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How each piece of a company’s visual identity works together to communicate the brand’s essence is important. Good graphic designers don’t begin concepting in isolation.
When designing a logo, for example, we take into consideration a client’s company mission, brand personality and message. For consistency, we think about how the brand’s logo, colors and typography will be used across all channels in print (business card, letterhead, ads) and online (website, e-newsletter, social media).
Style guides outline a set of brand standards that govern how your brand – and its marks – are used to maintain their proper desired look and feel.
– Jennifer Casey, The North Carolina 100