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Brand guidelines are a codified set of rules that are normally applied to sub-contractors who are hired on a freelance basis. Think of it like a reference tool that ensures your business MO stays consistent.

Guidelines can also be applied to a paying client. This might seem contradictory, as it’s reasonable to assume that once a design is paid for, it can be used at the client’s discretion. This is true to an extent. Sometimes indifference or a lack of design knowledge on the client’s side can lead to depreciation in a design’s quality. Here’s how identity guidelines from digital marketing companies in Dubai can stop that from happening.

Responsive to Digital and Social Media

Working within a set of guidelines can hamstring a designer’s creativity, but at the same time, the guidelines are required to stop a design from being poorly used or used in the wrong way. From the outset, guidelines must be applied for a design’s use on digital and social media platforms. It’s an absolute necessity for a logo to be responsive to different mediums. What this means is that it should seamlessly change size without losing quality regardless of the screen size. A good place to start would be creating several versions to fit those needs.

The same idea can be applied to the various social platforms; whereby one size does not fit all. To counteract this issue, it’s best to find out in the discovery phase the number of active accounts and which platforms are used. Different shapes and sizes are used in different accounts, so create demo accounts to demonstrate how to use the logo and a theme colour.

How Should It Be Used in Print?

Identity guidelines aim to facilitate all forms of marketing as much as possible. There are different rules to using a logo on physically printed and digitally created elements. This includes background colours; white space and whether designs can be simplified in different print situations. Guidelines should be set for documents, business cards, brochures and other printed marketing material where a design is used including:

  • Brochures and flyers
  • Catalogues
  • Business cards
  • Signs and banners
  • Direct mail post

Define the Use of Type & Colours

Brand recall is only possible when things are kept consistent; a memorable logo is only memorable when key aspects of the design stay the same. The last thing you want is for the central themes of your brand to go off on tangents. To keep things consistent, you should demonstrate to the client which primary and secondary colour palettes should be used as well as the colour breakdowns for print, screen and web.

There are certain situations when specific colour pairings won’t work, outline each of these scenarios to the client and explain clearly where and when colour variations should be altered.

The type style you choose is another big aspect of your brand identity. With regards to your font selection, you should explain why you have chosen it and how it relates to your brand. As well as how you prefer the written content to be aligned and spaced. This could be centre, left or right and the spacing related to a more consistent style when the size changes.

Inspire Your Client!

Providing your client with identity guidelines might seem like a considerable amount of additional digital marketing man-hours, but the end justifies the means. Ultimately, you’ll have inspired and enabled your client to implement a new design using any medium with confidence and cohesion. The additional service will reflect well on your client as well as yourself, as you’ll have provided a fluid and consistent design that expresses that full extent of your client’s brand.

The best way to effectively communicate the need for identity guidelines is by demonstrating their use in mock up scenarios. In other words, think of situations where a client will have no choice but to alter a design and simply show them how. Don’t leave them in the dark!


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