Branding basics for small businesses: logo, colours and print

A brand is how people recognise your business: the name, the logo, the colours and the way everything you produce looks and sounds. It does not need to be expensive, but it does need to be consistent.

What a basic brand identity includes

• Logo — the main version, plus simpler versions for small spaces and single-colour printing.
• Colours — a short palette with exact colour codes for print and screen.
• Typefaces — one or two fonts for headings and text.
• Simple rules — space around the logo, what not to do with it, and examples of use.

Files you should receive

Ask your designer for:

1. Vector files (such as SVG, PDF or AI) that can be enlarged for signage without losing quality
2. PNG files with a transparent background for documents and the web
3. Versions in full colour, black and white
4. Colour codes for print (CMYK) and screen (RGB or hex)

Keep them in one shared folder so everyone uses the same files.

Briefing a designer

A good brief saves time and revisions. Include:

• What your business does and who your customers are
• Words that describe how you want to come across
• Examples of designs you like, and ones you do not
• Where the logo will be used: signs, vehicles, uniforms, social media, documents
• Your deadline and budget

Getting print right

• Check spelling, numbers and contact details on a proof before printing.
• Ask for a printed sample of colours when they matter: screens and paper show colour differently.
• Make sure artwork includes bleed — extra image beyond the trim line — so there are no white edges.
• Choose paper weight and finish to suit the item: a business card and a flyer need different stock.

Keep it consistent

Use the same logo files, colours and fonts on your letterheads, invoices, flyers, vehicles and social media posts. Consistency is what turns a logo into a brand people recognise.

Bullet Grafix, our graphic design department under Apex Graphics Media, handles logos, brand identities, flyers and print for businesses of every size.