Brand Guidelines
This week we looked at the importance of developing a set of brand guidelines to ensure a company, organisation or individual's identity remains consistent wherever is appears.
These guidelines are produced in a document traditionally known as a Corporate Identity Manual.
Brand Guidelines typically cover areas such as:
Use of Name
Guidance on how the name of the company/organisation/person should be used including any subsidiary names if appropriate.
Brand application
Rules for applying the company/organisation/person’s brand ‘symbols’ in different formats, maximum and minimum sizes etc., including excluded uses. Symbols can include such things as: Logo | Logotype | Monogram | Wordmark | Trademark | Servicemark.
Typography
What fonts to use and sizes (covers Headings – Paragraph text, footers and links.
Use of colour
The designated palette that should be used; including guidance on specifying colours for on-screen and print-based applications using HEX, RGB, CMYK, and Pantone values.
Page Layout
How to lay the content out in various formats including web pages, presentations, letters and faxes, newsletters and publications etc.
Photography
What imagery is appropriate and what is not when choosing imagery.
....and much much more!
Brand Application
Where are brands applied?
Typical elements that require brand guidlines:
Products and Services
Products • Product design • Product identification • Operating instructions • Calibration instructions
Packaging • Inners • Outer cartons • Labelling • Delivery instructions • Installation instructions
Environments Interiors/exteriors • Buildings • Reception areas • Sales areas • Offices • Factories • Shops • Showrooms
Signs • Main identification • General sign system - internal/external
Exhibitions • Display stands • Sign system
Clothing • Uniforms • Safety hats • Overalls • Lab coats • Badges
Communication Materials Stationery • Letterheads • Continuation sheets • Memos • Compliment slips • Business cards • Envelopes • Postal labels
Digital communication • Website • Email template • Powerpoint template
Forms • Accounting • Purchasing • Sales • Production • Personnel
Publications • Corporate/organisational • Personnel/training • Industry packages • Product/services
Vehicles • Road transport • Factory transport
Advertising • Corporate/organisational • Recruitment • Product/services
Promotions/giveaways • Promotional and point-of-sale material • Stickers
Sample Guidelines
Foursquare's brand guidelines are a great example of how to layout how an identity should be used.
A quick search online will find plenty more.