An organisation’s message depends on the consistency of its message, and therefore its brand. If you are a designer working with a brand, you have to understand how to brand an organisation yourself. Each branding exercise should have supporting information for others to pick up. At the very least, I supply a brief ‘use of logo’ document for others to follow. With larger jobs, I have originated and contributed to extensive branding documents with every conceivable usage of the collateral being covered in depth. Logos always start with a pen and paper, or occasionally a napkin or a blank space on the Evening Standard. I favour flat, simple logos where appropriate: they have to work at web resolution and in ever smaller spaces. Occasionally, a bit of texture is needed.
