he essence of well done branding can be found most clearly in the very first graphic materials developed by every business. In many cases, well before a direction has been decided upon for an ad, brochure or Web site. Before anyone involved is even tempted to water down the brand's memorability by adding a word or design element for the sake of expanding the message.
A logo and how it first appears on the business card, letterhead and envelope can fairly be called the birth of a brand. These premier exposures are the only times it will ever be perceived in its purest, most easily digestible form. That's why it is recommended that such early aspects of the brand always be referred to before developing any new materials.
Even in the absence of a graphic standards manual or specifications pamphlet, first published business papers should be enough of a guide to keep any astute designer on course. As materials are produced, they should be added to the business papers to ensure that your brand identity is maintained and furthered. The more conscientious we are in this regard, the sooner we will be remembered.