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Brand Guidelines: Part 1
2:27Now it's time to deliver all the assets in a guidelines document.
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>> Now, we deliver all the assets in a
guidelines document.
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Often, these are called brand style guide,
but we try to stay away from style
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guide, as it may be too similar to CSS
style guides or a fashion style guides.
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Try naming yours something similar to
visual identity
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guidelines, or brand guidelines, or simply
brand manual.
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Despite making something you're proud of,
just know
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that it won't last any time at all
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if you don't help your client know how to
live with it, and to grow with it.
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That's where the guidelines come in.
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The guideline document isn't meant to be a
straightjacket, but
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rather a springboard to properly use and
excel to brand elements.
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Guide your client through the document,
don't just tell.
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It's also important to understand and
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communicate why the guidelines are being
produced,
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who will be using the guidelines and what
they will gain from using them.
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Be clear when delivering where it can be
accessed in the
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future, whether via e-mail or housed
online at a brand asset site.
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The best application for building a brand
guidelines document is InDesign.
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With InDesign, you can create simple
section dividers that can act as chapters.
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These sections will help navigate the
entirety of the document.
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Use the Master Pages feature for setting
up these chapter pages.
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Also include a table of contents page,
with
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a numbering system to help find specific
line-items faster.
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InDesign makes pagination and numbering a
total breeze.
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Be as comprehensive as possible.
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Imagine getting all this for yourself.
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Leave no stone unturned and really let
your client know you care and understand.
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The more bits and pieces you leave open
for interpretation, the
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more your client has to find design
solutions for those problems.
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You are the designer.
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Make those decisions and document them in
the brand guidelines.
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And just keep in mind, no matter what,
your work
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will be mistreated and defaced every once
in a while.
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Sometimes there's nothing you can do.
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But that's rare.
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Finally, consolidate and prepare your
final brand assets for your client.
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Save vector files as .eps, .svg, and
Illustrator files.
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Feel free to also send along high res PNGs
and JPGs.
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Save color palettes as .ase files, as well
as
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simple squares in illustrator to open an
eye drop.
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Don't include actual font files, that
breaks
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the end user license agreement and is
illegal.
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Instead, point them to where they can
purchase their own copy and license.
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