Introduction

Every brand identity rests on three building blocks: the logo, the colours and the typefaces. Together, they make a brand recognisable at a glance, whether it appears on a tea pack, a delivery van, a website or a business card. Yet these are also the elements most often used incorrectly. Logos are stretched, colours drift between printers and screens, and typefaces are replaced with whatever is available on someone’s computer.

The core section of any brand guideline exists to prevent these problems. It explains exactly how the logo, colours and typefaces should be used, with precise specifications and clear examples. This article explains what that section should contain, the technical details that matter in production and how Dsigngo Group develops core identity standards that work in print, packaging and digital media.

Part 1: Logo standards

Logo versions

Most brands need more than one version of their logo. A complete logo set typically includes:

• Primary logo: the main version, used whenever space allows.
• Secondary or alternative layouts: horizontal and stacked versions for different spaces.
• Symbol or icon: a simplified mark for small spaces, such as social media profile pictures, app icons and favicons.
• Wordmark: the brand name alone, for places where the symbol does not fit.

Each version should have a clear purpose. The guidelines should explain when to use each one, with examples.

Colour versions

Each logo layout should be available in several colour versions:

• Full colour, for most uses on white or light backgrounds.
• Reversed or white, for dark or coloured backgrounds.
• Single colour, for one-colour printing, such as screen printing, embroidery or stamps.
• Black, for documents, newspapers and faxes.

Specifying these in advance prevents people from creating their own versions, which is one of the most common causes of inconsistency.

Clear space

Clear space is the minimum empty area around the logo, free from text, images and other elements. It is usually defined using a part of the logo itself, such as the height of a letter, so it scales with the logo. Clear space protects the logo’s visibility and gives it room to breathe.

Minimum size

Every logo has a size below which details become unreadable. The guidelines should specify a minimum size for print, usually in millimetres, and for screens, usually in pixels. For very small applications, such as pens or small labels, a simplified version may be needed.

Minimum size should be tested in real production. A logo with fine lines may print well on coated paper but fill in on uncoated paper or flexible packaging. At Dsigngo Group, we check minimum sizes on actual printed samples.

Placement

Guidelines often specify where the logo should appear on common formats, such as the top left of a letterhead or the bottom right of an advertisement. Consistent placement helps people find the brand quickly and creates a professional, organised look.

Backgrounds

The logo should be used on backgrounds that provide enough contrast. Guidelines should show approved backgrounds, such as white, brand colours and photographs with calm areas, and explain what to avoid, such as busy patterns.

Incorrect use

A page of incorrect examples is one of the most useful parts of any guideline. Typical examples include:

• Stretching or squashing the logo.
• Changing the colours.
• Rotating the logo.
• Adding shadows, outlines or effects.
• Rearranging elements.
• Placing the logo on a busy background.
• Using low-resolution files.
• Recreating the logo with a different typeface.

Logo files

The guidelines should list the files provided and their uses:

• Vector files (AI, EPS, SVG, PDF): scalable without loss of quality, used for print, packaging and signage.
• PNG: for digital use, with transparent backgrounds.
• SVG: for websites, as it is lightweight and sharp at any size.
• JPG: for simple uses where transparency is not needed.

File names should be clear, for example “Brand-Logo-Primary-FullColour-RGB.png”, so people can choose the right file easily.

Part 2: Colour standards

Why colour is so difficult

Colour is one of the most powerful brand assets, but also one of the hardest to control. The same colour can look different depending on the printing process, paper or board, inks, screen and lighting. A brand red that looks perfect on a laptop may look orange on uncoated paper and dull on a corrugated box.

Clear colour standards reduce these differences. They define each brand colour in the language of every production method.

Colour systems

A complete colour specification includes:

• Spot colour (such as Pantone): a pre-mixed ink, used for the most accurate brand colours in print and packaging. Pantone references usually specify coated (C) and uncoated (U) versions, which look different.
• CMYK: the four process colours used in most offset and digital printing. CMYK values should be chosen for the printing standard used, such as coated or uncoated paper.
• RGB: the colour model for screens.
• HEX: the code for websites and digital design.
• Paint and vinyl references: for signage, vehicles and interiors, if needed.

It is important to understand that these values are not perfect equivalents. Some spot colours, especially bright oranges, greens and blues, cannot be reproduced accurately in CMYK. The guidelines should explain which system to use for each application and which colours need a spot ink for accuracy.

Colour standards in print

Professional printers work to standards that make colour more predictable. For example, ISO 12647-2 defines standard conditions for offset printing, and characterisation data sets such as Fogra51 (coated paper) and Fogra52 (uncoated paper) describe how CMYK colours should appear. Guidelines can reference these standards and the colour profiles designers should use when preparing files.

Physical colour references help too. A printed colour swatch, approved on press, gives printers a target to match. We recommend keeping approved swatches for each paper type and process the brand uses.

Primary and secondary palettes

Most brands have a small set of primary colours, used for the logo and main elements, and a wider secondary palette for backgrounds, charts, product variants and campaigns. The guidelines should explain how the colours are used together, often with suggested proportions, such as 60% neutral, 30% primary and 10% accent.

Colour for product ranges

Packaging ranges often use colour to identify flavours, variants or sizes. For example, a tea brand may use different colours for black tea, green tea and flavoured blends. These colour codes should be part of the guidelines, so new products follow the same system.

Accessible colour

On websites and apps, text must have enough contrast against its background to be readable by people with low vision or colour vision deficiencies. WCAG 2.2 Level AA requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. Brand colours are not exempt from these rules, although logos are. The guidelines should list approved text and background combinations that pass these tests. If a brand colour fails, the guidelines can provide a darker or lighter accessible version for text.

Colour meaning

Colours carry meanings that vary by culture. Red can suggest energy, celebration and appetite, while green is linked to nature and health. In some markets, colours have religious or cultural associations. When a brand operates in several countries, such as Sri Lanka and the Gulf, these associations should be considered.

Part 3: Typography standards

Choosing typefaces

Typefaces give a brand its voice on the page. Most brands use one or two typeface families: one for headings and one for body text. Some use a single family with different weights.

When choosing typefaces, consider:

• Personality: does the typeface reflect the brand’s character?
• Legibility: is it easy to read at small and large sizes?
• Range: does it include enough weights and styles?
• Language support: does it cover all the scripts the brand needs?
• Licensing: is it licensed for print, web, apps and packaging?
• Availability: can staff and suppliers use it?

Licensing

Typeface licensing is often overlooked. Fonts are software, and their use is governed by licences. A font licensed for desktop use may not cover website embedding, apps or large-volume packaging. Guidelines should state which fonts are licensed for which uses, or recommend open-licence alternatives, such as fonts from Google Fonts, where appropriate.

Hierarchy

Guidelines should define a typographic hierarchy:

• Headline sizes and weights.
• Subheadings.
• Body text.
• Captions and small print.
• Line spacing and letter spacing.

Clear hierarchy makes materials easier to read and gives them a consistent look.

Fallback fonts

Brand typefaces are not always available. Emails, Microsoft Office documents and some web platforms use system fonts. The guidelines should specify fallback fonts that are as close as possible to the brand typefaces, such as Arial or Calibri for a sans-serif brand font.

Multilingual typography

Many brands in Sri Lanka use Sinhala, Tamil and English. In the Gulf, Arabic and English are common. Each script needs a typeface that matches the brand’s character and sits well alongside the Latin typeface. Key considerations include:

• Matching visual weight and size, as some scripts appear smaller or larger at the same point size.
• Line spacing, as Sinhala and Tamil scripts have marks above and below the main letters.
• Readability at small sizes, especially on packaging.
• Right-to-left layout for Arabic.
• Correct rendering of complex characters on websites and in design software.

Without guidance, different suppliers choose different fonts for each script, and multilingual materials look inconsistent. Our guidelines include approved typefaces and sample layouts for each language a brand uses.

Typography for packaging

Packaging often contains small text, such as ingredients and legal information. Guidelines should specify minimum sizes for legibility. In some markets, regulations set minimum heights for certain information. For example, EU food labelling rules require a minimum x-height of 1.2 mm for mandatory information on most packs.

Part 4: The logo in special applications

Some applications need their own rules, because they use processes with very different limits from paper printing and screens.

Embroidery and uniforms

Embroidered logos are made from thread, which cannot reproduce fine lines, small text or gradients. A simplified version of the logo, with thicker strokes and fewer colours, is often needed. Thread colours should be matched to brand colours using the embroiderer’s thread charts, and the minimum size is usually larger than in print.

Signage and vehicles

Signs and vehicle graphics are produced in vinyl, paint, acrylic, metal or illuminated boxes. Colours should be specified using vinyl and paint references, which differ from ink references. Illuminated signs change how colours look at night, so they should be tested in both daylight and lit conditions. Large signs also need vector artwork, as even high-resolution images may blur when enlarged.

Promotional products

Pens, mugs, bags and other promotional products are printed by pad printing, screen printing or engraving. These processes often allow only one or two colours and small print areas. The guidelines should specify which logo version to use and the minimum size.

Social media profiles

Profile pictures are displayed as small circles on most platforms. The symbol or icon version of the logo usually works best, centred with enough space so it is not cropped. Guidelines should include ready-made profile images and cover images in the correct sizes for each platform.

Animated logos

Many brands now use short animated versions of their logo for videos, presentations and digital advertising. If an animated logo is used, the guidelines should describe its timing, the final frame and how sound is used, so every video ends the same way.

Co-branding

When a brand appears alongside a partner, distributor or sponsor, the guidelines should explain how the logos are arranged, how much space separates them and which logo takes priority. Clear co-branding rules avoid awkward layouts and protect the brand’s visibility on shared materials.

Part 5: Keeping the core consistent over time

Core identity standards are only useful if they stay current. Over time, new logo files are created, colours are adjusted for new materials, and typefaces are updated. Without control, old and new versions circulate together.

To avoid this:

• Keep master files in one central location, with clear version numbers.
• Remove outdated files from shared drives and websites.
• Record every change to the guidelines, with the date and reason.
• Send updated files and guidelines to suppliers when changes are made.
• Check new materials against the guidelines before approval.

Bringing it together: core identity in practice

The logo, colours and typefaces work together. Guidelines should show examples of the three combined in real applications: business cards, letterheads, brochures, packaging, signage, websites and social media posts. These examples help people understand how the rules work in practice.

Illustrative example

The following example is illustrative and does not describe a real client.

A UAE-based trading company has a logo with a thin, elegant wordmark and a bright turquoise colour. Its website looks good, but printed brochures make the turquoise look dull, and the logo becomes hard to read on small product stickers.

The guideline project tests the colour on coated and uncoated papers and specifies a spot ink for key print jobs, with CMYK values for everyday printing. A bolder version of the wordmark is created for small sizes, with a minimum size specified. An Arabic typeface is chosen to match the Latin one, and sample bilingual layouts are added. The result is a brand that looks consistent across the website, brochures, stickers and Arabic materials.

How Dsigngo Group builds core identity standards

Our process includes:

1. Audit: collecting every version of the logo, colours and fonts in use.
2. Refinement: cleaning up the logo artwork and creating the full set of versions.
3. Colour testing: checking colours on the papers, boards and screens the brand uses, with input from our print and packaging teams.
4. Typography selection: choosing typefaces, including those for other scripts, and checking licences.
5. Documentation: writing clear rules with correct and incorrect examples.
6. File preparation: delivering organised, clearly named files.
7. Supplier briefing: sharing specifications with printers and agencies.

Frequently asked questions

Do we need a Pantone colour?

If accurate colour matters for your packaging, signage or major print jobs, a spot colour reference is very useful. For everyday printing, CMYK values may be enough.

Why does our colour look different on screen and in print?

Screens create colour with light (RGB), while print uses ink on paper (CMYK or spot colours). Different papers and processes also change how colours appear. Guidelines specify the best values for each medium.

Can you redraw our logo from an old file?

Yes. We can recreate logos from low-resolution files or printed samples as clean vector artwork, keeping the original design.

Which fonts work for Sinhala and Tamil?

Several typefaces support Sinhala and Tamil. We select ones that match your brand’s style and work well in design software and on websites.

What if our staff cannot use the brand font?

We specify fallback fonts for documents and emails, and provide templates set up with the correct fonts.

Conclusion

The logo, colours and typefaces form the core of every brand. Clear standards for these elements, tested in real production, prevent inconsistencies and make your brand instantly recognisable across packaging, print and digital channels.

Dsigngo Group develops core identity standards backed by hands-on experience in printing, packaging, signage and web design, so your rules work in practice as well as on paper.

Want your logo, colours and fonts to look right everywhere? Talk to Dsigngo Group about core identity guidelines.

Define Your Core Identity

Sources

• W3C, Web Content Accessibility Guidelines (WCAG) 2.2, contrast requirements.
• ISO 12647-2:2013 and Fogra51/Fogra52 characterisation data.
• Regulation (EU) No 1169/2011 on food information to consumers (minimum x-height of 1.2 mm).
• Pantone colour system documentation.