When launching a project or a company, it is necessary to establish the graphic universe in which your brand will be immersed. This universe will then be used in communication and all printed media (business cards, flyers), screens (website, social networks, mobile application) or physical (showcase, stands).
Why create a graphic charter?
Your graphic charter is made up of all the graphic elements that will characterise your brand and make it recognisable to your customers. Logos, colours and typography are the essential elements for creating your visual identity. These graphic elements that make up your brand's universe determine how people perceive and identify your company.
If you want people to appreciate and recognise your brand, you need a solid foundation that is embodied in the creation of a graphic charter.
Here are the 3 steps that will allow you to build your graphic charter:
Graphic charter: Logo, colors and typography:
1) Logo design
Your logo will form the basis of your entire branding strategy. It is a representation of your company's identity and vision. You want your logo to be simple, not too abstract, and easily remembered. Your logo should reflect your company's vision. It has an image role as well as being a gateway for your potential customers: in fact, it's the first window your prospects will see to interact with your company.
The logo must also be available in a variety of colours and formats so that it can be used on all platforms and terminals. It will not be the same depending on the image format or background colour. For example, the profile image or Favicon on your website will have a square format, whereas the logo on your website or printed documents will generally have a rectangle format. At Geekworkers, we can help you create your logo from A to Z.
Once defined, the logo will be used on your website, business cards, sales brochure, flyers and all other communication elements.
But beware! When you work with a designer, it's easy to stray from your brand identity. It's often difficult to communicate exactly what you want to someone else. That's why it's imperative to define a graphical chart to exchange with stakeholders and maintain graphic consistency in your various communication channels.
2) Choice of colors
The second step to create your graphic charter is to define the colors of your graphic universe. At the house of GeekworkersWe recommend using a maximum of 4 colours: this is the ideal number so as not to disrupt the perception of your brand identification.
In the graphic charter, you must define these colours, as well as the use of the logo with these different colours in digital format for screens and printed media.
Standards are used to define colour values: CMYK, Pantone, RGB and hexadecimal values. This will facilitate communication with your graphic designers during your projects.
Be sure to use colors strategically in your branding. Select a consistent color palette that reflects your company's identity and uniqueness. And don't forget that your color scheme will affect all your other graphic media!
3) Choosing your typography
Typography or typeface also plays a major role in building your visual identity!
It's important to use a typeface that reflects your company and the message you want to get across through your communications.
Some brands call on designers to create a personal and unique typography for their graphic charter. This is a strategic choice, as it will make your brand even more identifiable among the other players!
However, there is no doubt that this represents a significant cost that many SMEs would not be able to afford.
For this reason, Google Fonts has become indispensable for the search for typefaces! New fonts are added almost every day. You will undoubtedly find your pearl there! In addition, Google Font is available natively on many media or digital solutions to create websites on WordPress for example.
Fonts found on Google Font are also natively adapted for use on the web. However, this is not the case for all the fonts you can download from free databases such as dafont or 1001fonts. Another equally prolific player in fonts is Adobe Font which lists more than 20,000 different fonts on its platform.
So how do you choose your typography from the many font styles on the Internet?
Generally speaking, it is recommended that you choose a maximum of 2 or 3 fonts in your graphic charter. For example: you would use one font for headings and a secondary font for paragraphs.
The typography you use should reflect your main objective. For example, for a brand that advocates minimalism or modernity, you could choose sans serif fonts such as Arial or Helvetica. These fonts have smooth edges and reflect a modern image.
Here are some examples of Google Fonts and their context of use
Most popular fonts
roboto
Open Without
Lato
Oswald
poppins
Roboto Condensed
Montserrat
Source Sans Pro
Raleway
PT Without
Best Fonts for Logos
Karla
Work Without
Oswald
roboto
Rubik's
poppins
Cabin
Montserrat
Chivo
Lato
Best Fonts for the Web
Montserrat
roboto
Raleway
poppins
Free Franklin
Source Sans Pro
Multi
exo
barlow
Overpass
Font Combination Ideas
Vast Shadow – Playfair Display
Montserrat – Droid Serif
Oswald and Roboto
Lato–Merriweather
Raleway – Roboto Mono
Abel-Ubuntu
Proza Libre – Open Sans
Rubik–Karla
Bree Serif – Lora
Poppins – Anonymous Pro
Why hire a graphic designer?
You might be reluctant to outsource your visual identity to an outside agency. However, to stand out from the competition, it is necessary to call on professionals. In addition to benefiting from their expertise, the agencies will be able to support you in building your brand by contributing their ideas and helping you establish a communication or marketing strategy in line with your business objectives.
Things to remember...
The main elements of the graphic charter will reflect your image to your customers. If they have a good impression of your brand, this will translate into better sales and greater loyalty to your products or services.
The graphic charter also helps to maintain consistency in your communications and visual identity. The main elements of the graphic charter - colours, logo and font - are used in all media and printed materials, from your website to your business cards. Take a look at a project launched by a Swiss start-up, Brandfetch.com, to discover the graphic charter of your favorite brands.
Creating a strong brand identity is not an easy task. In this article, you were able to understand the issues, but above all what could help you create your graphic universe in a simple and practical way.
So ! Ready to create your own graphic charter with these examples?
Contact us now to discuss it!
We advise you to hire a professional to do this. In addition, it is often interesting to confront your ideas with a professional outside your company. This will bring a fresh and objective look.
And then, between us… A logo created by a passionate person will certainly have a more qualitative feedback than the logo drawn on your notebook! 😉
Example of Geekworkers graphic charter
Geekworkers provides you with a graphic charter template in Figma format for your projects.
You can contact us to get it.
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Once defined, the logo will be used on your website, business cards, sales brochure, flyers and all other communication elements.
But beware! When you work with a designer, it's easy to stray from your brand identity. It's often difficult to communicate exactly what you want to someone else. That's why it's imperative to define a graphical chart to exchange with stakeholders and maintain graphic consistency in your various communication channels.
Be sure to use colors strategically in your branding. Select a consistent color palette that reflects your company's identity and uniqueness. And don't forget that your color scheme will affect all your other graphic media!
Some brands call on designers to create a personal and unique typography for their graphic charter. This is a strategic choice, as it will make your brand even more identifiable among the other players!
However, there is no doubt that this represents a significant cost that many SMEs would not be able to afford.
For this reason, Google Fonts has become indispensable for the search for typefaces! New fonts are added almost every day. You will undoubtedly find your pearl there! In addition, Google Font is available natively on many media or digital solutions to create websites on WordPress for example.
Fonts found on Google Font are also natively adapted for use on the web. However, this is not the case for all the fonts you can download from free databases such as dafont or 1001fonts. Another equally prolific player in fonts is Adobe Font which lists more than 20,000 different fonts on its platform.
So how do you choose your typography from the many font styles on the Internet?
Generally speaking, it is recommended that you choose a maximum of 2 or 3 fonts in your graphic charter. For example: you would use one font for headings and a secondary font for paragraphs.
The typography you use should reflect your main objective. For example, for a brand that advocates minimalism or modernity, you could choose sans serif fonts such as Arial or Helvetica. These fonts have smooth edges and reflect a modern image.
Here are some examples of Google Fonts and their context of use
