Logos and branding are not the same things. I frequently see small businesses with a logo but no brand identity guidelines — a standard for logo use, typography, colors, and graphic elements. It is important to have a sense of a cohesive brand to your customers. Recently, I created such a guide for Lion Digital Media to establish uniform branding across the company.
I started by looking at existing collateral, and then creating a mood board to generate a conversation about where the company wanted to go.
After firming up a direction that had buy-in from key stakeholders, I generated several example pieces based on that direction. Once the team saw what they were looking for, I developed a brand identity guide. A document like this is a “living document” — one that should be updated and added to over time with new campaigns and with any changes in the company culture and direction. Below are examples from the initial brand identity document I created.