Graphic Design & Marketing

Brand Guidelines

By CRAIG KUNCE

At some point in your career you'll be asked to create a brand guidelines book for a client. This is 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.

Project

Create a brand guidelines book for Western Technical College. Cover the categories listed below.

  • Brand
  • Visual Identity
  • Applying the Brand (2–3 marketing pieces)

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

= COMMUNICATION

What are brand guidelines?

This tutorial shows several examples of real brand guideline books. You'll see a common pattern in most books. They typically follow this main outline:

Brand

  • Mission
  • Reputation
  • Personality
  • Audience

 

Visual Identity

  • Logo
  • Colors
  • Typography
  • Imagery (Photos, art, repeatable design elements)

 

Applying the Brand

  • Various Marketing Pieces
  • Business Cards
  • Letterhead
  • Email Signature
  • Brochures
  • Web ads
  • Posters
  • Social Media
  • Banners, etc.

 

Real Brand Guidelines Examples

 

lloyds_brand_guidelines.pdf

 

berkeley_brand_guidelines.pdf

 

special_olympics_brand_guidelines.pdf

 

walmart_brand_guidlines.png

 

wipro_brand_guidelines.pdf

 

https://en.instagram-brand.com/