Different Sizes, Same Identity
It’s easy for your social media presence to get scattered. Instagram wants vertical images. LinkedIn wants wide ones. TikTok wants full-screen video. And you’re trying to keep it all branded, cohesive, and actually worth engaging with.
Sound familiar?
Here’s how to design social graphics that maintain your brand identity across every platform—without doubling your workload or diluting your style.
Why Consistency Matters
Visual consistency is about more than aesthetics. It:
- Builds brand recognition across channels
- Makes your feed feel professional and curated
- Helps your audience associate specific visuals with your content
- Increases trust and engagement over time
Whether you’re a solo creator or part of a marketing team, your goal is simple: look like the same brand, no matter where people find you.
1. Define Your Brand Elements
No matter the layout, you should consistently use your brand kit, which includes:
- Your brand’s color palette (same HEX codes across platforms)
- Brand fonts that are easy to read
- Branded icons or graphics
- Your logo (all different versions/colors if applicable)
Client Tip: If your logo doesn’t work at small sizes, create a simplified version or icon-only version to use on mobile-first platforms like TikTok or Instagram Stories.
2. Use a Master Template Set
Once you’ve set your brand kit, create a master set of templates in Canva, Adobe Express, or Figma. Design them for flexibility across:
- Square (Instagram, Facebook)
- Horizontal (LinkedIn, Twitter)
- Vertical (Stories, Reels, TikTok)
Lock in key elements like:
- Font color and hierarchy
- Logo size and placement (usually small and in a bottom corner or center)
- Margins and spacing
- Color combinations
- Button or CTA formatting
From there, adapting for each platform becomes a quick export—not a redesign.
3. Know Each Platform’s Dimensions (and Priorities)
| Platform |
Best Dimensions |
Key Notes |
| Instagram |
1080×1080 (square) |
Carousel = 1080×1350 (portrait) |
| Facebook |
1200×630 (horizontal) |
More flexibility, but still mobile-first |
| LinkedIn |
1200×627 (horizontal) |
Keep it clean and professional |
| Pinterest |
1000×1500 (vertical) |
More visual storytelling |
| TikTok |
1080×1920 (vertical) |
Avoid placing text under overlays |
If you’re using video or motion graphics, use safe zones to keep important elements visible.
4. Use a Repeat Strategy
Establish a regular pattern for how and when specific types of graphics are published.
Example:
- Mon: Quote
- Wed: Tip Carousel
- Fri: Testimonial
- Sun: Behind-the-scenes
This helps create familiarity—your audience starts to
expect a certain look on certain days, which boosts engagement.
5. Minimize Visual Clutter
Consistency doesn’t mean over-designing.
Avoid:
- Competing elements in every corner
- Overuse of gradients or shadows
- Too many fonts (stick to 1–2 fonts, max)
- Giant logos or stretched icons
Use intentional whitespace to let your message breathe.
6. Document Your Design Guidelines
Even a 2-page brand kit for social goes a long way. Include:
- Font names and usage
- Color palette with use cases
- Post size variations
- Logo usage examples
- Do’s and Don’ts for layout and visuals
This is especially helpful if you’re delegating content or onboarding a new team member.
Final Thoughts
Social media may be fast-paced, but your visuals shouldn’t feel like a moving target. With a clear system, a strong brand identity, and a little forethought, you can show up consistently across every platform—without losing your mind.
