Logos might be the first thing that comes to mind when you think of a brand, that’s what they’re designed to do. Logos are purposefully created to provide instant recognition for consumers, especially for brands that function across a variety of markets.

However, to achieve true brand consistency, you need to be thinking beyond the logo – colours, typography, product claims.

Brand consistency is about creating and preserving a seamless, reliable identity across every touchpoint to encourage consumers to recognise, trust and connect with your brand.

Let’s pose a question: would you recognise a brand if the logo wasn’t on the pack? In this blog, we will discuss how brand consistency is more than just a logo and how you can reframe your brand identity through design.

A Common Misconception: Logo as the Brand

Logos are undeniably important. Think of the golden arches and the bitten apple – you instantly knew who we were referencing, right? Logos often transcend design to become symbolic icons, particularly with well-established, cult brands.

Logos are supported by an entire ecosystem of strategic design elements. For example:

• McDonalds’ signature red and gold colour palette
• Apple’s minimalist packaging, unboxing experience and sleek typography

Without supporting design elements, logos are merely shapes. The meaning of a logo comes from the strength of the brand, and this is cultivated through brand consistency.

How Brand Consistency Builds Trust and Recognition

Brand consistency is about reliability. If brands consistently and strategically use the same colours, typography, language and packaging formats, consumers build a mental shorthand for recognition.

Subconsciously, they know what to expect from a brand and over time, that familiarity builds trust.

Think about the last time you picked up your favourite drink – what did you notice first? Chances are, you noticed the colours and designs before you noticed the logo.

Brands strive for this subconscious recognition. The power of consistency means consumers can identify you immediately, which is crucial for shelf appeal.

For consumers, brand consistency means less effort. It reduces the friction in the decision making process and strengthens loyalty and trust. Consistency signals reliability. If companies care enough about their brand consistency, consumers perceive they also care more about the product quality, increasing the perceived value.

Beyond the Logo: Elements of True Brand Consistency

Beyond its logo, what makes a brand instantly recognisable?

Colour Palettes

According to studies, 90% of snap judgements about products are based on colour alone, like Coca Cola’s iconic red and Cadbury’s luxurious purple. (Satyendra, 2014)

Without the presence of a logo, these hues trigger immediate brand associations.

Typography

The right font style communicates tone, personality and brand values. The right typography can go unnoticed, but the wrong typography is instantly recognisable, and not in a good way. Think of Disney’s whimsical lettering versus the New York Times’ authoritative gothic typeface. If you switched these around, they wouldn’t align with brand values.

Typography isn’t random. It’s a deliberate signal that reinforces brand identity, and a shift across different ranges or SKUs can make brands appear fragmented.

By establishing strong typography use in your brand assets, you have the power to stand out and become recognisable – even without the use of your full logo.

Packaging Formats

Consumers have grown to expect certain formats from different brands. For example, a Pringles tube, Toblerone’s triangular box, and Absolut’s distinctive bottle.

Consistency in formats ensures that brands feel consistent through touch and shape as well as visuals.

Product Claims and Brand Positioning

Brand consistency can be reinforced through product claims across ranges. Dove’s ‘Real Beauty’ messaging has been used across their brand, campaigns and packaging for decades. It’s not just a slogan, but a philosophy woven into every touchpoint to enhance credibility and trust.

Barcodes and Regulations

Surprisingly, barcodes, nutritional panels and ingredient lists contribute to brand consistency. Consumers typically won’t consciously notice them, but an inconsistent approach signals sloppiness and will hurt brand credibility.

Neat and consistent design, including in legal compliances, shows care and professionalism.

Would You Recognise a Brand if the Logo Wasn’t on the Pack?

Strong brand consistency across all branding elements makes products instantly recognisable. Let’s take a look at some examples.

• Nutella: Its white lid, white label and distinctive shape signals the brand immediately.
• Red Bull: The silver and blue split, slim can and energetic tag line is instantly recognisable.
• KitKat: The red wrapped and ‘snap’ bar format screams KitKat before you even think of the logo.

These are examples of different design elements that create true brand consistency. Nutella’s pack format, Red Bull’s colours, and KitKat’s product format.

Risks of Brand Inconsistency

Brand inconsistency can result in reputational damage and consumer fragmentation.

• Confusion at shelf level – products look disconnected making them harder to spot in competitive environments
• Erosion of trust – inconsistencies look unprofessional and unreliable
• Missed opportunities – without consistent design cues, brands miss opportunities for consumers to build the all-important mental shortcuts that drive repeat purchases

In 2009, Tropicana abandoned its familiar orange and straw imagery, and sales dropped by 20%. The packaging was later pulled from shelves and replaced with their original, recognisable packaging. This story isn’t unique but is one of the most referenced brand inconsistency stories.

Building a System of Brand Consistency

At Springfield Solutions, our Brand Management team are particularly experienced in providing specialised support for brands. We help with the creation and management of a holistic brand identity that consumers can trust no matter where they encounter it.

What we help with:

• Ensuring visual guidelines are followed through artworking including colours, typography, imagery styles, iconography and packaging layouts
• Applying brand identity guidelines covering tone of voice, messaging, claims and storytelling
• Consistency in operational elements including barcodes, regulations and legal copy

Would your brand still be recognisable without your logo on the packaging? Contact Springfield’s Brand Management team to unlock true brand consistency and see trust and loyalty soar!