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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.
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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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