Building a Brand That Works on Print and Screen

Design for the worst-case reproduction

We spec identities assuming they will be photocopied, embroidered, and printed on uncoated stock — then refine for premium applications. That discipline keeps brands legible everywhere.

• Define minimum sizes and clear-space rules early.
• Build separate RGB and CMYK palettes with documented conversions.
• Test lockups on signage, packaging, and social avatars before sign-off.

One source of truth

A living brand book — not a PDF buried in email — gives vendors and internal teams the same references. Version control prevents "which logo is correct?" from becoming a weekly meeting.