Paint by numbers?

When you can ignore brand standards while painting commercial property.  And why.

Building painting is often one of the larger costs for commercial rebranding projects in New Zealand building.

That’s why we set up this helpful Q&A column to assist the behind the scenes thinking before you begin planning and painting.

When do things go wrong with brand standards?

Some (brand standards) are huge documents covering a massive range of applications. You can’t design for every future use of a brand however, and many building portfolios contain a mix of varying designs. These standards can fall apart when those involved with production don’t have a reliable reference point. And companies need to use their initiative to make everything look right.

Are there any colours that should be avoided when painting large commercial buildings?

For the most part we’re dealing with steadfast brand colours – you can’t change anything major. So instead of ‘what colour’ it’s generally more a case of ‘how much’. There are examples in New Zealand where proposed colour saturation of large buildings has resulted in a lot of negative feedback from local communities. Clearly a balance is required.

Can a company be ‘too brand consistent’?

Short answer? Yes, occasionally. Most of it is simple common sense however. Take the example provided here. Most people will tell you green means ‘go’ and red means ‘stop’.

This ‘exit’ sign has in all likelihood been created using a rigid set of brand standards. And the result is potentially dangerous.

How important is the timing of commercial painting when rebranding?

Very. When faced with physical stores and buildings that look different from town to town consumers can lose confidence with brands extremely quickly. Coordinating your rebranding project is vital to get right. Clear communication with comprehensive regular updates for all stakeholders cannot be emphasised enough.

Just how big should the logo be?

There’s a cliché that the client always wants the logo or sign to be bigger and the designer always wants it to be another way. But, generally, this isn’t the case at all.

Most companies know their sign doesn’t need to be seen from the moon. Likewise, a good designer knows each communication tool needs to do its job properly.

So it pays to be aware of all the other spatial elements at play. You need to create an aesthetic tone that is appropriate and then back it with the highest calibre of production delivery.

Are there any other considerations when scoping and planning new painting?

Correct time-lining of the project can make a world of difference. Large scale work is best undertaken during quiet periods of use, and favourable times for customers. Good weather helps too!

Richard Waite

Richard Waite

Richard has been the General Manager of National Decorators for the past 5 years developing the company in the property and construction markets. Working off the base of a 100+ year old legacy, he has refined the company from a family business to be the leading painting company in the country. Some key developments have been in the integration of significant IT systems to increase the customer experience and enhance efficiency. Another big focus was reshaping the culture of the onsite teams to reflect the company in the best possible way.
Richard also leads a sales and marketing team of 7 staff, pushing into new markets and developing new services for our customers. In his spare time he enjoys spending time with his wife Jenny and 2 young girls, as well as joining in community events.
Richard Waite

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