Creating a Brand Identity: A Guide for Designers: (Graphic Design Books, Logo Design, Marketing)

by Catharine Slade-Brooking

The following points will help to ensure the professional quality of a visual presentation: • Keep the design of the boards simple, whether they are physical prints or a digital presentation. Do not add any additional elements such as decorative borders or backgrounds – these will only be a distraction. • Do not be afraid of negative space. This helps give the images space to communicate. • Give each board a clear strategy: what is being communicated and why? This can be communicated through titles for each board. • Use a grid system to provide a layout theme that will link any separate boards. • Use a limited colour palette, ensuring that it aids rather than fights the designs being communicated. If in doubt use neutral colours such as grey, black and white. • Any images should be high resolution (at least 250 dpi) to avoid pixellation. • Do not use any poor-quality photos or clip art, as this will detract from the professional quality of the presentation. • Any type added as ‘dialogue’ on the boards must be kept minimal. It needs to be legible but must not overpower the design elements. Remember that text for digital presentations may need to be larger than for printed communication boards. • Use the same typeface throughout, and one that does not conflict with the brand or branded elements being presented. Never use the brand typeface for any other elements on the boards. • Check for grammatical errors, spelling mistakes and typos. • Make sure every element on the board...