Of course, your materials don't need to
"match" each other completely, but some elements should remain consistent
from one piece to the next:
Color: Color is one of the most important components to brand
identity, because it plays a large role in memory retrieval. Choose a
primary color (preferably a Pantone Matching System, or "PMS" color) that's
appropriate for your company's image, then use it as the dominant color on
all your marketing materials. You can also select a secondary color to use
as well, but make sure you use it sparingly. Preferably the dominant color
you choose should appear in your logo. You may find a book on colors and
their perceived meanings helpful when selecting your dominant color.
Key Graphic Elements: Consistently use distinctive symbols, shapes,
and/or borders that convey the image you want to communicate. For example, a
high-tech company might feature bold, angular graphics, while a clothing
store might use rounded, soft shapes. Selecting some similar basic graphic
elements helps customers recall your brand faster. Also, choose a similar
photographic or illustrative style and stick with it. Black-and-white
photographs are often a unique way to may an impact while setting your brand
apart.
Font(s): Select just a few fonts for use on all your materials,
including at least 1 primary serif font and 1 primary san-serif font. (Serif
fonts have "feet" at the bottom of the font, like "Times". "Helvetica" is an
example of a san-serif font.) These fonts should be the ones you use most
frequently. Serif fonts work well in paragraphs and most text, while
san-serif fonts should be reserved for headlines, numbers in charts, very
small text and text that is reversed out of a color. You should avoid using
more than two different fonts within the same document.
Messaging: The tone of your copywriting helps convey your image.
Use the same "voice" on all marketing materials. For example, is your brand
friendly? Be conversational. Is it expensive or exclusive? Be more formal.
It also helps to create a tagline or positioning statement – something
memorable, meaningful and concise that summarizes your brand or your
offering. Often taglines appear under a logo.
Logo Usage: Your logo is your brand's most basic graphic element.
It should appear on all your materials, and, when possible, it should appear
at the same size and be placed at the same location on the page.
Proportionate resizing is okay, but your logo should never be altered or
re-drawn. Consistency is paramount.