Letting Your Logo Lead Your Design Path

Let’s talk about all the marketing collateral that goes along with an established brand. You’ve got a website (or websites), print materials — which may consist of everything from general paperwork to sell sheets and leave-behinds. Of course, all the social materials you need – like avatars, backgrounds and imagery – are in your marketing toolkit. If you’re a young business who hasn’t yet established all of your marketing collateral, it’s really easy to get overwhelmed. Where do you start? How do you make sure all of your materials are in-line with one another?

If you’ve got a logo, then you are in a great place to start this conversation. If you don’t, stop reading and start with that. Your company logo is the first step in designing your brand. It will determine how people see your brand and will be how you’re most identified. It only makes sense that you let your logo lead the way when it comes to designing any collateral you may need.

Look to your logo to outline the color scheme of your designs – it makes little sense to design a website in red and green when your logo is gold and black as all you’ll do is confuse your customers. If there are unique elements to your logo, such as the size and shape, try incorporating those design elements into your other marketing materials. Keep it simple: try not to over complicate it. Your logo no doubt has a certain “look,” but when you try to combine too many “looks” or “styles,” you will run into design problems and end up with an unflattering mess.

Most importantly, take a step back and think about it. Developing your brand takes time and there will be revisions. You may not nail the look on the first try, but once you’ve got the fundamentals down the rest will come much easier.