Branding – Consistency versus Sameness

As we create brand identities for our clients, we can provide colour palettes, font systems as well as a suite of icons and logos. This allows our clients to present their brand in a consistent manner so they can build up a familiar and credible perception.

Saying that, sameness is dull and exhibits a lack of dynamism within a brand. It is recommended to be consistent with root elements but be flexible with the likes of font weight and shape to create an interesting and more fluid feel.

“The most important characteristic for a great brand is consistency, this is different from sameness. Sameness is static and lifeless. Consistency is responsive and vibrant.” – Michael Beirut.

At YCD, we have a strong colour palette, which is synonymous with our brand, so we keep these consistent throughout all our marketing material and we are dynamic through the use of shapes. Below are two examples of recent marketing materials we have published to show how we try to be fluid with our brand identity as well as being instantly recognisable as Yellow Cherry Digital.

To speak to us about developing your brand please get in touch or look here for more examples of how we have helped our clients develop their brand identities.