e1

Site branding at a glance

Site Genre: Pattern Group e

magnify imageFigure E1.1 MSN uses color, layout, fonts, and its logo consistently throughout its site to reinforce its brand.

Background

In all site genres (see Pattern Group A), it is important to build a site brand to help visitors identify where they are on the Web, and to help build an identity for the company. In the HOMEPAGE PORTAL (C1) pattern we showed how to balance the various elements on that page and how to provide a strong UP-FRONT VALUE PROPOSITION (C2). This pattern describes how to establish successful branding throughout a site.

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PROBLEM

Brand is more than just a logo and a tagline. Customers need to know where they are and whether they can trust that place to provide something important and unique.

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SOLUTION

magnify image Figure E1.3 Make the brand the first read in the upper left corner of every page on your site.

Build a strong site brand by differentiating your company from other companies through the promise you make and through the actions your company takes to satisfy customers. Reinforce the brand image across your Web pages by (1) being consistent in style, (2) having a moderately sized logo, (3) positioning the logo in the upper left corner, and (4) including reusable images optimized for speed.

Other Patterns to Consider

Take advantage of CLEAR FIRST READS (I3) to quickly convey your brand. A logo that is integrated into the NAVIGATION BAR (K2) will load faster and help you keep a LOW NUMBER OF FILES (L1).

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