How to Select a Theme for Your Brand Package

When you’re ordering a brand package from a graphic design or printing firm, you’ll need to choose a theme for one cohesive look. The theme is similar to a subject, or what it is that your business does. For example, an aquatics business may have a theme relating to the ocean, or a coffee shop a theme relating to coffee cups or treats. It’s also important to have a cohesive theme, so that your business cards, letterhead, envelopes, and brochures all coordinate together.

A basic brand package will start with a logo design, a business card, and a basic website. Premium packages will include full stationery, rack cards, and other promotional materials.

Here are a few ways to help you select a theme for your brand package.

(1) Audience

Your audience are the ones who are going to be attracted to your brand theme. Consider your audience first. Your theme needs to be appropriate to your company and must go beyond simply looking good. This is also applicable to choosing options that are also applicable to your industry. Customers should be attracted to your theme, so that the next step of the sales funnel can occur.

(2) Uniqueness

You’ll want to choose a unique theme for your business. See what your competitors are doing, and try to do something different. If they are all using the same images of the products they sell in their logo, try to choose something different.

(3) Adaptability

Can your theme be reflected in your logo, or is it too much? Is it something that can be used for all of your stationery, promotional materials, and website? Your theme needs to be adaptable to any type of online or print materials.

dell-brand-identity-package(4) Recognizable

Is your theme recognizable at a glance, or does it leave your customers wondering what it is your company does? While the bigger brands may be able to get away with a vague and abstract logo, your company should have a solid design. A clothing business needs to be recognized as such, or a clinic, or an autobody shop. You don’t want customers to get mixed up and think you have a costume rental shop, salon or retail car outlet.


(5) Popularity

There is nothing wrong with selecting a popular business theme. Often certain themes can be based on trends. One year it’s popular to have an abstract design, another year it’s popular to use pastels. Do your research to see what is popular today, and then see how you can do your own unique twist on it.

You want to ensure that you get your theme right the first time. It can be costly picking a theme, and then changing it after your website has been created, or your stationery or promotional materials have been printed. A theme should readily identify in seconds what exactly it is that your company does. It should be bright and attractive, and encourage people to contact you for further information, or encourage people to buy products off your website.

Do You Receive Brand Guidelines with Your Logo or Brand Design?

When you’re hiring someone to create your brand, or logo, you want only the best graphic artist firm. You want to have the confidence in knowing that research was done to create your design, and that it doesn’t match any other company’s brand or logo. It shouldn’t represent any conflicting morals or ideologies either. You’ll want to ensure that you receive brand guidelines to go along with your logo or brand design.

These brand guidelines are usually in the form of a document, and include a shortened version for handing out to a printer, magazine, or other media where your logo or brand could be used.

Here is what you need to know about brand guidelines, including a logo book.

(1) Protect your brand/logo

The guidelines you receive will enforce that only the provided logos will be used for media, printing, or electronic purposes. This means that your logo will not be recreated, nor will any other type of logo be used in its place. This means that your company is protected from potential lawsuits, and that your brand is held to the highest standards.

Brand Guideline

(2) Defined colours

When your logo was created, it was designed with specific colours. Often these are called Pantone colours, which are used by printers. They ensure the exact hue, tone, and shade of the colours in your logo. This means that someone can’t just turn your logo to purple or red and use it in a newspaper ad. Most companies also have a black & white version of their logo which is used for laser printing or for newspaper advertising.

(3) White Space

Often logo books will define how much white space is to be used around a logo. For example, logos that are one inch wide must have one inch of space around all sides. This protects your brand when it is on a page with other brands. Your brand will not be jammed in with twenty other company logos. It also protects the design integrity of your brand.



(4) Defined sizes

You’d be surprised at how small or large your logo can be made for printing purposes. But it’s important to define how small your logo can be sized, as well as how large it can be sized for signage. In fact, many companies will have a variety of different logo versions for different purposes. This also ensures that all lettering is not only visible, but that it’s not pixellated, and that it conforms to the resolution requirements for printing.

Before you hire a graphic design firm to create a brand for your company, including logos, ensure that they also provide brand guidelines and a logo book as part of the job. These guidelines will allow your company to control exactly how you want their brand and logos to look, in every type of print publication, or electronic document setting. Don’t leave it up to chance, as you could see your brand and logo used in ways that you never expected.