Building a branding kit is an incredibly important part of any visual brand. People spend endless time fidgeting with their colours and icons, perfecting their logo, and making their brand board look just right. Whether you’re making one yourself, or purchasing a customized branding kit from somewhere like The White Corner Shop, solidifying your kit isn’t the last step. Once you have it, you then have to put it into action. This is often a step that people get lost on, because they have a brand they love but they don’t know what to do with it. Here are the basic elements of a branding kit and some different ways that you can use them.
Throughout this post I will be referencing my own brand as an example. You can view my brandboard and download a photoshop template to make your own here. I do not have my social icons, icons, or buttons on my brandboard, though I do have them and use them.Creating a brand is important, but not the final step. Next you must know how to use it. Click To Tweet
The first element of your brand is your logo. It is the cornerstone any visual brand. It represents what you do, your ideal customer, and ties in all of your visual materials. Most importantly, it gives your brand a visual identity. Just like when you meet someone in person you can remember their face, and recognize them when you see them again, a logo gives your brand a graphic face, so that users remember and recognize you.Like when you remember someone's face, a logo is a brand's face, so customers recognize you. Click To Tweet
Once you have a logo you love, then you have to figure out how to use it. The first place you want to put it is on your website. It should be immediately visible when a user lands on your website so they can identify where they are right away. It doesn’t have to be huge, but should be a feature part of your above the fold area. If people just see your name written in boring font when they land on your website, they are far less likely to remember you than if they saw an attractive logo that caught their eye.
Other than your website, your logo should make its way into a lot of your visual materials. Your logo can be a feature of your business cards, your packaging if you sell physical materials, your branded promotional graphics, any places that you want people to be reminded who you are and what you do.
Depending on who you get your logo from you will get different file types, but there are some that are typical across the board. People who buy a logo and brand from The White Corner Shop receive a colour version of their logo, as well as a black version and a white version. This is to ensure that no matter what circumstance you are working in you will always have a logo that fits.
I also provide customers with PNG versions of their logo and JPG versions. PNGs have a transparent background and should be used for online purposes like on your website, graphics, etc. and when you need to place your logo over top of patterns or backgrounds. JPGs have a white background and should be used for print purposes when you are placing them on a white background.
For example, I have a full coloured version of my logo and a black version where the triangle only has black outlines. I use the coloured version in situations where the background is light and not too busy. When I am placing the logo on a photo or on a background that is colourful already, I use the black version of my logo so it doesn’t become overpowering.
People who purchase a brand from The White Corner Shop also receive three logo marks. Logo marks are a smaller, condensed version of your main logo that you can use in branding materials and graphics where your full logo does not fit, or might be too overwhelming. Logo marks are also great to use on social media when the profile picture has to be square and your full logo is too tall or wide to show up well.
For example, my logo marks are The White Corner Creative triangle on its own. I have three versions coloured, black outlines, or white with transparency. I use this in the corner of my feature images depending on the colour of the background, and I use it on graphics where my business name is elsewhere on the image, so I don’t need to repeat it again in my logo.
A brandboard will always contain colours. These are the colours used in your logo and the colours that you should focus on in your branding materials. Depending where you get your brand from, you will get a different number of colours, that usually varies from three to eight. People who purchase a brand from The White Corner Shop get seven colours included in their brand board, and also receive the HEX codes for those colours so they can use them in their designs. Colours are a very important part of any brand, so those who purchase a brand from our shop have to choose all or some of their colours themselves.
Once you have your colours and your codes, you then have all the colours you will need to use on your brand. Depending on how many you chose, you might not ever have to use any other colours in your designs. The important thing to remember is that you do NOT have to use all the colours at once. Just because your brandboard has seven colours on it, doesn’t mean every design you create has to include all seven.
You can use your colours in your graphics to compliment one another. Usually two or three colours in one design is enough to keep it interesting without getting too busy. On your website you should focus on white and black as your main colours, and use your brand colours as a compliment. Use your brand colours on images, graphics, headings, and accents, but don’t use them too often. No matter how pretty your colours are, if you use them too much they will become overpowering.No matter how nice your brand colours are, if overuse them they become overpowering. Click To Tweet
For example, my brand has seven colours. I use two of these colours in every feature image. I also use these colours in my headings throughout the site, and in my social icons and graphics in my sidebar. I never use too many of these colours at once unless it is in very small doses to capture attention like in my sidebar.
When you receive a branding kit you should also receive the name of some fonts that will compliment your design. For people who purchase a logo from The White Corner Shop, the fonts on their brandboards are the fonts used in their logo. If their logo only contained one font, I selected another font that would compliment it to include on their brandboard.
The two fonts on their brand board are usually fonts that can be used well for headings. Sometimes one of these fonts will also be a simple serif that could be used as the body font of your website, but if not you can find another simple font like open sans that is basic and can be used in the text of your website. If you don’t know how to add your custom fonts to your website, you can read my post here on How to Add Custom Fonts to Any WordPress Theme.
For example, my logo only contains one font. I use that font for headings throughout my site and visuals, and I also use another cursive font to compliment it. Then I use a third font for all the body text and paragraphs throughout my site and visuals.
When you purchase a brand from The White Corner Shop you also receive social icons of your choosing in your brand colours. These social icons should be used on your website to link people to your social networks. While you can have social sharing buttons to make it easy for people to share a post or page on your site, these icons should be used to link people directly to your social accounts so that they can follow you.
Sometimes a brand also includes icons, like those from The White Corner Shop do. Icons can sometimes be similar or different from logo marks depending on your logo and brand. Icons are great to use as items of visual interest and as graphic elements. You can use them to create patterns, designs, and attractive images to capture attentions.
For example, take a look at the image below that I published to Instagram. This is an icon of The Natasha Logo, which I then replicated and turned into a pattern. Any brand icons can be replicated and used to create designs in this way.
Lastly, depending on where you purchase your brand from, yours might contain buttons that you can use on your website. A brand from The White Corner Shop contains seven buttons of your choice in your brand colours. These buttons can be used in your sidebar or in your footer to link to important items throughout your site. Since they are designed in your brand colours they will stand out against the background of your site and draw attention to these important items. It’s best to keep them in order so that the colours flow well together as they were laid out in your brandboard.
For example, I use buttons in my brand colour in my sidebar. These buttons are coded and are not images, but since not everyone knows how to code, buttons like this are a great way to easily add some interest to your site.
If you have a branding kit and weren’t sure what to do with it, hopefully this post has helped you get some insights and direction into how you can use your visual elements. If you are looking for a branding kit, check out The White Corner Shop. With 50 logos to choose from you can pick your favourite and have it customized with your colours and text, and then add on a branding kit that will be 100% unique to you. Start browsing now!