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Why is branding so important? Here at Viewpoint Digital Media in Ocean Grove, we believe there are several reasons why branding is an essential part of your business. You can use branding to get recognition, increase your audience’s trust, and also, so there is consistency throughout all advertising platforms. 


You can never underestimate the importance of branding, as your logo is essentially the face of your company and creates recognition as it becomes known to your consumers. Using specific colours, fonts and hierarchy all play a part in making an impression and leaving a memorable mark on your audience.


Having consistent branding across all platforms, including digital marketing, print products, car signage, etc., ensures trust in the community, continually reinforcing that the business is reputable and well established. It’s also a great way to get your brand out there and reach new audiences. 


When it comes to your logo, there isn’t just one variation you require, but multiple and for a good reason! Think about what colours you have in your brand and where you are placing your branding, and you want as much flexibility as possible. Do you have a dark colour which will be a background on your latest brochure? Does your logo also have this dark colour? Well, that won’t work, so you need to have a white variation. You may have a long banner running horizontally, but your logo is majority vertical. Therefore, creating a horizontal logo variation is very handy. To break it down here are the variations to consider having in your branding kit:

  • Primary logo
  • Secondary logo- opposite length to primary
  • Submark – an element of your logo alone, e.g. our butterfly wing in a circle
  • Black version
  • white version
  • All logos in JPEG
  • All logos in PNG
  • All logos in EPS
  • All logos in TIFF


Jpegs are web-friendly because the files are usually smaller and can be used for print; however, they can’t contain a transparent background. PNG files can have a transparent background and are generally larger and of higher quality, but PNG’s are not recommended for print. 

EPS files are vectors so they can be easily resized using vector software, including Illustrator. This can be helpful when you need to send your work to a print lab; they can adjust the size accordingly.  A TIFF file is used for printing as the file does not lose any information as a JPEG does. However, they are not recommended for web use as the file sizes are too big. 

If you would like to discuss your businesses branding get in touch with our digital marketing team located in Ocean Grove, and we’ll steer you in the right direction.

Contact our team at Viewpoint Digital Media on 0432 049 330