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Logo is the most important element of the visual identity of any brand. However, what makes its added value and visual brand identity is the definition of guidelines for how that logo will be applied in different environments, that is, how the logo looks on different backgrounds, how it is positioned on a certain surface, the shape of the logo, the type of logo, proportions and much more. .


Visual identity - guidelines for creating a logo

These guidelines simply ensure that the logo is not misused and thus compromises the integrity and style of the brand.

What are the guidelines and how to define them?

Space around the logo

As with any design project, for the logo it is necessary to leave enough empty space around, margins, so that it can "breathe". In this way, you will ensure that the logo remains clear and easily recognizable. How much space should be left around the logo itself is not a clearly defined value but varies depending on the purpose and the background, that is why only the minimum that should be respected is defined.

Color palette

When defining the color palette, it is important not to limit ourselves only to the colors of the logo, but also the colors that determine the complete style of the brand (3 to 5 colors). Color palettes are very important when crafting website or product lines.

Of course, the choice of primary colors depends on many parameters and tastes, but when creating a palette, it would be good to follow the rules in order to achieve a certain harmony.

Thus, when creating a website, for example, it is recommended to choose one light color for the background, one dark for the text, one neutral that matches all colors and one striking color to emphasize the details.

If you are still not sure, there are certainly examples and a number of applications on the Internet that can help you create a color palette.

When defining color guidelines, it would be best to specify CMYK values, preferably Pantone (if you choose), RGB and Hex codes to standardize the exact shades of color whether in print or digital display.



Apart from those that will be used for the design of the logo itself, it is often necessary to select and define which other fonts will be used for the needs of the brand. For example, for websites, social networks, banners, catalogs, brochures, business cards, labels, etc. 

There is no clear rule on how many fonts should be defined, but in practice more than 3 are used.

It is much more important that these fonts should achieve striking titles, slogans and short text, as well as readable and clear longer texts within the brand.

Fonts are also subject to copyright, so it is important that you have a license for these fonts or use free versions.

Also, not all of them are suitable for online use, so it is recommended to use Google fonts.

What you should pay attention to is that the fonts you choose have all punctuation marks, capital and small letters as well as ч, ć, đ, š, which is not always the case, especially with free versions of fonts.



It is very important for a logo to always be clear and viewable regardless of size. 

Whether it is a billboard or a favicon (16 x 16 px), the logo must remain recognizable. That is why the guidelines can define that the logo looks different depending on the size. Thus, a logo in large formats can contain even a slogan, while in smaller formats it can only be a pictogram, initials or some other characteristic graphic elements or parts.

Depending on the application, the logo is not only the dimensions, but also the proportions, that is, the relationship between the graphic elements, so that it can be square, horizontal (landscape) or vertical (portrait).



We should start from the assumption that nothing is taken for granted in marketing and design. It is recommended, although not always the practice, that you submit a short description of what it represents and how you came to that solution with the logo. 

This is especially important for the further "life" of the logo and the creation of a brand style, especially when choosing photos, textures, mockup- this one and the like.

Any deviation from the basic idea of ​​the logo and its application should be avoided, so it can often be stated that the logo should not be used. This is especially true for the choice of colors (insufficient contrast or color mismatch), size or typography.

Ultimately, the most important part of defining a logo's application guidelines is showing how to use it correctly in all circumstances. 

Although they are not really rules, by defining these parameters, you can ensure that your logo properly represents your business and thus establishes communication with your audience.


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Made by Sava Spasic - Senior Graphic Designer @Digitizer