brand identity manuals pdf

brand identity manuals pdf

Here are some for reference. Website Style Guide Resources. Corporate Identity Portal. Thanks so much for sharing. Definitely bookmarking it. Thanks. But I was wondering if anyone here charges additionally for the style guide. I would include it on larger projects that are fully funded but not for smaller ones. Would be good to hear others on this. Not designed by Peter and very clearly just for and controlled by the athletics department. It is one of the better animal identities because it is not growling or waving a fist or too cartoonish.But only for presidents stationary and diplomas, etc. It uses an altered version of a Gerard Unger typeface. Skeptical that these were all done internally, but I’ve been known to be wrong before. Thanks! This was a great blog post to come across for reference. Thank you! Great collection of brand books, thanks! Thank you! I send here another contribution.:) We used these to create our creative agency’s first complete Branding Guidelines: At what level of a brand do you think this is necessary to include with a logo design. All cases? I feel like the company paying for the branding has to want it. David, do you include brand style guides with all the brands you develop? Generally, the bigger the company, the greater the need, because more people will want a say in how the design is implemented. As a small and growing business made me think more about our own branding and in house style guides and how we should do it! I see it wrong in many places, even in places you would assume they’d know what they are doing. On the other hand, what the site Twitter has about their guidelines is quite thorough and complete. Im looking for BCRF, MMRF, Susan B Komen, American Diabetes Association. Basically the larger charities that are more complex. Online version: I tried to find a full PDF but this is all I got. Enjoy. It’s a one stop shop with a great peak into the professional world of guidelines and logos.

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These lists really help to give me a head start and are an excellent learning source. I am currently a design student looking for great design blogs to learn from and to gain more knowledge. More than only branding: Then you had the UVA brand identity guide. Do you still have that link? Thanks! Big thank you. I’m a prof at U of Louisville (No. 71 above). Rather embarrassing that a sports marketing firm designed our visual standards and simply used the sports mascot (a toothed bird) for the entire university. Without the sports mascot emblem, there is little unique, memorable or distinctive in the typography. I use this in my visual identity classes as a “counter-example” of good design thinking. 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. 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.

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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. 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.

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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.

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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. Free Trial Advertising and Design Apparel and Fashion Art Automotive Aviation Baby and Children Bank and Finance Beauty Building and Housing Business Service City and States College Communication Computer and Phone Consultation and Consultant Country and Region Education and Training Electronic and Electricity Energy and Environment Entertainment Events and Conferences Food and Agriculture Garden and Park Government Hospital and Healthcare Hotels and Restaurants Industry and Manufacturing Insurance Interior and Furniture IT Malls and Retail Media Network Official Organization Political Organization Profession Association Public Organization Religious Group Safekeeping of Security School Scientific Research Software Sports Technology Transport and Logistics Travel University Website Unclassified Brand Identity Design Collection BrandEbook.com FAQ About Us Contact Us Submit Your Brand Privacy Policy Upgrade to Premium Membership You can preview and download the pdf files. All rights are owned by the authors and the brand owners, not allowed for other purposes. But it is only for special members. We defined, named and designed the brand, then brought it to life on and offline. The bright, vibrant design helped redefine the health food category.

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Id Design Layout Design Cover Design Brand Identity Design Branding Design Museum Identity Mystic Seaport Brand Manual Corporate Identity Making Waves Opinions on corporate and brand identity work Brand Guidelines Design Brand Identity Design Branding Design Brochure Design Hotel Branding Branding Agency Identity Branding Visual Identity Brand Manual Salary Finance - Branding a fintech start-up - Ragged Edge We defined and created a brand for this ambitious start-up, aimed at helping money do more good to more people. A brand for people, not numbers. Brand Guide Brand Style Guide Ep Logo Brand Guidlines Online Mortgage Web Design Graphic Design Print Design Brand Book Trussle rebrand - 'The Home of Home Ownership' - Ragged Edge We rebranded online mortgage broker Trussle as the 'home of home ownership', helping everyone enjoy the journey of owning a home. Pinterest Explore Log in Sign up Privacy. 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.

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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. 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.

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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. 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.

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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. By using our website you consent to all cookies in accordance with our cookie policies included in our privacy policy. In developing a brand and a visual identity for an organization, you are responsible for the narrative and story of why the brand exists and the purpose behind it. By walking intentionally through this Brand Guide’s steps, you will be able to much more effectively plan out a brand that not only looks aesthetically pleasing, but also speaks to the greater purpose of the company as a whole. By joining I agree to the Visme Privacy Policy and Terms of Service Proudly made in Maryland.Proudly made in Maryland. Please upgrade your browser to improve your experience. You can’t just pick a few colors and slap together a logo. You need to approach your design strategically. This requires deep thinking, a team with strong communication and design skills, and an intimate understanding of your brand. The good news is that while this may seem intimidating, it doesn’t have to be. With the right guidance you can move through the process effectively and produce a truly great brand identity. Luckily, we can provide that guidance. Here, you’ll learn everything you need to know about designing a brand identity, along with our best tips and tools to do it. But before you start sketching out your logo, let’s start with some brand identity basics. What Is a Brand Identity. Is it your logo? Your color palette? Your infographic style. It’s all that—and more.

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Branding pro Marty Neumeier defines a brand identity as “the outward expression of a brand, including its trademark, name, communications, and visual appearance.” To us, a brand identity is the sum total of how your brand looks, feels, and speaks to people. (Sometimes that even includes how it sounds, tastes, feels, and even smells.) Ultimately, a brand identity is a way to communicate with the world, differentiate yourself from your competition, and create a brand experience that encourages people to engage with you. Some brands elevate brand identity to an art (think Apple, LEGO, or Levi’s ). Some brands make it their entry into the playing field (think Warby Parker or Casper ). Unfortunately, some (okay, many) brands struggle because they don’t know who they are or don’t know how to communicate it effectively. (Not sure if your current brand identity works for you. Here are 9 signs it doesn’t.) Regardless of where you fall on that spectrum, one thing is sure. If you want to be a competitive and successful company, crafting a strong brand identity is mandatory. When you can successfully communicate who you are, you can better communicate with people and form the strong relationships you need for long-term success. What Does a Brand Identity Include. A logo and a color palette alone do not make a brand identity. When designing your identity, you need to create a comprehensive visual language that can be applied to everything from your website to your packaging. Depending on your brand (and the type of content you plan to create), your needs may be more expansive, but a basic brand identity includes: Logo Colors Typography Design System Photography Illustration Iconography Data visualization Interactive elements Video and motion Web design Remember: Your brand identity should translate across mediums, so include everything you need to make sure it does.

The Keys to a Strong Brand Identity That said, just because you design those elements doesn’t mean they’re effective. A strong brand identity needs to work for everyone, both your internal team (e.g., brand ambassadors, content creators) and the people who will interact with it (e.g., customers). As you embark on the design process, make sure your brand identity is: Distinct: It stands out among competitors and catches people’s attention. Memorable: It makes a visual impact. (Consider Apple: The logo is so memorable they only include the logo—not their name—on their products.) Scalable and flexible: It can grow and evolve with the brand. Cohesive: Each piece complements the brand identity. Easy to apply: It’s intuitive and clear for designers to use. If any of these elements are missing, it will be challenging for your brand team to do their job well. How to Build a Brand Identity To demystify the process for you, we’ve crafted this step-by-step guide to build a brand identity. The process can seem intimidating, but we’ve been through it many times with our creative partners (and through our own rebranding), so we know firsthand what mistakes to avoid, and how to make it easier on everyone. If your brand is in its early stages or preparing to rebrand and not sure where to start, follow these tips to move through the process seamlessly and build a stronger brand identity that sets you up for success. Step 1: Complete Your Brand Strategy Your brand strategy is a detailed plan that outlines exactly what you’re trying to achieve and how you’re going to achieve it. It is comprised of your: Brand Heart (purpose, vision, mission, values) Brand Messaging ( brand voice, personality, tagline, value prop, brand messaging pillars ) Brand Identity (logo, color, typography, etc.) Your brand identity is really a tool to help you communicate your brand visually, thus supporting your brand strategy.

As such, before you dive into your brand identity, it’s important to have a fully fleshed out strategy. How to Do It To design a strong brand identity, you need to complete the foundational work of your brand strategy, specifically your Brand Heart and Brand Messaging. These help you understand what it is you’re trying to communicate so that you can design a brand identity that successfully does so. If you don’t have your brand strategy documented (or have never gone through the exercise), follow our stress-free guide to creating a brand strategy, and download our free Brand Strategy Toolkit below. Once you’ve documented your brand strategy—and received approval from leadership—you can focus on brand identity. Step 2: Dig Into Your Current Brand Identity When you begin a branding project, you want to approach each phase from a philosophical and highly critical standpoint—inspect, poke, and prod until you get to the core of your brand. Whether you’re building your brand identity entirely from scratch or updating a stale identity, you need a full assessment of: The current state of your brand’s identity How that brand identity might be crafted or tweaked to align with your goals going forward The goal is to understand how your brand is perceived, both internally and externally. Getting an honest and accurate reflection is the only way to understand how and where you’re succeeding or how you need to course correct. How to Do It Start with our Brand Audit Questionnaire. This survey is a deep dive into every aspect of your brand, from your values and personality to logo and positioning. Distribute the questionnaire to your internal team. You may also need the perspective of: Brand Employees Stakeholders Customers While completing this questionnaire may be laborious, it’s crucial to build the foundation upon which your visual language will stand. Example: Brand audit responses provide valuable insight for our designers.

Step 3: Know Your Personas Your brand identity is the “face” that interacts with the entire world. Whatever you create should accurately communicate who you are. However, one common misconception is that a brand identity is exclusively informed by what your brand wants to present. This isn’t entirely true. It’s also informed by what your brand’s customers want to engage with, or are accustomed to interacting with. If your identity doesn’t resonate with them, it won’t be effective. This doesn’t necessarily mean your brand’s customers will choose your logo color; it means that you will make more effective design choices once you understand their needs, wants, and values. How to Do It To understand who you’re trying to reach, try this easy exercise to create personas that represent your different target segments. These personas identify both demographic and psychographic information that gives you insight into who these people are and what drives them. Beyond your primary audience (customers), you also want to consider how secondary or tertiary groups might perceive your brand (e.g., other brands or potential employees). This information can also influence your design decisions. Step 4: Identify Your Competition Building a brand identity is all about differentiation: making your brand visible, relevant, and unique. However, without a firm understanding of your competitive landscape, it’s easy to blend in. Thus, it’s crucial to understand not just who your competition is but how your brand compares, in perception and presentation. How to Do It To get a snapshot of the competition, follow our guide to complete a competitive analysis. As you move through the process, pay special attention to how your competitors present themselves in terms of common visual elements, trends, industry-specific visual themes, brand personalities, etc. For example, we once did competitive research for a brand and found that all of their competitors used the exact same four colors.

This isn’t uncommon, as many industries tend to gravitate toward the same visual elements (think Netflix and YouTube’s red color), but it revealed a great opportunity to differentiate. One notable example of this: In 2011, video platform Twitch made a splash with their all-purple branding, at a time when their competitors used bold greens and reds. However, you shouldn’t jump right in. Start with a creative brief that details the pertinent info you need to keep your team on the same page—and ensure you create a visual identity that aligns to your brand. How to Do It Use our creative brief template. Note: Don’t provide too much or too little info. Your brief should always inform, not overwhelm. Step 6: Brainstorm Your Visuals By this time, you have a ton of information to help inform ideation, between your competitive analysis, brand audit, personas, and brief. At this stage, you want to take that text-based information and translate it into visual concepts. Luckily, the information you have is often steeped in emotional language about your brand’s personality, goals, and values. Now the challenge is to figure out how to communicate and enhance those sentiments through visuals. How to Do It To start, have your team brainstorm word clouds that describe your brand. (Or you can come in with 5-7 descriptors to start.) The focus is not to free associate words into other words. The goal is to bring those words to life through visuals. Think about what those words make you visualize. The associations may be abstract, but it is important to get everything out. For example, if your brand service is “fast,” don’t talk about other words for “fast” (e.g., “swift”). Think about what fast brings to mind. Pro tip: It’s usually the elements that elicit the strongest emotional response, trigger additional imagery, and help you build a visual playground to go nuts in. After brainstorming, our design team began to quick sketch every visual idea that came to them.

These ideas helped form the foundation of the brand identity. Step 7: Design Your Individual Elements Here comes the fun (and challenging) part. You want to design each element in the order dictated here, as each element influences the other. Logo A brand identity is an intricate design system. Each element influences the other, but it starts with your logo. How to Do It You can go old-school here and bust out the pencils to free-sketch. As you go through iterations, flesh out logo mark, core shapes, and complementary imagery—all in black and white. As you receive feedback and iterate, you want to make sure that the core imagery is powerful enough to deliver the message on its own, without the enhancement of color. For more tips on logo design, check out our guide to designing a logo you love. Example: You can see many iterations of our logo for UCI Applied Innovation, from the most basic black-and-white sketch to fully rendered images. And the final result: Colors Once you have a solid logo, you can explore your color palette. Color is a great tool to differentiate your brand from competitors, but know that color can also elicit strong emotions, so choose wisely. How to Do It A good color palette is clean and flexible, supplying designers enough choices to be creative but not enough to overwhelm. This includes: 1 main color 2 primary colors 3-5 complementary colors 2 accent colors For more tips, see our guide to choosing the right colors for your brand identity. Example: Color guidelines from the Visage brand identity help the team create a variety of colorful and, most importantly, on-brand content. Typography Every visual element in your identity should contribute to a cohesive visual language, and thus each should complement the other. This is particularly true of typography, which should be informed by the shape of your logo.