Brand Guidelines: Part 12:27 with Matt Yow
Now it's time to deliver all the assets in a guidelines document.
[SOUND]. 0:00 >> Now, we deliver all the assets in a guidelines document. 0:04 Often, these are called brand style guide, but we try to stay away from style 0:08 guide, as it may be too similar to CSS style guides or a fashion style guides. 0:12 Try naming yours something similar to visual identity 0:17 guidelines, or brand guidelines, or simply brand manual. 0:19 Despite making something you're proud of, just know 0:24 that it won't last any time at all 0:26 if you don't help your client know how to live with it, and to grow with it. 0:27 That's where the guidelines come in. 0:31 The guideline document isn't meant to be a straightjacket, but 0:33 rather a springboard to properly use and excel to brand elements. 0:36 Guide your client through the document, don't just tell. 0:40 It's also important to understand and 0:44 communicate why the guidelines are being produced, 0:46 who will be using the guidelines and what they will gain from using them. 0:49 Be clear when delivering where it can be accessed in the 0:53 future, whether via e-mail or housed online at a brand asset site. 0:55 The best application for building a brand guidelines document is InDesign. 1:00 With InDesign, you can create simple section dividers that can act as chapters. 1:05 These sections will help navigate the entirety of the document. 1:09 Use the Master Pages feature for setting up these chapter pages. 1:12 Also include a table of contents page, with 1:16 a numbering system to help find specific line-items faster. 1:19 InDesign makes pagination and numbering a total breeze. 1:23 Be as comprehensive as possible. 1:27 Imagine getting all this for yourself. 1:29 Leave no stone unturned and really let your client know you care and understand. 1:32 The more bits and pieces you leave open for interpretation, the 1:37 more your client has to find design solutions for those problems. 1:40 You are the designer. 1:44 Make those decisions and document them in the brand guidelines. 1:46 And just keep in mind, no matter what, your work 1:51 will be mistreated and defaced every once in a while. 1:53 Sometimes there's nothing you can do. 1:57 But that's rare. 1:59 Finally, consolidate and prepare your final brand assets for your client. 2:00 Save vector files as .eps, .svg, and Illustrator files. 2:04 Feel free to also send along high res PNGs and JPGs. 2:09 Save color palettes as .ase files, as well as 2:12 simple squares in illustrator to open an eye drop. 2:15 Don't include actual font files, that breaks 2:18 the end user license agreement and is illegal. 2:21 Instead, point them to where they can purchase their own copy and license. 2:23
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