BRAND IDENTITY ESSENTIALS
A DIY Brand Building Checklist
The essentials you need to look consistent and professional, following my Brand Evolution™ Framework. This list is not exhaustive but will get you started.
For non-designers DIYing their own brand.
KEEP IT SIMPLE
A brand is so much more than a logo.
One of the biggest mistakes I see when it comes to logo design is that people don’t think about the brand as a whole and instead design the logo in isolation. They expect the logo to do everything. However, overloading your logo usually leads to confusion and usability issues.
Your logo has to work at a very small scale, for example in the navigation of the mobile version of your website, a vertical digital ad or a social media thumbnail. Very detailed or complex logos usually fail here.
My advice is to keep your logo simple. Let the personality of your brand shine through the rest of your visual brand elements. For example colours, typography, graphic elements, images, messaging…
It’s all of these elements coming together that create a clear, recognisable and easy‑to‑apply brand that’s uniquely your business.
Use my checklist below to create a brand not just a logo.
Here is my free Checklist
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