consistent application of these elements builds a strong, recognizable brand image that resonates with our audience, fosters trust, and differentiates us in a competitive marketplace. It's about creating a unified experience for our customers, employees, and stakeholders, whether they're interacting with our website, viewing our marketing materials, or visiting our premises.

These brand standards will delineate the do's and don'ts concerning our brand elements. It will cover how our logo should be displayed, the specific shades of our brand colors, and the style of imagery that reflects our values and aligns with our brand personality. By adhering to these guidelines, we ensure that every touchpoint with our brand is a reflection of the quality, professionalism, and unique character of our company.

Logos

Original Logo

In case you didn’t know, this is our company’s official logo! You can find SVG and PNG files in our brand colors, black, and white in this Google Drive folder.

Proportions

When using our company logo, please refer to the above diagram to ensure there is enough clear space on all sides of the logo.

Do’s and Don’ts for Our Logo

Here are a list of common do’s and don’ts when using our company logo:

Do

• Use a white logo on darker backgrounds.
• Use our original or dark logo on white backgrounds.
• Use our logo over images with enough contrast.

Don’t

• Don’t change the opacity of the logo.
• Don’t use the logo with low contrast (unless it’s a watermark).
• Don’t use the logo with secondary colors.
• Don’t add additional styling to the logo.
• Don’t use two-tone or alternate colors with the logo.
• Don’t modify, skew, or stretch the logo in any way.
• Don’t rotate the logo.

Colors

Primary Colors

These are the primary colors of our company brand. They perfectly encapsulate the minimalist aesthetic of our website and graphics. This balanced combination of deep and light hues creates a harmonious and refined look that aligns seamlessly with our brand's minimalist and contemporary ethos.

Secondary Colors

Our secondary colors play a more nuanced role in our brand's visual language. Typically utilized in more expansive color schemes or when additional vibrancy is needed, these colors are not as prominent as our primary palette. They are adept at accentuating key areas within a design, drawing attention and adding depth. Additionally, these versatile hues serve as excellent background colors for our template covers, providing a subtle yet impactful backdrop that enhances the overall aesthetic appeal. This strategic use of secondary colors ensures that our designs remain balanced, engaging, and in line with our brand's visual identity.

Do’s and Don’ts for Brand Colors

Here are a list of common do’s and don’ts when using our brand colors:

Do

• Use our darker primary colors for a bolder design.
• Use our primary colors with secondary accents.
• Use our secondary colors in icons and smaller details.

Don’t

• Don’t use gradients.
• Don’t introduce non-brand colors.

Fonts

Primary: Times New Roman

Times New Roman, our primary typeface, is selected for its classic elegance and unparalleled readability. This font, renowned for its professional and timeless appeal, aligns perfectly with our brand's ethos of sophistication and reliability. 

Its high legibility across various mediums, from digital platforms to print materials, ensures clear and effective communication of our messaging. Times New Roman embodies a blend of traditional and modern aesthetics, making it an ideal choice for conveying our brand's narrative with grace and authority.

You can download the font file here.

Accent: Comic Sans

We chose Comic Sans as our accent font to inject a sense of approachability and friendliness into our branding. This font is known for its casual and playful character, making it an excellent choice for adding a touch of warmth and humaneness to our communications. It's particularly effective in less formal contexts or when we aim to convey a more relaxed and personable tone. 

By using Comic Sans selectively as an accent, we balance professionalism with approachability, ensuring our brand remains relatable and engaging while retaining its core sense of sophistication.

You can download the font file here.

Do’s and Don’ts for Brand Fonts

Here are a list of common do’s and don’ts when using our brand fonts:

Do

• Use Times New Roman for website headings and body copy.
• Use Comic Sans for occasional small accents.

Don’t

• Don’t use Comic Sans for headings or body copy.
• Don’t use any other fonts.

Brand Usage

Our Brand Guidelines

Adhering to our brand guidelines is crucial for preserving a consistent and professional image, which in turn safeguards our organization's brand identity:

1. Regular Review of Brand Guidelines: Stay current with our branding strategies by routinely reviewing the brand guidelines. This ensures you are aware of any recent changes or updates that might impact how you represent our brand.
2. Usage of Official Brand Elements: Always use the correct and most recent versions of our organization's logo and other visual elements. These are detailed in our brand guidelines and are pivotal in maintaining visual consistency across all platforms.
3. Creating Brand-Consistent Materials: When developing marketing materials, presentations, or social media content, it's essential to consult the brand guidelines. This practice guarantees that all materials align with our organization's visual identity and messaging standards.
4. Seeking Clarification When Needed: If you encounter uncertainties in applying the brand guidelines, don't hesitate to reach out to the marketing department or the brand manager for guidance. Their expertise ensures accurate and appropriate brand representation.
5. Adherence to Tone and Language: In all communications, follow the prescribed tone of voice, language style, and grammar rules as outlined in the brand guidelines. This consistency is key in establishing a recognizable and trusted brand voice.
6. Monitoring and Reviewing Brand Usage: Regularly monitor and review the application of our brand across different departments and by external partners. This vigilance helps in ensuring a unified and consistent brand experience for all stakeholders.

By diligently following these guidelines, we collectively contribute to a strong, coherent brand presence that reflects the values and professionalism of our organization.

Conclusion

Have Questions?

In summary, our Brand Standards Template serves as a vital roadmap to maintaining a unified and professional brand image. It's essential that all employees adhere to these guidelines, encompassing the use of our primary and secondary color palettes, the correct application of Times New Roman and Comic Sans fonts, and the consistent deployment of our logo and other visual elements. By ensuring that all communications and materials align with these standards, we enhance our brand's recognition and credibility.

Remember, these guidelines are not just recommendations but integral components of how we present ourselves to the world. They reflect our company’s values, identity, and commitment to excellence. Should you have any questions about these standards, or if you need to request specific graphics, please feel free to reach out to our Senior Graphic Designer. They are your go-to resource for brand-related inquiries and will provide the necessary support to ensure our brand is represented accurately and effectively in all aspects.