How do I get a consistent look when no one appears to be on the same page?
Consistency is incredibly important – and sometimes hard to get. This is especially hard when you have many designers working on different projects. Here are some tips on how to make this happen:
1. Create your brand story, and circulate it to everyone in the company. This means giving it to the sales team, your vendors, your contractors and all of your staff – down to the administrative assistants. It should be a part of your training package
2. Make sure you have a set of logo files and that you make them available to all designers. This way, they’ll have clean, usable copies of the logos to work with.
3. Create a consistent visual vocabulary and make the elements and specifications available in a brand asset collection and supporting documentation. The supporting documentation is often called a Brand Guide and lays out the rules for how the brand assets and visual elements should be used. These books also frequently have a “how not to use” section where you can put past mistakes and call out why they didn’t work.
4. Consider creating templates for major marketing campaigns, or for certain marketing tools. Have your designers work off these templates so that everything does match.
5. Tell everyone that brand consistency is incredibly important, and that it will be a focus of the company’s marketing from now on. Telling people specifically what you want can help. If they can’t get with the program, consider hiring new designers who are really good at consistency.
6. Pare down to 1 designer. If you can, hire just 1 designer full time. It’s easier for 1 person to be consistent with themselves. If you can’t, make sure the designers have frequent check-in meetings to make sure the projects they’re working on are consistent.