Logo, page and printed materials should form a recognizable whole. See how to conduct an identification review and determine the extent of changes without exchanging everything at once.
Collect what the customer actually sees
The visual identification review starts with the collection of materials used by the company. Please include a page, offer in PDF, business cards, message footers, presentations and location markings. In a company operating locally contact with the brand may start both online and during the visit.
Do not judge each material separately. Lay it down next to each other and check if the recipient will recognize the same company. Note the versions of the logo, colors, fonts and the way the data is presented. Differences often arise from the use of random files rather than from the lack of a good project.
Separate rules from single errors
If one document has a wrong phone number, a correction is needed. If each department saves the name differently and uses another character, the problem concerns the system. Then it is worth setting common source materials and simple rules for their use.
Coherence does not mean identical layout in each format. Poster, small phone screen and presentation require different proportions. They can be combined by the principles of typography, palette, style of illustrations and hierarchy of information. The team should know which elements are fixed and which can be adapted.
Example of gradual cleaning
Suppose the company has a recognizable logo, but inconsistent documents and an old page. Instead of changing the character immediately, you can prepare correct files, organize colors and create an offer template. The new website then uses the same arrangements.
Such a step-by-step plan requires determining the order of materials by frequency of use and importance for customers. The exchange of a rarely viewed folder may be less urgent than the improvement of the presentation sent daily by traders. The decision is to be based on the way the company works.
How to complete the audit with a concrete plan?
- Indicate material to preserve, correct and rebuild.
- Set up one storage place for approved files.
- Prepare rules for the most common formats.
- Check long names, fine print and mobile view.
- Designate the person responsible for the updating of the set.
The scope of the system is further described visual identification as a set of rulesIf you need to sort out the mark first, see logo design and variants.
