We’ve talked about your products being correct, clear and clean. Let’s dig in to that last one.
I’m biased toward design because I worked with graphics and layout before I worked in writing and editing. What can I say? I’m biased toward things looking good because I like to look good.
You may have a different opinion. If you don’t have an eye for design, you’re working on a shoestring budget, or you’re just in a time crunch, you may find yourself ignoring clean design in order to get something
Rest assured, aesthetics and design matter. If only for one reason: your organization prides itself in paying attention to details. Your equipment is well maintained, your uniforms are inspected, your formations are dress-right-dress. Your training is safe and focused, and your operations are thorough. You don’t want to send a conflicting message with cheap print products or messy slideshows.
Get your brand right. Use your organization’s crest unapologetically, with pride. Have all elements of your organization do the same. Dissuade peoples’ tendencies to create new logos for their own initiatives or sections. Make sure you’re using a high-resolution graphic of your crest, in the correct proportions. The Institute of Heraldry should be able to help you if you don’t have the right files. (Note: I do wish more people adopted and used the Army Brand Guide, but it seems there’s so little emphasis on this it’ll never happen).
Be consistent. Use the same brand, style and tone in everything you produce. Social media accounts, press releases, PowerPoint templates, programs, posters, and the signs in your buildings. For physical products, focus on simple design and high quality (sustainable) materials that will last forever. For digital products, complement your clean branding with on-message products.
Simplify. We get it, you’re not a designer and you don’t have the right software or experience. So, just don’t overdo it. When in doubt, cut text, put everything in 14-point Calibri, add white space, and use your organization crest as the dominant (only) image.
I don’t know everything about branding and aesthetics. You may find these articles useful:
- https://www.columnfivemedia.com/how-to-create-a-brand-identity
- https://99designs.com/blog/tips/how-to-create-a-brand-style-guide/
- https://www.entrepreneur.com/article/77408
- https://www.thebalance.com/how-to-develop-your-brand-strategy-2295187
Want more? Read:
- Tim Harrow’s The Newspaper Designer’s Handbook
- Mario Garcia’s Pure Design.
- Nancy Duarte’s Slide:ology and Resonate.
