A couple weeks ago, I talked about the benefits of having a flexible brand. This week I'm sharing what makes a visual brand flexible, so you can get all those great benefits.
Just as a quick recap, a flexible visual brand is one that adapts to new platforms and growth in your business with ease, and is able to maintain a consistent impression over time and various channels.
A Flexible Logo
As the cornerstone of your visual brand, if your logo isn't flexible, your visual brand is going to be limited in its overall flexibility.
A flexible logo is readable and recognizable in any situation, whether shrunk down to an inch for an email signature, or blown up on a billboard. It will also work on multiple kinds of backgrounds: dark, light, photographic, etc.
A good way to make sure your logo is flexible is to have a couple (not too many, or you'll diminish its memorability) variations of your logo.
Two variations of logos that I have found to be the most useful are an all-white version, and a version that works well within square images, such as profile photos.
For more on flexible logos, check out 5 Qualities of a Strong Logo
Colors That Play Well Together
Having a color palette that can be combined into several attractive color combinations allows you ultimate flexibility when working within your palette.
However, if you have colors that vibrate with all the other colors, and have to be paired with your one or two neutral colors, you're going to be limited in how you use your more vibrant colors.
That's why so many large and successful brands only have one dominant color - the rest of their palette is neutral, and all the other colors work in supporting the main color.
For more on color palettes, check out Color Theory in Branding
A Core Brand Personality
The most important element of your visual brand that determines its flexibility is your brand personality. Your brand personality is, in a way, your brand's sense of self - the common thread that unites all of your visual marketing.
Having a strong brand personality allows you to tweak and shift your visual brand as your business grows, while remaining to feel like the same business your clients have grown to love.
For more on your brand personality, check out How to Figure Out Your Brand Personality
Are you ready invest in a professional, flexible visual brand? Check out my Noteworthy Visual Brand Starter Kit!
I'm a brand designer who helps business owners who are tired of their marketing efforts just pulling "okay" results. I help them stand out and be remembered online by designing them a Noteworthy Visual Brand that attract their ideal clients - effortlessly.