What Your Visual Identity Needs Before a Campaign Launch

Before a campaign launches, your visual identity needs final logo files in every format required, defined colours and typography, a clear imagery style, templates for common formats and simple rules for how everything is used. Most importantly, everyone producing campaign materials, including agencies, partners, printers and media owners, must work from the same current set.

For brands and organisations in Ghana, a campaign often reveals gaps in the visual identity: outdated logos in circulation, inconsistent colours or missing formats. Resolving them before launch prevents a campaign from looking fragmented.

Logo files

Prepare the final logo in all the versions and formats needed:

• Full colour, single colour, white and black versions
• Horizontal and stacked layouts if both exist
• Vector files for print and signage
• High-resolution files for digital use, including versions with transparent backgrounds
• A small icon or avatar version for social profiles

Define minimum sizes and clear space around the logo.

Colours

Specify the brand colours with values for print and screen. Check how colours reproduce on common materials, such as billboards, fabric and phone screens, as they can differ significantly. Define which colours are primary and which are accents.

Typography

Name the typefaces for headings and body text, and make sure the licences cover your intended use. Provide alternatives for situations where the brand fonts are unavailable, such as some email systems.

Imagery style

Describe the style of photography, illustration or graphics that fits the brand. Include examples. Consider who appears, the settings, lighting and mood. A consistent imagery style makes campaign materials recognisable even before the logo is noticed.

Campaign elements

If the campaign has its own look, such as a campaign line, a graphic device or a specific colour treatment, define how it relates to the main brand identity and where each should be used.

Templates

Create templates for the formats the campaign will use most: social media posts and stories, posters, presentation slides, email headers and digital banners. Templates help partners and internal teams produce consistent materials quickly.

Usage rules

Write simple guidance on what to do and what to avoid, with visual examples. Cover logo placement, colour combinations, co-branding with partners and common mistakes.

Distribution and version control

Store approved files in one shared location and send the link to everyone who needs it. Remove outdated versions. Name a person responsible for answering questions and approving uses that fall outside the guidelines.

Test before launch

Mock up key materials in their real settings: a billboard proof, a social post on a phone, a printed flyer. Check that everything is legible and consistent.

PR369's Creative service covers visual branding and identity design alongside campaign creative direction. Email info@pr369.com with your campaign, your current brand materials and your launch date. We will begin with a strategy conversation.