What wil
the company use their branding guidelines on?
Are the guidelines short, and respectful to the user?
Do the guidelines have a balance of structure and flexibility?
The visual identity can't
begin without kno',ving the
background Of the brand,
and where it intends to go.
Giving the brand a personal-
ity and beliefs makes it
approachable u:' consumers,
Strategy
Are the guidelines scalable?
Logo
Treat-
ments
This may
include
stacked,
horizontal,
small and
large ver-
sions, It may
also cover
different
colour
amounts.
How to write
What
not
to do
Treatments
such as logo
rotation,
embossing,
colour varia-
lion and glow
effects are
examples
of what you
may want
to avoid.
The
Logo
Spacing
Giving a
space around
the logo is
imperative to
getting maxi-
mum impact,
Supply a
scalable unit
that can be
used in many
scenarios.
The
Brand
Colours
Supply
CMYK, RGB
and Hexadeci-
mal values ot
the intended
hmse cx)lours.
Cusider what
their associa-
tive colours
are too.
House
faces
You may give
examples of
header fonts,
secondary
fonts and
body fonts
along with
possible
leading and
tracking
properties.
Types
of Grid/
Layouts
Any graphic
and linear
elements that
are associ-
ated with the
brand may
require cer-
tain margins
in order to
maintain
consistency.
The
Brand
Imagery
Giving exam-
ples of styles
01 imagery is
crucial to
maintaining
brand con-
sistency m.
Remember to
allow flexibil
ity tor brand
evolution.
Visual
Identity
These are all the ele_
ments that you will use
to express What your
brand is about, and
what it stands tor_ Out-
lining these in the
guidelines is absolutely
necessary if you want to
achieve consistency
within your brand,
Brand
Person-
ality
Your person-
ality might be
corporate and
professional,
or it might be
laid-back,
Having
personality
will help make
your brand
approachable.
branding
Having a Strong brand
tone that is expressed
primarily within written
media needs to be Out-
lined to coincide with all
the visual material.
Brand Tone
Market
Posi-
tioning
This will be
sour measure
into Whether
or not your
brand is
successful.
Knowing
where you
want to be
gives your
brand a goal.
Copy-
writing
Tone
This covers
all copy,
including
websites,
advertise-
ments and
brochures,
The
Brand
Beliefs
Having beliefs
that work
alongside
your brand
personality
and market
position
humanises
and builds
company
character.
Social
Media
Tone
Keeping tone
is crucial in
increasingly
important
Social media
Sites such
as twitter.
guidelines
Designed by elevatelocal.co.uk
References: Smashing Mag. Ben Gilman, Oxfam
skiilight.com