• Elise Castelaz

Logos, Guidelines, and Other Brand Assets Every Company Should Have

If you’ve ever been asked to provide a vector logo or your company style guide and weren’t completely sure how to respond, this quick article will get you up to speed on the few tangible brand assets every company, small and large, should have.

Why are these assets considered important? Because they safeguard the investment you made when you developed your brand by ensuring consistency. They also equip employees, partners and others with the information and tools needed to implement and utilize your company’s visual identity appropriately.

Vector Logo: One of the most basic components of a legitimate brand is a logo. If you hired a professional to design your logo, you should have received a vector logo, most commonly in EPS format, which is indicated by .EPS in the file name. Vector logos are important because they maintain their integrity when stretched, enlarged and copied. A JPEG on the other hand will not size appropriately when stretched, may become pixelated if enlarged too much, and will contain that pesky white box when placed on a colored background. We’ve all seen each of these mistakes before which makes the offending company or designer appear unprofessional. If you ever find yourself in a pinch without an EPS logo when asked for one, you should at least be able to produce a PNG file of your logo; PNG logos are preferred over JPEG as they typically have a transparent background.

Brand Guidelines: We’ve worked with companies that have brand guidelines in the form of a single page all the way up to 50+ pages describing the words and photos to use in company collateral. Anything between the two will suffice depending on your company’s unique needs - it's most important to have something. Brand guidelines are helpful when you’re bringing on new staff or contractors who may interact with or use your brand because they provide clear instructions and little room for improvisation.

Defined Typography and a Color Palette: Again, it’s all about consistency when it comes to branding. Similar to a logo, defined typography and colors will add to the overall impact of your brand. Each time someone sees your brand, whether on a website, business card or advertisement, you have the opportunity to make an impression. The likelihood of making a lasting impression increases if your brand is being shown in a consistent manner. We recommend defining a primary and secondary typeface, and at least one primary color palette comprised of three to five colors.

Whether you’re operating a mom and pop shop or a large scale facility, these tangible brand assets are valuable for any company and are worth the investment and time to develop. If you’re missing any of these assets or are interested in starting on a new page with a brand refresh, let us know by emailing marketing@pointsevengroup.com today!

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