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Brand Guidelines: Part 2
3:26Now is the time to bring it all together in a presentable and fresh way so that our client will remember the amazing process and feel a connection with the brand.
Now, here's a basic outline of the brand
guidelines.
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First, is the brand story and strategy.
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Remember all those fun things we learned
about your client?
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Now the's time to bring it all together in
a presentable and fresh
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way that your client will remember the
amazing process and feel that connection.
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There was an incredible value in that time
and research.
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Make it known here.
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Perhaps, even showcase the creative brief
as a
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means of reflecting back at the new visual
brand.
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Hopefully, the two look very similar.
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Next is the master logo.
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Sure, your client has seen the process and
the success of the logo so far,
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but now it's time to set the standard
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on configuration and variations, if there
are any.
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Also, be very sure to include references
for
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clear space around the logo, and minimum
size.
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In addition, include the specific color
profiles that make up the logo.
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The last thing any designer wants to see
is their
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logo in the wild, with changes in the
color, and arrangement.
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With examples of what to do, and what not
to do, there will be
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much clearer direction for your client and
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potential future designers that work with
your logo.
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Typography is next.
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We chose typography for the brand.
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Now help your client access the license
and
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familiarize themselves with the
capabilities of a well-designed font.
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Of course there may be more than one
family, so show examples
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of which weights work best, and how each
style will be paired.
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Be specific on hierarchy.
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Clarify point sizes, weights, and purpose
in the typography.
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We spent all that time being very
selective with the color.
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Now we need to document the details.
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Include in the document the four primary
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color profiles, RGB, Hex, CMYK, and
Pantone.
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That's a great way to start the color
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section, but also include pairing multiple
colors as necessary.
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It's surprising how a great palette can
look
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horrible when a non-designer rearranges
the color hierarchy.
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Be sure to also include a sentence or two
about how RGB won't
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print well, and that CMYK may look
different on screen than on paper.
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Each color profile has a unique purpose.
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The rest is still important but moves a
little faster.
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Showcase your secondary visual elements
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like icons, patterns and photographic
styles.
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Just like typography and color, show them
in context,
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be precise on application, scale and
relationship between elements.
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Right now, you're setting a beautiful
stage.
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Now to mention the brand tangents.
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This includes additional items as
necessary, like
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grids, stationary, merchandise, signage
and email signatures.
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If there are business cards to make, don't
just make
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one or two, but make a system that can
grow.
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Make a template that your client can use
to add new team members without
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having to ask you every month to make
edits to their business card design.
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The same goes with email signatures.
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Continue showing examples and reinforcing
the
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success of the brand that you've built.
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If you are moving to web, interactive
elements are next.
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You can show the new brand living online,
display your work
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here, the typographic hierarchy, the color
pairings, any icons or patterns.
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The interactive elements may include hover
states or button actions,
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things that move or interact with users on
the web.
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All of this information and documentation
should
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be styled to look good and make sense.
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Be sure to exercise the new brand design
within the guidelines document itself.
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Make it fit and feel the brand.
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Write a quick conclusion and high five,
you're done!
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Almost.
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