Brand Guidelines: Part 23:26 with Matt Yow
Now 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. 0:00 First, is the brand story and strategy. 0:03 Remember all those fun things we learned about your client? 0:06 Now the's time to bring it all together in a presentable and fresh 0:09 way that your client will remember the amazing process and feel that connection. 0:12 There was an incredible value in that time and research. 0:17 Make it known here. 0:20 Perhaps, even showcase the creative brief as a 0:21 means of reflecting back at the new visual brand. 0:23 Hopefully, the two look very similar. 0:26 Next is the master logo. 0:28 Sure, your client has seen the process and the success of the logo so far, 0:30 but now it's time to set the standard 0:34 on configuration and variations, if there are any. 0:35 Also, be very sure to include references for 0:39 clear space around the logo, and minimum size. 0:41 In addition, include the specific color profiles that make up the logo. 0:45 The last thing any designer wants to see is their 0:49 logo in the wild, with changes in the color, and arrangement. 0:51 With examples of what to do, and what not to do, there will be 0:55 much clearer direction for your client and 0:58 potential future designers that work with your logo. 1:00 Typography is next. 1:03 We chose typography for the brand. 1:05 Now help your client access the license and 1:07 familiarize themselves with the capabilities of a well-designed font. 1:09 Of course there may be more than one family, so show examples 1:13 of which weights work best, and how each style will be paired. 1:16 Be specific on hierarchy. 1:20 Clarify point sizes, weights, and purpose in the typography. 1:22 We spent all that time being very selective with the color. 1:27 Now we need to document the details. 1:30 Include in the document the four primary 1:32 color profiles, RGB, Hex, CMYK, and Pantone. 1:34 That's a great way to start the color 1:39 section, but also include pairing multiple colors as necessary. 1:41 It's surprising how a great palette can look 1:44 horrible when a non-designer rearranges the color hierarchy. 1:46 Be sure to also include a sentence or two about how RGB won't 1:50 print well, and that CMYK may look different on screen than on paper. 1:53 Each color profile has a unique purpose. 1:58 The rest is still important but moves a little faster. 2:02 Showcase your secondary visual elements 2:05 like icons, patterns and photographic styles. 2:07 Just like typography and color, show them in context, 2:11 be precise on application, scale and relationship between elements. 2:14 Right now, you're setting a beautiful stage. 2:19 Now to mention the brand tangents. 2:22 This includes additional items as necessary, like 2:24 grids, stationary, merchandise, signage and email signatures. 2:26 If there are business cards to make, don't just make 2:32 one or two, but make a system that can grow. 2:35 Make a template that your client can use to add new team members without 2:37 having to ask you every month to make edits to their business card design. 2:41 The same goes with email signatures. 2:45 Continue showing examples and reinforcing the 2:47 success of the brand that you've built. 2:49 If you are moving to web, interactive elements are next. 2:51 You can show the new brand living online, display your work 2:54 here, the typographic hierarchy, the color pairings, any icons or patterns. 2:58 The interactive elements may include hover states or button actions, 3:03 things that move or interact with users on the web. 3:06 All of this information and documentation should 3:09 be styled to look good and make sense. 3:11 Be sure to exercise the new brand design within the guidelines document itself. 3:14 Make it fit and feel the brand. 3:19 Write a quick conclusion and high five, you're done! 3:21 Almost. 3:26
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