Branding
What actually keeps a brand looking consistent
Logos get the attention, but consistency comes from a handful of simple, shared rules. Here's what we put in every brand kit.
Most brands don't look inconsistent because of a bad logo. They look inconsistent because every new poster, post and banner is designed from scratch.
A small, fixed colour palette
Two or three core colours with clear rules for when to use each beat a large palette nobody remembers.
Two typefaces, not five
One for headings, one for text. Write down the sizes you use and stick to them.
Templates for repeat work
Social posts, offers and announcements should start from templates. It's faster and keeps everything recognisable.
One person who says yes
Consistency needs an owner. A single approver keeps small exceptions from becoming the norm.
