29 Program Consistency

Maintaining consistency is quite possibly the most difficult aspect of an identity program. But just as internal structure is important to the logo, so too is consistency of application crucial to the program.

If the same structured logo is applied haphazardly, it will be less identifiable. Nothing erodes design value like producing programs—packaging, merchandise, signage, environments, websites, etc.—without consideration to application consistency.

The goal of rolling out a new mark is to strengthen an organization’s identity, to make it more recognizable. To achieve this, the identity should be represented in a consistent way across all media and under different constraints—and resist temptations to vary it.

1. Smokehouse Market
TOKY Branding + Design
Eric Thoelke, Jamie Banks-George

2. Daub & Bauble
Wink
Richard Boynton, Scott Thares

Consistency and exactness are not necessarily synonymous. Notice how product packaging for Smokehouse Market and Daub & Bauble family together consistently while still feeling fresh.