The brand should remain recognisable in different materials, but not every format requires an identical layout. The design of the identification must take into account reading conditions, typography and reproduction methods.
Coherence is not about mechanical scaling
The page header, PDF offer and small label have different proportions and amount of information. Common rules should be: the character of typography, color relationships, the use of a sign and hierarchy. The layout can change if it makes the material perform its task better.
For a company from Warsaw that prepares the website and print at the same time, it is worth collecting these needs in one brief. Separate orders without common rules can give several attractive but inconsistent projects.
Test typography on Polish content
Check the diacritic characters, numbers, longer names and datasets. The font should work in actual materials, not just in a short English presentation password. Set the available varieties and conditions for use in planned applications.
For example, a light variety may fit into a large title rather than provide a convenient reading of a small description. The typographical system should predict these differences without accidental replacement by employees.
Color Check in Context
The color of the background, text and button works as a set. The website has to include readability and states of interaction. Technology and background are important in printing, therefore the effect is confirmed with the material contractor. The screen does not guarantee identical reproduction on each paper.
Prepare the samples:
- a document with a longer text;
- a piece of the page with the button and form;
- photographic material;
- a variant on a bright and dark background;
- use in a limited number of colours, if necessary.
Pass the rules in a useful form
The instructions should show how to use the system in the tools of the company. For the person preparing the presentation it will be more useful to use the correct template than the colour value table itself. Write also who approves the new variants.
Consistency is maintained by conscious adaptations, not by blocking each change. See implementation of identification in the team and web page readability.
