Branding – The Seven Deadly Sins


A few years ago we looked after the UK branding for Peugeot. We worked on the dealership specifications, logo specifications and occasionally had to check out what other agencies had done with the brand and suggest options to bring them in line with the rules from head-office in Paris.

One of the pieces we produced was a manual for the use of the brand in the UK. There were rules for size, colour, typefaces etc and one of the things we added were examples of how you can go wrong if you don’t follow the rules.

A successful brand is built upon recognition and that recognition can only happen if there is consistency right across the board. Ideally you want a brand where a flash of colour in the right context tells the viewer what it is. Where they drive past a billboard and know who it’s for without having to stop and read it.




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