Creating a Branding Style Guide by Pariah Burke
Transcript of Creating a Branding Style Guide by Pariah Burke
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CREATING A BRANDSTYLE GUIDEPresented by Pariah Burke
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WHY YOU NEED ABRAND STYLE GUIDE
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• Logo?• Logo and colors?• Social Media presence?
WHAT IS A BRAND?
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• The look and feel of your company• How people see your company
A BRAND IS
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BRANDING IS CONSISTENT REPETITION
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A BRAND STYLE GUIDECREATESCONSISTENT REPETITION
STYLE GUIDE
BRAND BOOK
BRAND BIBLE
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DEFINING & COMMUNICATING YOUR
LOGO USES
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• Ready for All Media• Ready for Tomorrow’s Media
CREATE LOGO VERSIONS
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• B&W/Single-Color• Greyscale• RGB• CMYK• PANTONE/Spot Color
CREATE LOGO VERSIONS
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• Light Backgrounds• Dark Backgrounds
PLAN FOR BACKGROUNDS
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• Light Backgrounds• Dark Backgrounds• With Tagline or Textual Name• Without Tagline or Textual Name
PLAN FOR BACKGROUNDS
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• Print?• Website?• Social Media?• Video?
• eBooks?• Signage?• Clothing and textiles?• Packaging?
MEDIA
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• Adobe Illustrator• PDF• EPS
PRINT FORMATS
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• PNG (PNG-24) at Many Sizes• JPEG at Many Sizes• GIF at Many Sizes
DIGITAL FORMATS
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• 100 Pixels Wide• 256 Pixels Wide• 512 Pixels Wide• 1024 Pixels Wide
DIGITAL SIZES
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• PNG (PNG-24) Fullscreen (1080p) Corner Bug Lower-Thirds
VIDEO LOGOS
• CLIPS 6:9 Aspect Ratio 4:3 Aspect Ratio 480p 720p 1080p H.264 MPEG-4
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• Use a DAM Like Extensis Portfolio• Distribute Assets• User/User Group Permissions• File/Catalog Permissions• Internal Access• Public Access with Portfolio Netpublish• On-Demand PSD and Ai Conversion
MANAGE & DISTRIBUTE LOGO ASSETS
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• Medium-specific versions?• With tagline? Without tagline?• For what background colors?• When logo and background don’t contrast?• Other don’ts?• Spacing from edge?• Spacing from objects?• Other control?
DOCUMENT LOGO USAGE GUIDELINES
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ESTABLISHING CONSISTENT
BRAND COLORS ACROSS MEDIA
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PICKING YOUR BRAND COLORS
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• Computer• Mobile• TV• Film
RGB COLOR
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• Paper• Packaging• Textiles• Signage• More
CMYK (PROCESS)
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• Paper• Packaging• Textiles• Signage• More
PANTONE (SPOT)
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COMMUNICATING COLORS
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COMMUNICATING COLORS
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DEFINING YOURBRAND TYPOGRAPHY
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FONTS GIVE YOUR BRANDA TONE OF VOICE
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People respond more to how you look and
sound than to what you actually say.
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Design is how you look; type is how you sound.
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A typeface is the tone of voice in which the
mind’s ear hears your written message.
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• Adobe• British Airways• Buccellati• Domino’s• Dwell Magazine• General Electric
• HarperCollins• News Corp.• Sony• Southwest Airlines• Zazzle
COMMISSION A CUSTOM FONT
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CHOOSE TYPE FAMILIES,NOT TYPEFACES
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DISTRIBUTE & CONTROL FONTS
Complete Control:Universal Type Server (UTS)
Small Teams:Suitcase TeamSync
Individuals:Suitcase Fusion
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COMMUNICATE BRAND TYPEFACE USAGE
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COMMUNICATE BRAND TYPEFACE USAGE
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USING PHOTOGRAPHY, IMAGERY,
AND VIDEO IN YOUR BRAND
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IMAGES & VIDEOIN BRANDING
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IMAGES AND VIDEO IN BRANDING
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IMAGES AND VIDEO IN BRANDING
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• Include Samples• Identify Moods, Feelings, Concepts• Technical Specifications• Usage Guidelines• Where to Get Imagery
IMAGES AND VIDEOIN THE BRAND STYLE GUIDE
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• Digital Asset Manager• Local and Remote Access• Expire Asset Permissions• Include Licenses• Include Model Releases
DISTRIBUTE ANDCONTROL BRAND IMAGERY
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SUMMARY
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• Brand is the Look and Feel of Your Company• Brand Identity is Consistent Repetition• Create Consistent Repetition with a Brand Style
Guide
SUMMARY
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RESOURCES / Q&A• Extensis Blog - Brand Style Guide Post Series
http://blog.extensis.com• Brand Style Guide Template
http://extens.is/bsg• Extensis Software Demos, Configuration & Training
http://www.extensis.com/• Help, Consulting & Training
[email protected] http://iampariah.com