Your logo looks right on the website and wrong on the banner. Here is why brands drift between print and digital, and how to stop it.
By Hanova Editorial
Most Kenyan businesses meet their customers on many surfaces at once: a website, a WhatsApp profile, a roll-up banner at an event, branded polos, a company profile in a client's inbox. When those surfaces disagree, customers notice before they can say why. The orange on the website is not the orange on the banner. The logo on the polo has been stretched. The company profile uses a different font from everything else.
Colour is different on paper and on screen. Screens mix light (RGB). Printers mix ink (CMYK). A bright screen colour often cannot be printed exactly, so a printer guesses unless you tell them the right values.
Files get passed around. A logo saved from a WhatsApp chat is small and compressed. Printed on a two-metre banner it goes soft and blocky.
Nobody owns the rules. Without a short written guide, every designer and every print shop makes their own choices.
You do not need a hundred-page brand book. You need a kit people will actually use:
Ask the printer for a proof. For anything large or expensive, ask for a printed sample of the colour on the actual material. Fabric, vinyl and paper all take ink differently.
Consistency is what turns a logo into a brand people recognise at a glance. Every time a customer sees the same colours and type, recognition builds. Every time they see a different version, you start again.
We design brand kits and produce the print that follows them, from business cards to banners. See our branding and print services.
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