Five principles for a compelling B2B visual brand

#1 The logo sets the tone

Say the word “brand,” and most people think “logo.” It’s understandable – beyond a spelled-out name, logos are typically a buyer’s first impression of your overarching brand identity.

That is to say: a logo shouldn’t fall out of a vacuum. Marketers must factor in critical decisions around color palettes, fonts, typography, shapes and forms, imagery, and other visual elements into the development process. Consider…

• If it isn’t broken – don’t fix it! A logo update isn’t always necessary, and often, a new brand can be built around an existing logo to preserve continuity.
• Name game – If you’re considering a new name for your brand, do that first. Your
  logo design is not the place to start that conversation.
• Streamline, simplify, strengthen – Review your logo with a critical eye. Even if a total do-over isn’t in the cards, if your logo uses more than two colors, includes dated elements like drop shadows and swooshes, or can’t scale in size, it’s time to pare it back.

#2 Use color to conjure emotion

Setting aside personal preference, we all know color can create a mood. Choosing a palette for your brand means striking a balance between what’s expected, which helps instantly place the brand in context (say, green for an environmental play), and what’s not, which can help differentiate (like picking pink for a construction product.)

However, there are also practical considerations to keep in mind. Such as…

• You don’t need a rainbow – We’re often asked, “How many colors should be in the palette?” Six to ten is about right: enough to provide variety for most applications without becoming a free-for-all. Lead with two or three.
• Consider contrast – It’s best if your color palette “works” with black or white text on top. And remember to ensure sufficient contrast between each to help those with
  color blindness.
• Expand with tints and shades – Adding white (technically known as a “tint”) or black (a “shade”) can expand the range of your palette while keeping things harmonious. But avoid a free-for-all. Stick to two or three tints and shades for each color. It’s all about “managed variety.”

#3 Fonts: subtle signifiers

While we all know color conveys personality, only some notice fonts. Yet they do the same, albeit in a subtler way.

Picture for a moment the font used by the band ACDC. Would that look appropriate on a condolence card? An extreme example, perhaps, but we all instinctively know that the look of a font conveys emotion.

Choose fonts that align with your brand’s temperament – rigid or relaxed, angular or curvy, familiar or unusual – and then…

• Pick two – For most brands, two fonts are all you need. Select one for headlines (often called a “display” font) and another for body copy. The display font, which tends to be displayed larger and sparingly, can have more personality compared to the body. Long copy in a vibrant font is often tiring to read.
• Or pick one – Sometimes the same font works for both headlines and body – especially if it has multiple variations of boldness (what typographers call “weights.”) Using a single font like this can create a clean, modern feel that expresses simplicity.
• Does it compute? – For the body font especially, it is wise to pick a font pre-installed on PCs and Macs. Few people will download and install a custom font just for your brand. While some larger organizations commission their own unique fonts, for most, the marginal impact isn’t worth the considerable cost and effort.
• Offer a fallback – If you run with a custom or non-standard font, offer users a simple, widely available alternative. Think: Calibri, Verdana, or Arial. That way, when the brand font isn’t available, people know exactly what to do instead of selecting their own (Comic Sans or Papyrus, yikes!).