Your brand is more than just a logo. It's the complete visual and verbal language that represents your company. Consistency in how you present your brand builds recognition, trust, and professional credibility. This guide will help you understand the key elements and how to use them correctly.
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Your logo is the cornerstone of your brand identity. It should be used consistently across all applications to build recognition and maintain professional standards.
Always maintain adequate clear space around your logo. This breathing room ensures the logo remains distinct and legible. As a general rule, the minimum clear space should equal the height of the logo's icon or symbol element.
Never scale your logo below its minimum size. For digital applications, this is typically 24px in height. For print, maintain at least 10mm. Below these sizes, details become illegible and the logo loses impact.
Most brand packages include multiple logo variations for different use cases:
Colours evoke emotions and create associations. Your brand colours have been carefully selected to convey specific qualities and should be used consistently.
Primary colours form the foundation of your visual identity. These should dominate your communications.
Secondary colours support the primary palette and add depth to designs.
For balanced compositions, consider using a 60-30-10 ratio: 60% primary colour (usually background), 30% secondary colour (body content), and 10% accent colour (calls to action and highlights).
Typography plays a crucial role in brand perception. The fonts you use communicate personality and ensure readability across all touchpoints.
Establish a clear hierarchy to guide readers through your content:
For optimal readability, keep body text line length between 50-75 characters. Lines that are too long cause reader fatigue; too short disrupts reading rhythm.
If your brand uses multiple typefaces, understand their roles. Typically, a sans-serif for modern clarity and a serif for warmth or editorial tone. Never use more than 2-3 typefaces in a single design.
Visual content shapes perception instantly. Consistent image style reinforces brand identity and creates cohesive experiences.
Consider these factors when selecting imagery:
Always use high-resolution images. Pixelated or stretched images damage brand perception. For web, use 2x resolution for retina displays. For print, minimum 300 DPI.
Understanding file formats ensures your brand assets look their best in every context.
| FORMAT | USE CASE | NOTES |
|---|---|---|
| .SVG | Web, digital, responsive | Vector, infinitely scalable |
| .PNG | Web, presentations | Supports transparency |
| .JPG | Photos, web images | No transparency, smaller files |
| Print, documents | Print-ready, maintains quality | |
| .AI / .EPS | Professional editing | Source files for designers |
Questions about your brand assets? Need additional file formats or guidance on a specific application? Reach out to your Cene Studio contact or email hello@cene.studio.
Our team is here to help you make the most of your brand assets.