February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital &...

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Rob Brailsford Creative Brand Design Digital & Brand Guidelines Design Management February 2018

Transcript of February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital &...

Page 1: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Rob Brailsford Creative Brand Design Digital & Brand Guidelines Design Management

February 2018

Page 2: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Chime For Change

This campaign, founded by Gucci, is designed to raise awareness and benefit women around the globe.

I worked on every aspect of the design across print, digital and experiential.

Client: Mother London

Page 3: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Chime For Change

I developed and wrote the brand guidelines for the whole campaign.

These included sequential build guides for all advert formats; messaging content and hierarchy, and the usual colour, logo and type guides.

BRAND GUIDELINES 2013 2 VISUAL ASSETS GRADIENTS

General rules

These gradients must remain as described on this page.Any panel that uses the gradient must show the full spectrum of colours. Never mix different gradients.

PEACH

Used on CHIME FOR CHANGE I CHIME FOR CHANGE WE CHIME FOR CHANGE

PURPLE

Used on I CHIME FOR JUSTICE

BLUE

Used on I CHIME FOR EDUCATION

ORANGE

Used on I CHIME FOR HEALTH

CMYK CMYK CMYK

0 83 16 0 90 100 0 0 100 50 0 0 0 65 100 0

0 56 48 0 50 90 0 0 80 0 0 0 0 45 90 0

0 30 80 0 0 45 0 0 15 0 18 0 0 30 80 0

CMYK

The gradient used on an advert

BRAND GUIDELINES 2013

AMBASSADOR ADVERTS LANDSCAPE / DPS

Step 9 Name caption

The ambassador’s name and description should go in the bottom left inside the clear space. Use Futura Book.

The copy should be about half of the size of the strapline, so if

EVERY GIRL ... is 18pt Frida Giannini... is 9pt

You can round it off to the nearest 1/2pt.

4 BUILD GUIDES LANDSCAPE ADS

Frida Giannini, Creative Director, Mother, Daughter

FOR EVERY GIRL. EVERY WOMAN. EVERYWHERE.

BRAND GUIDELINES 2013

1 : 1.2 RATIO

Clearspace Short side ÷10 Headline over 4 lines Logo size Width ÷ 5 Strapline 2 lines

Example size 210 x 175

Important note

The strapline on this format is bigger. SIze it by1 fitting it across the width

of the advert.2 Placing it within the clearspace3 Breaking the line so that

EVERY WOMAN appears on the second line

1 : 1.4 RATIO

Clearspace Short side ÷10 Headline over 4 lines Logo size Width ÷ 6 Strapline 1 line

Example size 210 x 150

1 : 1.6 RATIO

Clearspace Short side ÷10 Headline over 4 lines Logo size Width ÷ 8 Strapline 1 line

Example size 210 x 130

1 : 1.8 RATIO

Clearspace Short side ÷8 Headline over 3 lines Logo size Width ÷ 7 Strapline 1 line

Example size 210 x 115

1 : 2 RATIO

Clearspace Short side ÷8 Headline over 3 lines Logo size Width ÷ 7 Strapline 1 line

Example size 210 x 175

1 : 2.2 RATIO

Clearspace Short side ÷8 Headline over 3 lines Logo size Width ÷ 8 Strapline 1 line

Example size 210 x 95

FORMATS

The build example begins on the following page.

LANDSCAPE ADS 4 BUILD GUIDES

NONE OF US CAN MOVE FORWARD IF HALF OF US ARE HELD BACK

SUPPORT A PROJECT. Join in at chimeforchange.org

/chimeforchange

EDUCATION. HEALTH. JUSTICE. FOR EVERY GIRL. EVERY WOMAN. EVERYWHERE.

NONE OF US CAN MOVE FORWARD IF HALF OF US ARE HELD BACK

SUPPORT A PROJECT. Join in at chimeforchange.org /chimeforchange

EDUCATION. HEALTH. JUSTICE. FOR EVERY GIRL. EVERY WOMAN. EVERYWHERE.

NONE OF US CAN MOVE FORWARD IF HALF OF US ARE HELD BACKEDUCATION. HEALTH. JUSTICE. FOR EVERY GIRL. EVERY WOMAN. EVERYWHERE.

SUPPORT A PROJECT. Join in at chimeforchange.org /chimeforchange

NONE OF US CAN MOVE FORWARD IF HALF OF US ARE HELD BACKEDUCATION. HEALTH. JUSTICE. FOR EVERY GIRL. EVERY WOMAN. EVERYWHERE.

SUPPORT A PROJECT. Join in at chimeforchange.org /chimeforchange

NONE OF US CAN MOVE FORWARD IF HALF OF US ARE HELD BACKEDUCATION. HEALTH. JUSTICE. FOR EVERY GIRL. EVERY WOMAN. EVERYWHERE.

SUPPORT A PROJECT. Join in at chimeforchange.org /chimeforchange

NONE OF US CAN MOVE FORWARD IF HALF OF US ARE HELD BACKEDUCATION. HEALTH. JUSTICE. FOR EVERY GIRL. EVERY WOMAN. EVERYWHERE.

SUPPORT A PROJECT. Join in at chimeforchange.org /chimeforchange

Page 4: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Dubai Parks

A theme park with 7 areas needs a look and feel that can adapt to anything.

Dubai Parks branding is based around lines and gradients not around a logo.

Client: FutureBrand

06 07

VERSION 1.0DUBAI PARkS BRAND GUIDELINES

VERSION 1.0DUBAI PARKS BRAND GUIDELINES

ThE CrEaTivE idEa

our look and feel is aBout Joy, motion and colour.

We comBine vivid hues, playful, curved lines and images that are alive With energy and positivity

Page 5: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Dubai Parks

Customer facing design is colourful, dynamic and playful.

e x p e r i e n c e a m a z i n g

dubaiparks.com

Opening Summer 2016

5 Marine Park\ Bollywood 4 River Walk^ Safari Zone5 Discovery4 LegoLand

Meet the king!Safari Zone open daily 7-11. Book now at dubaiparks.com

e x p e r i e n c e a m a z i n g

TM

You.Tomorrow.

Book now at dubaiparks.com

e x p e r i e n c e a m a z i n g

Experience Amazing!

Page 6: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Dubai Parks

Part of the developing the design was producing the brand guidelines.

26 27

VERSION 1.0DUBAI PARkS BRAND GUIDELINES

+ =

+ =

Making backgrounds in Illustrator is really simple

1 Choose the shapes you want to use and fill them with a gradient at 90 degrees.

2 Duplicate the background shape and fit it over the second shape

3 Create a mask

4 Add the masked shape to the background

WHen tHe dubai parks letterForms are Filled in tHey become sHapes tHat you can use in backgrounds.

ShapES ShapESHoW to use tHem

32 33

VERSION 1.0 VERSION 1.0DUBAI PARkS BRAND GUIDELINES

DUBAI PARkS BRAND GUIDELINES

imagESFraming & cropping

CrOppiNg a piCTurE iN a CErTaiN way CaN prOvidE fOCuS, Or briNg ENErgy TO aN imagE.

22 23

VERSION 1.0 VERSION 1.0DUBAI PARkS BRAND GUIDELINES

DUBAI PARkS BRAND GUIDELINES

Text Text

gradiENTS & baCkgrOuNdS

1234567890

Red

1234567890

Magenta

1234567890

Purple

1234567890

Blue

1234567890

Violet

1234567890

Teal

1234567890

Green

1234567890

Yellow

1234567890

Gold

1234567890

Orange

1234567890

Fuschia

1234567890

Sky

1234567890

Arctic Ice

1234567890

Citrus

1234567890

Green gold

1234567890

Fire

1234567890

Sun

1234567890

Forest

our colour palette maniFests itselF tHrougH gradients.

These gradients are provided so you won't need to build them yourself.

You can use these gradients as backgrounds for any customer facing work across the program.

They're built to provide clean printing and a range of sympathetic colours

gradients for corporate Workgradients for attraction advertising

28 29

VERSION 1.0 VERSION 1.0DUBAI PARkS BRAND GUIDELINES

DUBAI PARkS BRAND GUIDELINES

TiTle TiTle

Text Text

TypOgraphyneo sans

iF We need an arabic Font We use neo sans.

We use klaVika For all oF our print communications. it's a squarisH sans-seriF Font tHat is easy to read and Friendly. it acts as an eFFectiVe counterpoint to tHe roundness oF tHe dubai parks logo.

Klavika Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890%&£$@?!:;<>

Klavika Medium

aBcdefghiJklmnopQrstuvWxyz

abcdefghijklmnopqrstuvwxyz

1234567890%&£$@?!:;<>

Klavika Regular

abcdeFgHiJklmnopqrstuVWxyZ

abcdefghijklmnopqrstuvwxyz

1234567890%&£$@?!:;<>

Neo Sans Arabic

KlavikTypOgraphyklaVika

Page 7: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

The Crimean

I designed the branding for this awarded Eastern Eurpoean restuarant and bar. The look is based on Czech match box labels from the ‘60s and ‘70s.

These posters were forever getting stolen from the outside of the building. They also appear in top rating Australian drama series Offspring.

Page 8: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Digital Gurus

Visual rebrand for the global recruitment agency. Each territory has its own colour but all other assets are shared.

GLOBAL RECRUITMENTUNITED KINGDOM General Manager

Saif Kaidwal

[email protected]+44 20 7253 1054

digitalgurus.co.uk

10 Linen CourtEast Road

London N1 6AD

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HSBC Staff Channels

I was Design Manager for this global Staff Channels project.

I wrote and maintained the the guidelines for the system, including technical specifications.

I was also responsible for approving the final design and UX elements.

Elements_Search bar

Search bar - inert Search bar - active

The search bar appears only when needed and is integrated into its parent bar,

e.g. the session bar. In its inert state it appears as a magnifying glass icon.

The search can autocomplete or have a drop menu. It moves to left when call bar is present.

Box height: 42px

Box width: 250px

Background: Pearl

Active state

Inert state

3.9

Style_Image cropping

You may need to use the same

picture in several sizes and places.

However you crop the picture,

keep its essence.

4.5

Elements_Call bar

How it looks Status Possible actions

On a call

On hold

End call Hold call

Resume call

About The call bar appears only

when needed and is

integrated into its parent

bar, e.g. the session bar.

It has two possible states

1. On a call. 2. On hold

When there is no call it does not appear

Active call bar

3.10

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HSBC Staff Channels

We rebuilt all aspects of the design and the UX of staff interface.

This system is to be rolled out across sveral other of HSBCs business sectors.

I was responsible for the several of the innovations - including the UX - to the HSBC interface.

1. Collapsible step tracker 2. On call indicator 3. Temporal search bar

Page 11: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Britain is GREAT

I developed the design and wrote and produced the guidelines for this global campaign. This included creating standardised layouts, typography and content.

I was also responsible for worldwide artwork approvals and finding solutions for territory specific situations.

Client: Mother London

Page 12: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Britain is GREAT

I created a simple and bulletproof method for creating on-brand communications - blank page to finished ad - that is suitable for any size or shape.

BUILDGUIDELINES 10

BRAND ELEMENTSHOW THEY COME TOGETHER

HEBUILD ORDER ADLINE

These are provided as artworks.

GREAT LOGO

This is our primary message and is on every piece of communication we issue.

CAPTION

A two line descriptor. For tourism: the place and its location. For trade: the subject and its origin.

FLAG

This our primary message and

IMAGE

These are supplied. QR CODE

Takes the viewer to extra content

URL

This is our main call to action and offers the viewer a chance to discover more

information about the campaign.

PARTNER LOGO

GREAT FLAG

QR CODE

SUBSTANTIATION

Text tailored to work with the headline and image. The copy should always directly support the headline.

British Museum London

76 NOBEL PRIZES IN SCIENCE AND TECHNOLOGY ALONE

Touch BionicsLivingston, ScotlandINNOVATION

IS

ukti.com/innovation

WHITE BORDER

1 WHICH TEMPLATE?2 PRINT OR WEB?3 CALCULATING BORDER SIZES4 THE FLAG5 COPY SAFE AREA6 WHICH LOGO? 7 SIZING THE LOGO8 THE HEADLINE9 CAMPAIGN IMAGE10 LOGOS AND QR CODES11 COPY LENGTH12 LEGIBILITY13 CAPTION14 THE URL15 TWEAK

Page 13: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Bun Cha Vietnamese Café

I worked with this local café to produce a distinctive look and feel that would stand out in a street of restaurants.

The logo is custom built type.

OPENCome in were

Page 14: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Schlepp Courier

Schleppis a courier company based in the country so its branding had to stand out at a distance.

They started as a one man operation so it needed to look distinct from the major delivery companies.

DELIVERIES TO YARRA VALLEY & MELBOURNE

Page 15: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Samsung

I wrote and produced the European Retail guidelines for Samsung.

They included guides to appropriate visual merchandising, messaging journeys for different store formats and print specs based on Samsung’s CSR policies.

Client: Cheil

Page 16: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Rexona/Sure

These brand guides weren’t about the design. They were about the idea behind it.

They are bold, simple and designed to be read very quickly.

Client: DLKW Lowe

SO OUR IMAGERY SHOULD SHOW PEOPLE GETTING MORE OUT OF THEIR LIVES. IT SHOULD SHOW THEM ACTIVELY ENGAGING WITH LIFE. THEY COULD BE DANCING, SKYDIVING, SOCIALISING, RIDING, FALLING IN LOVE, SURFING EVEN JUST STANDING ON A HILL LOOKING AROUND. AS LONG AS THEY’RE INTO WHAT THEY’RE DOING.

AS LONG AS THEY’RE INTO WHAT THEY’RE DOING.

THIS CAMPAIGN IS ABOUT THE DOERS. THEY DON'T SIT IN FRONT OF THE TV. THEY DON'T WONDER WHAT THEY COULD BE DOING INSTEAD. DOERS ALREADY KNOW, THEY'RE DOING IT, RIGHT NOW. IMAGERY

CAMPAIGN ELEMENTS / IMAGERY I

IDEAL READ ORDER

1 CAMPAIGN MESSAGE

IMAGERY

HEADLINE

SUPPORT COPY INCLUDING

TECHNOLOGY INFO

2 BRAND MESSAGE

BRAND LOGO

3 PACK SHOT

4 MORE INFORMATION

YOUTUBE PAGE

URL / TWITTER HASHTAG

5 UNILEVER LOGO

TECHNOLOGY INFORMATION TELLS YOU WHAT’S SO GREAT IN THIS PRODUCT AND HOW IT HELPS YOU DO MORE. REXONA WITH DRY SHIELDTM. THE MORE YOU DO THE MORE IT PROTECTS REXONA WITH MOTIONSENSETM. THE MORE YOU MOVE THE MORE IT PROTECTS

OUR TECHNOLOGY

WORKSTHE PROOF SUPPORTS OUR CLAIMS

CAMPAIGN ELEMENTS / TECHNOLOGY

EVERY ADVERT, FILM,PICTURE, WORD & IDEASHOULD SPREAD THE MESSAGE

SUBJECT HEADER

SECTION HEADING

THE PROOF MARK

CAMPAIGN ELEMENTS / PROOF MARK I

IT WON'TLET YOUDOWN

Page 17: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Bupa

As part of the global brand consolidation I wrote, designed and produced the Visual Brand Elements guide.

Client: Calling Brands

BUPA BRAND IDENTITY: BASIC ELEMENTS – 2012 Version 1 60

Visual elements - 1. Logo / Clear space

To ensure the impact and integrity of the logo no other elements can encroach in the clear space.

Bupa master logo clear space

The minimum clearance around our logo is one third of the width (or height) of the square. It also helps you place it in the corner of a page

Bupa floating and reversed logo clear space

The general minimum clearance around our floating logos is equivalent to the height of the capital letter - in this case B or S.

BUPA BRAND IDENTITY: BASIC ELEMENTS – 2012 Version 1

Welcome

As Bupa expands it needs a design system that can accommodate new businesses and territorial design situations.

This version of our branding has been devloped to make it consistent and recognisable across the world.

Bupa has more than 11 million members. We want them to know they’re getting the same standard of care, wherever they are.

Visual elements - 6. Grids / Building

Single space grids

We use these for adverts, front covers and other spaces.

Literature Grids

These are for use on all text and image based publications.

BUPA BRAND IDENTITY: BASIC ELEMENTS – 2012 Version 1

LOGO SIZEOnce you know the measurement of the longest side (297mm) you can work out the logo size (297 x 10% = 29.7mm but just use 30mm.)

CLEAR SPACEClear space is a third of the logo size.If the logo is 10mm,the clear space is 5mm.

COLUMNSHorizontal A4: 14 columnsVertical A4 10 columns.

A GRID?Literature Grids for use on text based work need columns.

Adverts and front covers generally don’t need columns.

SET UP THE PAGE297 X 210mm

GRIDS FOR PRINT: HOW TO MAKEThe grid is easy to set up and easy to use. Here’s an example using an A4 space.

A4

197 x 210mm.

Ratio 1:1.4

isolation

contemplation

engagement

CROPPING IMAGERY

Cropping images in different ways can create different stories.

Crop to intensify the action but don’t lose sight of the message

BUPA BRAND IDENTITY: BASIC ELEMENTS – 2012 Version 1 35

Page 18: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Howard Group

In the course of writing and producing the guidelines I ended up choosing materials and colours, and designing signage and interiors.

Client: Corke Wallis

BRAND GUIDEJULY 2014

BRAND ELEMENTS

INTRODUCTIONDESIGN ETHIC

Our brand should be elegant and plain speaking.

We encourage simple, thoughtful design details and the use of high quality materials.

BRAND GUIDEJULY 2014

BRAND ELEMENTS

PANTONE©

7454UR 122 G 130 B 141Websafe 7A828D

Howard operates in a reasonably conservative sector so blue is appropriate and reassuring. But it’s a bright, unusual blue - a colour that communicates personality and energy.

The grey is used when we need a third colour. We might use it on tables or charts or just to break up the blue.

When we’re using black for process print we use a rich black.C100 M0 Y0 K100.It’s blacker.

COLOUROUR PALETTE

PANTONE©

631UR 6 G 181 B 205

Websafe 06B5CD

PANTONE©BlackR 0 G 0 B 0Websafe 000000

BRAND GUIDEJULY 2014

1 duotoneWelcome to Mount Pleasant House

Reception

BRAND EXPRESSION

ENVIRONMENTALINTERIORS

Raynham Road Project

Cenijt normalju tri ku. Dolgju mlodica dla ku, suhju udragju zxe ne. Tut om cxtir hceme slabju. Ili sxto gazetis ti,

Oni nams delanie mezxunarodju bo. Es kai miakju mislijm, dikju zxenuf ku din, bi ribas zxiznuf dla.

No mezxu ruszem drugica tot. Bil no nozxis cxistenie, mai mensx mokrju vsesxto te. Vse cxai ludis zavoduf vo.

BRAND GUIDEJULY 2014

BRAND ELEMENTS

On brand work

We use duotones to customise the look of our photos.

Making a photo a duotone gives it a deeper, moodier look. It also allows it to hold with type over the top.

How we make duotones

1 Use a greyscale image2 Image mode > duotone3 Nominate Black and

PMS 631 as the colours4 Make ink curves a L>R

upward diagonal line

IMAGESDUOTONES

PANTONE©

631UR 6 G 181 B 205Websafe 06B5CD

PANTONE©

BlackR 0 G 0 B 0Websafe 000000

DUOTONE

MONOTONE

BRAND GUIDEJULY 2014

BRAND ELEMENTS

Our customers expect seriousness and stability from us. After all, they are making large committments.

Our look should imply this. That’s why, in addition to our brand colours, we have brand textures. We can use these in our offices and other environmental work.

The materials we use should also look high-end. Using cheap looking materials send the wrong message to people who work with us.

Natural Wood

StabilityHonesty

The orange in wood is a natural counter to the Howard blue. All would should be sustainably sourced UK wood from local suppliers.

Glass

TransparencySpace

Glass is an excellent material to use because it provides firmness while appearing to use less space.

Thick locally produced float glass gives a great look.

Dark Slate

FirmnessDurability

All slate should be sustainably sourced from local suppliers.

COLOURMATERIALS

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Allianz

I worked on the brand redesign for this global insurance company.

Newsletters, fact sheets, magazines and PowerPoint documents.

Client: Grey London

Page 20: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Allianz

We devised a system to build print advertising. The same set of rules for small print ads up to 96-sheet posters.

© A

llian

z SE,

Ger

man

y

With you from A-Z

One thing, if you

want to understand

risk you need

to get out from

behind your desk.

Know more. Achieve more.

Bard benefitting from our 120 years experience in insurance and investments. allianz.com

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Allianz

Part of the work was writing brand, image and typographic guidelines.

Page 22: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Sport 24

Sport 24 is a channel dedicated to showing live premier sport on flights and to ships at sea.

I worked on the design development and wrote and produced the brand and promo guidelines. I also oversaw TV spots and chose music.

Client: IMG

Page 23: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Tesco Property Department

This manual shows all Tesco fixtures and signage. It had to be made logical and usable so the guides could be applied easily across the business.

The modular system allows endless flexibility by using common assets. Format sections are divided using colour.

ATMSection 1a

F20-30Section 4

F60-120Section 2

ExceptionsSection 5

Metro ClassicSection 8

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Tesco Property Department

Signage, a modular petrol station gantry. and literature

You can buy alcohol here

You cannot buy alcohol here

1250

860

560

840

Open

24 hrsMon 8am - Sat 10pm / Sun 11am - 5pm

OpenMon - Sat 8am - 10pmSun 11am - 5pm

CashPost OfficeBeer & Wine

1250

560

560

840

Open 24 hrsMon 8 am - Sat 1 0pm / Sun 1 1am - 5pm

OpenMon - Sat 8am - 10pmSun 11am - 5pm

Welcome toTesco ExpressMilton Hawcett

Car Park

Car Park Car Park

Car Park

Highlyflammable.Petroleumspirit.

No smoking

Switch offyour engine

Do not use mobile deviceswhile fuelling

You must be 16 or older to use this pump16Only approved containers may be filled with petrol

Remoteassistance call systeminstalled

IN AN EMERGENCY

Go to emergency cabinet

Press STOP button to cut fuel supply

Phone emergency services

RB 2

Automatic number plate recognition and CCTVmonitoring in operation. We may ask the DVLA foryour vehicle details.

Page 25: February 2018 Digital & Brand Guidelines Design …brailsford.info/rob-brailsford-folio.pdfDigital & Brand Guidelines Design Management February 2018. Chime For Change ... HSBC Staff

Tesco Print Advertising Guidelines

Advertising content and build guidelines for Tesco’s brand reboot. This included developing all technical aspects of the ads.

Client: Wieden + Kennedy

Trade Templates Print Guidelines 03 12 13 113

Section Three Templates Template Build

Template Build 9 Imagery

Depending on the image to be displayed, the image area can increase or reduce in height to accomodate its shape, size and orientation.

The image area should only flex by increments of one chevron height.

The text area in turn must respond, by either increasing or reducing in height by the same value respectively. This creates a sliding scale.

NB: The clearance around the chevron should always be one chevron height.

NB: Each template has a different flexabilty, these are explained at the end of this section.

NB: Please also make an allowance for the shadow of the image, so that it does not encroach on the chevron. This creates air, and balance within the layout.

Cut out Example In situ Example

Trade Templates Print Guidelines 03 12 13 63

Bad: Romantic afternoon sunlit lighting feels fake and contrived, causing the light to shine more than the ingredients.

Bad: Shallow depths of field on our key product’s create ambiguous textures that will take the focus off a hero product. It doesnt feel honest.

Good: Singular ingredients keep the focus simple, the image feels confident and graphic as a result.

Good: Action shots help involve the viewer in the moment we are sharing. Using close-cropped imagery on the action scenecreates movement and a human presence without explicitly showing a person.

Lighting

Depth of field

Focus

Action

Good: Simple, natural, honest lighting allows the product to shine.

Good: A macro with a shallow depth of field helps us communicate the food or product we are trying to sell.

Bad: The image lacks a focal point, too many ingredients causes too much color variation. The image is more confusing for the viewer.

Bad: Including a full person and the food subject feels too distant, and the kitchen feels too much out of a magazine. It’s difficult for the viewer to feel part of the story, or project themselves into the scenario.

Section Two Technical Rules Imagery In Situ

Trade Templates Print Guidelines 03 12 13 35

Section Two Technical Rules Graphic Elements The Ping

Placement

Size

The ping size can vary depending on the number of products and the importance of the offer. It shouldn’t feel too big against the product, the proportions should make it feel like a label would in real life.

There are five sizes; all related to the chevron - 20, 40, 60, 80, 100%

Is it on red?

If the ping sits on a similar red item, you will need to slightly darken the image so there is a clear difference between the ping and the product.

Location

The ping always sits on the top right of the product, and should always touch it (1).

If your layout has limited vertical space, the ping can sit with its top aligned to the top of the product (2). This works well on in situ adverts.

Better than half price Smooth operator

Panasonic ES-RT51 Triple Blade Wet /Dry Men’s Shaver

£99.97

49.50

in store online mobile tesco.com/xxxxxxxxxxxxxxxxxxxx Iberro ea sit assum repudi quas ut laut magnametum simet ut is is aut endanis et idelibus peroribusdae et eatur, sequae et que sit aut es aut magni dolores ad expla el idel ilique dolorumque necuptatiur, corum des eaquas sequia cum fuga. Veliqui of ficia pelique la dolupta eptation conseque. Ficalitiat ectias aut re seditatus volectat arum qui debis recum laborep ellupta sit, quam quam, cus adipis aut faciis nus. Gentis sitat quiatio berum, voloribus sima sum eostibus aut labore que pra vendani.

0.00

0.00

1. Normal placement

3. Tall products2. Restricted space

Tall products

On products that are taller, or products with important detail in the top right, the ping can slide down the product slightly (3).

On in situ without cut out ads, the ping needs to sit on the in situ image, not the cut out pack shot.

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Trade Print GuidelinesVersion 2 03.12.2013

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Brand guidelines

As well as writing these brand guidleines I’ve worked on all of the design for these projects.

This is not a complete list

BUPA BRAND IDENTITY

AgED CARE ACCommoDATIoN & PRICINg gUIDElINEs

BUPA BRAND IDENTITY

BASIC ELEMENTSGUIDELINES

BRAND GUIDEedition one july 2014

Brand guidelines

Campaign Guidelines / Edition one

August 2017

X.X

Packaging guidelines

July 2017

Brand GuidelinesOctober 2012

Brand identity guidelines 2011

• TO UPDATE •

CCCCCCC CCCCCCC

European RetailGuidelinesEdition 1

BRAND GUIDELINES

2012

BRAND GUIDELINES

2012

BRAND GUIDELINES

2012

Topic name

Design guidelines

MASTERBRANDGUIDELINES CRYSTAL PEAKS brand guidelines contents

crystal peaksbrand guides

Bupa Aged Care / FutureBrand Bupa Visual / Engine HSBC Brand Reboot / T&G Miller Lite / T&G CUB Retail Howard / Corke Wallis

IPL Cricket / IMG Lebara Play / Sunshine Lenzing / Siegel & Gale Medela / Bulletproof Pentland / Pentland Ram’s Gate / Fold 7

Samsung Retail / Cheil Speedway / IMG Sport 24 / IMG The Great Fire / ITV True Aussie / DesignWorks Crystal Peaks / Beyond

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Custom built type & other logos

Koodi: Baby goods company Purflo: Matresses Bear With Us: Social group Best of Health: Nutritionist Tank: Record label Fake Tan: Club night

Most of these have custom built letterforms

Best of Health

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Thank you

+44 (0)7880 748 [email protected]