Brand Visual Design Manual
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Brand Visual Design Manual
Free and premium plans. Free and premium plans. Free and premium plans. Premium plans and free trial. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. You may unsubscribe from these communications at any time. For more information, check out our privacy policy. You have been subscribed. Update to the latest version for a better, faster, stronger (and safer) browsing experience.Get the Templates These branding rule books help graphic designers, marketers, web developers, community managers, and even product packaging departments all stay on the same page, and present a unified vision of the brand to the public. Check them out below. Brand guidelines can dictate the content of a logo, blog, website, advertisement, and similar marketing collateral. Chances are, you've learned to recognize them because of the consistency across the messaging -- written or visual -- these brands broadcast. The same brand colors are reflected across them. The language sounds familiar. It's all very organized and, while not rigid, it's cohesive. A mission statement ensures every piece of content you create for your brand is working toward the same goal -- and, ideally, strives to solve the same problem for your customer. It can include details related to your customer's age, gender, job title, and professional challenges. For this reason, your buyer persona should also appear in your brand style guide. Your buyer persona is your target audience, and therefore stipulates for whom your brand publishes content. Your color palette can be as simple or as elaborate as you want, so long as your brand doesn't deviate from the colors you choose to include. While the first two colors of your color palette might govern your logo, for example, the next two colors might support your website and blog design. Another two or three colors might be the basis for all your printed branding material.
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These codes consist of numbers and letters to help you recall the exact shade, brightness, contrast, and hue you want associated with your brand, so your colors don't gradually drift in appearance as you create new content. You can find color codes using most photo-editing or design software that comes standard on your computer. Learn more about finding and committing to color codes in this blog post. This component of your brand style guide can have strong implications for your PR team, as well as the people who write articles, scripts, blog posts, and website copy for your company. However, a brand's editorial style guide can also go into much deeper detail about your buyer persona: what they like to read about, where they read it, their general reading level, etc. Typographic guidelines can support your blog design -- which font you publish articles in -- the links and copy on your website, and even a tagline to go with your company logo. Naturally, the company's style guide is too. The brand's style guide includes the company's mission statement, product details, typeface, logo variations, a color palette, and a separate set of guidelines just for advertisements. Click the link below to see how much you can manipulate the brand. It's the perfect way to show content creators how creative they can get but also still adhere to Ollo's specific typeface and color codes. Skype, now owned by Microsoft, focuses primarily on its product phrasing and logo placement. Spotify's color palette includes three color codes, while the rest of the company's branding guidelines focus heavily on logo variation and album artwork. The style guide even allows you to download an icon version of its logo, making it easier to represent the company without manually recreating it. The company also includes a large color palette with each color sorted by the product it should be shown on.
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These guidelines help to show not just how the brand's logo will appear, but how the company's various storefronts will look from the outside to potential customers. However, the company isn't shy to include information about its ideal consumer and what the brand believes in, as well. The company's brand guidelines include nine color codes and tons of detail about its secondary logos and imagery. The company begins its guidelines with a thorough explanation of its mission, vision, story, target audience, and tone of voice. Only then does the style guide delve into its logo positioning on various merchandise. The business has a separate webpage for just that. It shows you dozens of contexts in which you'd see this school's provocative logo, including animations. Nonetheless, the brand does a fantastic job of breaking down every last color code and logo placement you can find -- from the building itself to the advertisements promoting it. The company organizes its brand style guide into four basic parts: voice, design, photography, and partner. The latter describes (and shows) how the brand interacts with partner brands, such as Star Wars. The company offers a simple set of rules governing the size, spacing, and placement of its famous capitalized typeface, as well as a single color code for its classic red logo. And yes, NASA's space shuttles have their own branding rules. You are using an outdated browser, we recommend you upgrade your browser for a better and safer experience. Brand guidelines are, in essence, your owner’s manual on how to “use” your brand. These guidelines will be referenced by everyone who touches your brand, internally or externally, and will often be partially reused in future brand identity revisions. Because of that, it’s important that you define enough of the guidelines to keep your brand consistent, but keep them short enough that contributors can actually digest all of the rules.
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Whether you’re looking to produce a document that’s fairly straightforward, or complex and in-depth, you should find a resource in this list. Take a look at the following screenshots and demo video they put together with some of Content Harmony’s design styles: Optus is a cellular services provider in Australia, so you may not be familiar with their name or brand. As a result, take this as a great opportunity to explore a new brand without bias. This is a great use of industry concepts to build coherence throughout their brand guidelines. In this example Asana also goes into the ratio and origin of where the three dots come from (hint: it’s the counter of the “a” in Asana). They even wrote an in-depth Medium article about the process and symmetry of the three dots. This is a very straightforward example, and honestly, it doesn’t need to be more complicated than this. Subtlety may be one of their strengths, but they went purely bold throughout all of their brand guidelines. Creating a custom font isn’t easy, it needs its own style guide, and that’s just what was done for Macaroni Grill. Also of note, SocioDesign did an excellent job creating a rich brand presence through bold serifs and copper colors via web, and foil via print. The easier that you can either make things to use or readable, the better it is for your users. So, to help parents and leaders maintain the brand integrity it’s important to demonstrate the appropriate usage.Pentagram did an incredible job reflecting their brand through the products.Gretel has some beautiful transitions mixed with textures, lines, photos and text in their case study. The use of duotones photos has become a huge trend, courtesy of companies like Spotify. If anything, you can walk away with ideas of how to control the way your UX is designed, and some simple.gifs included in your brand guidelines.pdf is a great solution. Also, once the user clicks on the desired portion, those pages are very clean and visually legible.
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Thus, it’s very simple and translates well across all media, so there’s not much hand-holding to do. With large examples of company logos, typography, icons, and more, OntraPort definitely set up for success. Even after you’ve made your in-depth brand guidelines, please make a one-sheeter for everyone within your company. You need to make sure you’re saying “the right thing.” Using a CTA depends on the product and where you’re advertising, and Amazon went as far as giving examples of both on-site and off-site ads in the brand guidelines. This is a great example of speaking to those reading your brand guidelines like a human. Kudos. They clearly went through and extensive process to lay their ground rules: so much so, that they color-coded their voice guidelines. That’s a technique I hadn’t seen before. Who knew color-coding could be innovative? So, it only makes sense that their voice and tone would be supportive and uplifting. There’s nothing like getting a big ol’ slap on the back from your software. Although this event may be known for something else, this branding identity won’t soon be forgotten, because of the bold brand identity of the Olympics. It’s remarkable how the design team was able to transfer the heavy line design throughout the Olympics, from the stadium design to apparel design. Rather than shrinking and dissecting their logo, they blew it up to create unique negative space that would be hard to conceive otherwise. If you click on Sean’s link, you will see the versatility of the logo through the images and colors he applies. Sort of a has a mid-80’s MTV feel, fast-forward to today. Including the Golden Ratio is something I wouldn’t have thought about, but it’s clear (especially in the lower left layout) how much of a difference it can make. He went through a very thorough branding process just to show how well the city of Miami could be represented by a new addition.People will have questions, they always do.
These are very forward-thinking, financial-based brand guidelines that many conservative companies can use as a jumping-off-point. In Jones Soda’s case, they are using this as a guide to show the three primary color IDs (Pantone, CMYK, and RGB) to help maintain the branding across all of their brand mediums. Companies often separate their products from their brand guidelines, but Superbig Creative found a seamless way to combine everything into one. Please feel free to follow the links I have provided to the either the companies or agencies to see some other amazing projects. When you’re ready to expand beyond that, Graham “Logo” Smith provides us with a free 14 Page Brand Identity Guidelines Template to get you started.Maybe one that you worked on? Simon obtained his B.A. in Graphic Design from Minnesota State University. Thanks for featuring my work on your site! It includes a series of ready-made folders where you can upload and share logos, layout instructions, executive team photos, and other brand related assets. So gonna use this! Its very informative post. I really appreciate. Brand Identity Recently came across too. It’s very informative and inspiring. Asana definitely sticks out as the best one for me. I love the color palette they chose. Post Comment. We developed a brand that truly reflects its pioneering attitude and ambitions. He returned to his city's 19th century roots to invent a concept that would reinforce the pride of a community in a serious slump. Start with a brand guidelines template and a few of these helpful guidelines tips. Museum Exhibition Design Design Museum Identity Design Visual Identity Identity Branding Corporate Identity Corporate Design Brochure Design Website Proposal Orbital Visual LLC Orbital Visual LLC located in Columbia Heights, Minnesota, where It's principal, Tim Tourtillotte is the brand identity strategist, consultant and designer.
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Corporate Design Corporate Branding Brand Identity Design Logo Branding Branding Design Brochure Design Logo Guidelines Design Guidelines Web Design Mobile Image result for schiphol visual identity Pinterest Explore Log in Sign up Privacy. Focus on providing high quality design services such as logo design, branding, web design and lettering. Learn how to build your own style guide, and what you need to include. Learn how to build your own style guide, and what you need to include. Learn how to build your own style guide, and what you need to include. Learn how to build your own style guide, and what you need to include. Web Design Book Design Layout Print Layout Editorial Design Editorial Layout Brochure Layout Brochure Design Brand Identity Design Branding Design Mash Creative - Black Watch Global Identity Guidelines. They're currently building a new whiskey distillery in Dublin in an old distilling area - the city's first in 125 years. There are very few distilleries in Ireland compared to other countries: where once there had been hundreds there are now a handful of very large ones. Web Design Graphic Design Layouts Brochure Design Graphic Design Inspiration Book Design Creative Design Print Design Brand Identity Design Branding Design Portfolio: PinkBlush Maternity by Matt Yow PinkBlush is an online-exclusive maternity and fashion wear boutique based out of California. Graphisches Design Book Design Cover Design Print Design Editorial Design Editorial Layout Graphic Design Layouts Graphic Design Typography Branding Design Pinterest Explore Log in Sign up Privacy. A glimpse of the swoosh and you know it’s Nike. The golden arches represent McDonald’s. Same goes for Apple’s half-munched apple. It’s in their colors, imagery, fonts, tone, and even the feeling you get when you see one of their ads. No commitment, no credit card required. They come in the form of a physical or digital booklet filled with examples of what to do and what not to do.
Asana helps people understand the “why” behind their branding by explaining their choices, including the logo’s three dots. That’s why Nusr-Et included product photography in their brand guidelines. Especially in meat photos, the texture and thickness should be easily seen so that viewers can immediately tell that it’s high quality stuff. If you’re thinking of starting a restaurant, you can even use it as a brand guidelines template for your own business. Blue-grey, pastel pink, and nude act as supporting colors that can be used for various design elements and backgrounds. Their grand guidelines also show how the brand wants to display its promotional content. Everything from the logo to the store environment is refreshed to appeal to modern consumers, making Urban Outfitters one of the best brand guidelines examples to follow if you’re interested in staying hip and relevant. Because Carrefour is in the food retail industry, this is an excellent approach to take in their goal of becoming recognized and respected for their dedication to customer service. It explains the important role its logo plays in identifying its brand, and how to combine the logo with the watermark in different contexts. It has exceptional attention to detail and use of examples to illustrate each point. They also paint a picture about what you shouldn’t do. If you’ve addressed this in your brand strategy, explain specific scenarios and uses for different colors, fonts, and imagery. These rules apply to multiple channels, including web and print content, emails, and internal employee events. Use your brand colors and fonts in section headings, as well as in your explanations and descriptions. The company extended this looped line throughout the brand guidelines document to create a visual flow while enforcing the visual identity. Where there’s a search bar, just type “brand guidelines” to see portfolios from available designers.
Every little detail counts, from your primary color all the way down to the font you use in your company emails. Guidelines are especially helpful if you partner with other businesses that will be using your visual brand elements, like in promotions and advertisements. No commitment, no credit card required. As a seasoned digital nomad, her trusty laptop is her best friend. You can unsubscribe any time. Entrepreneur Definition and Meaning By using our website, you agree to our privacy policy. It also tells everyone exactly how to communicate your brand. So how do you create a brand style guide. We’ll show you how in five steps! Put another way, it’s a reference tool that helps maintain consistency in what a brand looks, feels and sounds like. It’s so powerful that some people even call it a brand bible, but don’t let that intimidate you—those are just different names for the same document. It’s how the world recognizes you and begins to trust you. If you see someone change how they look and act all the time, you won’t feel like you know who they are, and you certainly wouldn’t trust them. Now imagine if that same person walked into work one day unshaven, wearing cutoff jeans and sporting a new tattoo of a tiger riding a motorcycle through flames. It’d probably feel uncomfortable because it’s not what you’re used to. You might even check in with him to make sure everything was okay. A style guide is important because it helps your business communicate in a consistent way across all teams and channels. There are five key components: mission, vision, target audience, brand personality and core values. All the other parts of your brand style guide are tangible elements that communicate those key components to the world through design. These can be big (you’re going to change the world) or small (you solves a small, annoying problem), as long as they’re true to your brand.
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If you’ve done market research, include any insights that could help your team communicate more effectively to your customers. Here’s a deeper guide on how to define your target audience. This will set the tone for both design and writing. Are you sophisticated or quirky. Classic or trendy? Ask your team for input and perspective. Tip: It can also be helpful to list 3-5 adjectives that your brand is not.Memorable values will make it easy for your team to stay on-brand. Prep for your brand style guide by saving reference points that feel on-brand. For 99designs’ rebranding process, each team created a Pinterest board to show what the core values meant to them. This is a great exercise that gets multiple people at a company involved and helps to create buy-in. Collect examples of successful ads, emails, mailers, etc. Keep track of recurring feedback. If you notice you’re giving the same note to your writers and designers, it might be something useful to add to your style guide. You may end up using some of these materials in the imagery or brand voice sections of your guide. Choose a designer who communicates well and makes you feel comfortable. Brand design is a process of discovery, and your designer will be your partner in that process. She may have ideas or offer input that you hadn’t considered. These should be the first things you prioritize with your designer. Some of this may already be created (like your logo). But for others you’ll want to go back to your inspiration boards. A designer will help you take those moods, feelings and images and turn them into tangible brand elements. A simple summary will give people insight into the heart and soul of your company, which will help them understand how to represent your brand. Or you may choose to only share some of that publicly. Everything else in your brand guidelines should hold true to these fundamental components. This section of your brand style guide ensures your logo is used in the way you intended.
It also prevents mistakes—like stretching, altering, condensing or re-aligning—that could send the wrong message. Check out 99designs’ guidelines for using the logo. Most brands choose four or fewer main colors and don’t stray too far from the hues of their logo. It’s a good idea to pick one light color for backgrounds, a darker color for text, a neutral hue and also one that pops. Heineken follows this rule of thumb to a tee. Make sure to include the information needed to reproduce those color accurately, wherever your brand message goes. Your brand needs will dictate whether one typeface family will meet all your needs or if you want to define multiple brand fonts. A good rule of thumb is to use a different font than the one in your logo, since the contrast will help it stand out. A seasoned designer can guide you through this process. No matter how simple or complex your typography scheme is, make sure it’s used in all the right ways by explaining the choice and giving clear instructions for use. When it’s your company, you have a natural instinct for which photos and illustrations are right for your brand. The imagery section in your style guide will steer everyone else in the right direction without adding more approval to-do’s for you. You might even use some of the inspiration points you gathered to prep for your style guide! Make sure you address the main ways that your company communicates, whether it’s a print catalog or an Instagram account. This will still give your team a sense of the style to align to, plus it never hurts to aim high! Just like with imagery, you can approach this in a few different ways. Use that to describe the type of language that is on-brand. Pick words you like and words you don’t to clearly demonstrate what your brand voice is. You probably need to codify how you layout images on your website. Perhaps you need packaging guidelines that explain when to use the product name and when to use the company name.
Then you might want some guidelines on the types of imagery you use in your posts. Start by making a list of any additional elements that you will need to cover in your guide. Here’s a handy checklist to get the ideas churning: This will help determine the structure of our guide Here’s what we make and do. Ooh how pretty! You and your designer should connect on any specs (landscape vs.You’ll want to make sure that essential information is easy to find (perhaps via a table of contents?) and very clear. You will end up learning what works as you use it, and you can always add to it or adjust the information. The most important thing is to set a solid foundation by creating one. Then calendar time to review and revisit and refresh your style guide. You can do this one month, a quarter, or a year after finalizing the guidelines. A strong brand tells the world why they should choose you over all the other options on the market. A brand style guide tells your team how to stay true to that brand. It all depends on your business needs. The important thing is that it lists all your basic brand elements and can act as the singular point of reference for any future design project. And how to create a brand marketing strategy. Just wanted to call attention to a minor correction: Fixed it. After you or your contractor have spent a significant amount of resources crafting the visual identity of your company, it is only logical to come up with a set of guidelines that ensure the assets you’ve created are preserved and used effectively. And that’s exactly what a strong brand style guide does: present rules and advice that anyone working with your brand’s assets can follow to make sure the identity is communicated cohesively. Throughout this article, I’ll introduce 30 great examples of brand style guides, also called guidelines, brand books, or brand manuals.
As a web-focused company, their brand requires detailed digital specifications that are covered in this always up-to-date style guide. Nasa’s brand book remains an inspiration for designers of all ages and skill levels. There are so many potential identity applications, going from napkins to full-sized airplanes, that every design choice is particularly challenging — therefore that much more exciting. That is exactly what Instagram’s public-facing brand guidelines try to preserve: cohesion. Such is the case of Bacardi Rum, where Here Design relied on the original founding family’s history to propose a set of iconic symbols and robust guidelines. For the team behind City of Toledo, the answer was fine art. Distinctive painters like The Greco can be a great starting point for color studies, and these guidelines show what such a process might look like. These brand guidelines excel at explaining how that custom type family is used. An outstanding aspect is how they infuse these seemingly internal documents with a casual voice that fits their brand personality. Case in point: “We call the space around our logo the red zone. Please don’t put stuff in it.” These guidelines address the challenge of communicating it uniformly. For Medium, a platform that redesigned the online reading experience, the pressure is on to elevate typography and uphold superior layout standards. This style guide is the result of that effort. In their own words, “with the arc of a vintage CinemaScope and the signature Netflix red, (their) wordmark is iconic.” And so are these guidelines. They define that expression’s meaning thoroughly in the context of the brand’s signage, spaces, and personality. It summarizes key points so that team members and partners can quickly refer to them when needed. With this strong style guide, Macaroni Grill makes sure its brand not only tastes but looks delicious.
The New School’s “ DIY Services ” section is a great resource to guarantee that brand material is cohesive no matter where it’s coming from: both in-house and external staff can download all kinds of visual assets to streamline their workflow. This online guide shows how to properly use the type family in conjunction with color and supporting imagery. Kate Spade designed a brand book that’s full of vibrant moodboards, bold quotes, and inspiring imagery throughout. Such was the challenge that FIU set out to resolve with this digital style guide. Understanding this, the Children’s Cancer Institute created a dynamic guide full of graphic style examples and useful applications. This playful brand book captures the lively, colorful identity of a location that welcomes visitors from all over the world. Campus is Google’s global network of coworking spaces, and this visual identity had to reflect the intense level of creative activity within their premises. This active set of symbols enable the brand to capture attention and social shares. It beautifully displays all kinds of graphic standards for brand applications unique to the New York Metro. The Magic Comes to You. When you purchase through links on our site, we may earn an affiliate commission. Learn more The reason for their existence is to ensure complete uniformity in style and formatting wherever the brand is used. They cover everything from how and where the logo is used to the brand colours and typography rules. Read on for a closer look at the best design style guides around, to inspire you when you create your own. And if you haven't yet created a logo to write your style guide about, then don't miss our post on logo design. The best VPN services for artists and designers 01. Uber Uber's online guidelines are a masterclass in how to craft a comprehensive design style guide. The rules are easy to navigate through and offer plenty by way of examples and explanations.
The well presented online guide covers everything from typography to app icons and how the branding can be used in motion. This is what a modern design style guide looks like. 03. Apple Human Interface guidelines Apple's human interface rules are nothing if not comprehensive. The 42-page guide covers everything from Urban Outfitters' history and philosophy through to logo usage, typography, photography methodology and guidelines on the tone of voice to be used in communications. 05. I Love New York Milton Glaser's I Love New York logo is a wonderfully simple and iconic piece of design, so you might not expect there to be a 50-page set of brand guidelines attached to it. However there's more to I Love New York than Milton Glaser's logo; that's just the most memorable aspect of a campaign launched in 1977 and refreshed in 2008. The scrupulously detailed brand guidelines cover all the bases for a campaign that represents the whole state of New York and not just New York City. The manual was revived in 2015 thanks to a Kickstarter campaign to fund its reissue. Jesse Reed and Hamish Smyth's glorious new 220-page version of the case-bound NASA document comes with 'static shielding' packaging and is available for purchase. 07. British Rail Certain members of the Creative Bloq team have spent hours poring over the British Rail corporate identity manual and it's easy to see why. Epic levels of obsessive behaviour abound in the guide, which dates back to 1965, and some of the pictograms are a delight. Want to own your own copy. You're in luck; after a successful Kickstarter campaign, designer Wallace Henning has created a high-specification recreation of the original manual that you can order now; find out more here. 08. Channel 4 Channel 4's comprehensive style guide leaves no room for confusion on how its brand is used. The guide is 46 pages long, each of which is clean and clear, stating a single guideline per page, often accompanied by a graphic for visual reference.
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