This is great advice - I knew this was important, just as it is for writing - your organisation needs a consistent tone of voice. What I didn't consider was having a planned solution for putting your logo in a square slot etc. Even very strong and big brands can have these problems. I worked 20 years ago for Marks & Spencer when they were trying to get back control of their branding. Their packaging was outsourced to various suppliers. And this meant different versions of the M&S logo everywhere. They were spending millions on trying to get back some consistency. At that time, they were trying to outlaw the use of the M with the middle part going down to the floor / base of the letters... now I'm amused to see all versions of their logo is in fact this "outlawed" version. Which goes to show that it's worth getting one of these cheat sheets done early on before things get out of control.
Thanks Col! Great content as always. I really like the new thumbnail. 🤩 A large chunk of my clientele come to me specifically for rebranding. Most of them initially choose a cheap design solution and when they don’t see it working, they approach me. Could you maybe broach the topic of handling clients who come for damage repair, especially when you have to salvage the brand using a badly designed and pre-registered/ trademarked logo? More so when they cannot, for whatever reason, change the trademark; or, they actually like what I, the designer, considers bad design?
