Graphic Design & Marketing
At some point in your career you'll be asked to create a brand guidelines book for a client. This is the essence and foundation of any organization's brand message. It outlines, usually in detail, what the organization stands for and what message they want to communicate to their target audience.
Read and fully understand the brand guidelines book for Western Technical College.
Download Western's brand assets here: western_brand_assets.zip
Be sure to understand:
(The Essential Experience)
- Typography (Raleway) (Oswald)
- Photography / Art / Illustration
(brand guidelines and westerntc.edu)
- Repeatable design elements
(Black bar with red line)
(also see posters in our hallways and view our website)
Why create brand guidelines?
The main reason is consistency. You want everyone's designs to look and feel the same and to communicate the same message. It simplifies and clarifies the message your audience receives. Remember: Make it easy for your reader to hear your message—create order from chaos.
BRAND GUIDELINES = CONSISTENT MESSAGE AND LOOK = BRAND RECOGNITION = BRAND LOYALTY
What are brand guidelines?
Below are several examples of real brand guideline books. You'll see a common pattern in most books. They typically follow this main outline:
- Imagery (Photos, art, repeatable design elements)
Applying the Brand
- Various Marketing Pieces
- Business Cards
- Email Signature
- Web ads
- Social Media
- Banners, etc.
Real Brand Guidelines Examples