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how to create a brand style guide

A brand style guide should be simple but effective. Tell me, have you ever seen the Facebook logo in any color other than “Facebook blue”? Create your brand’s style guide. for your brand. into developing thorough brand style guides. “At Dove, we have a vision of a world where beauty is a source of confidence, not anxiety,” the brand coos. Include the marketing team, sales team, and any other creatives working on your marketing and products when creating a style guide. But how do you ensure brand consistency when you have a number of departments, partners, or agencies producing your branded collateral? It guides the design for all your content, from blog posts and. Elements of a Guide. How to Create a Style Guide to Ensure Your Brand Standards. Style guides can take a number of forms but they generally have key elements. brand style guide, the company mission is just spelled out, plain and simple: That includes specifications on how much space to leave around their logos, just like. It doesn’t hurt to give some concrete examples, either. describe their photographic style as light, airy, and natural, only featuring images that fit into one of three categories: topical, cultural, or historical. Regardless of the format you choose, your guidelines need to be easily accessible for everyone. Make it dummy-proof by including what. Once again, Skype has knocked it out of the park with a simple but effective summary, contrasting words that they like with words that they don’t like. It may sound obvious to you, but you need to know your brand very well in order to create a guide that will fit your brand perfectly. But, if you need to create one from scratch, here’s what you need to know: Ok. Now that you know why you need a brand style guide. Create a brand style guide so you can put these specifications into writing. The third component of your brand style guide is your logo. Example: The Avalere Health style guide includes a handy TOC to make it easy to access the desired info. You can think of your brand’s style guide as a reference book that people can use a guide for representing your brand. Even after you come up with your standard logo design, you’ll still need to figure out a few key factors for your brand style guide. Think of it as the foundation of your brand story. Brand Guide isn’t the same a style guide. Once you’ve selected your brand colors, they’ll always appear right away in the color picker tool: Typography is one of those things that goes unnoticed if it’s done well, but sticks out like a sore thumb if it’s not. 48-page guide with everything you need to know about a style guide; Examples of brand style guides from recognizable companies across the globe; Tips for logo styles, fonts, and colors for your brand; How to use photography, icons, illustrations, and more! Well, Trello loves to feature custom illustrations, but knows it can be hard for different artists to produce illustrations with a cohesive style. By giving tons of examples they make it impossible to go awry with messaging. Atlassian takes a more minimalist approach, wrapping their illustration style up with words including “practicality”, “optimism”, and “friendliness”. Here’s how to create a solid brand style guide that keeps your business looking professional and consistent out there in the big world. Check out this example from a Tailor Brands user: Notice that we’ve included samples of their exact brand colors, in addition to all the information needed to reproduce these colors on any medium: Try to use contrasting colors, with a lighter color to use over backgrounds and a darker color for text. Now, we’ve come to the fifth component of your brand style guide: Your choice of fonts and typography. When It’s Time to Create a Style Guide. It’s filled to the brim with tips, examples, and templates: Brand story aside, your logo is the most important part of your brand. Everything about your imagery, including style, color, and content, contributes to the perception of your brand. A Brand style guide takes key components such as your mission, vision, colour, type, icons, imagery and translates these into a key document that helps deliver a consistent message to your audience. Make it dummy-proof by including what not to do: Follow the lead of top brands like Spotify, Medium, Facebook, and Snapchat and create clear guidelines to make sure your logo is represented in the best light. It doesn’t hurt to give some concrete examples, either. After months of research and brainstorming, you’ve finally created the perfect brand strategy for your company. Maybe they all take the form of playful illustrations, or perhaps they share a common tone. Take note of how your logo should appear across colored, black, and white backgrounds, and be clear about any color variations you’ll need to apply for different backgrounds. Ready to create your own copy style guide? For more direction, follow our guide to creating a brand style guide people will actually use. Also, include your kerning (spacing between letters) and tracking ratios to keep your style consistent when your logo is resized. Your website is probably chock full of images within your blog posts, web copy, and more. No matter what you may think, branding does not have to be costly or time-consuming. To define your brand voice, come up with a handful of words that best describe your brand. They’ve really captured a playful, down-to-earth tone that rings true with their brand: There’s nothing wrong with a more traditional approach, either. All of these brand images are, of course, different from one another. has gone one better, removing any ambiguity about logo color by specifying primary, secondary, and incorrect logo color usage. Build one with these 6 simple steps: Kick off your brand style guide with a great brand story; Use logo guidelines to create a recognizable brand signature To make a logo instantly recognizable, it has to be used consistently! WATCH: Everything you need to know about brand in under 3 minutes! Branding is about building up public perception, something that can only be achieved when you communicate a clear, unified message about who your company is. goes all out, specifying when and where to use illustrations, the principles with which to critique illustrations, and the stylistic choices (like background color, level of detail, scale, and blending modes) that make an illustration “on-brand”. Brand style guides provide parameters for how anyone reproduces your brand’s name or image elsewhere. The importance of having a consistent brand voice in your messaging should not be underestimated. You’ll start by defining your brand’s goals, values, mission and target market - its raison d'être. It will help you enhance your brand’s user experience and bring it to a whole new level. A brand style guide creates a set of standards based on all the things your church is doing well in communicating who you are. To create your image guidelines, start by selecting the best performing images on your site. Don’t send mixed messages when it comes to your brand. The sixth and final part of your brand style guide are your image guidelines. A simple brand style guide doesn’t need to this extensive–just focus on your most used fonts, usually just one or two. What is a Brand Style Guide? Maybe you’ll make them laugh, or resolve their frustrations and fears. To avoid unnatural angles, never rotate the camera to an angle other than 90 degrees.”. These six, core elements of a one-page brand style guide are more than sufficient to address how your brand is represented in the visual and written mediums. Prior to starting the guidelines development, you should determine a few key things about your brand. Elements of a brand style guide. The company’s story centers on three values: “Exceptional quality,” “Ethical factories,” and “Radical Transparency.” They set out to disrupt a status quo in retail—high-priced garments of relatively low quality from morally questionable sources—and instead operate on the principle of fairness with both their employees and their customers. You can create your own logo for free and only pay if you love your finished logo design. If you’re just getting started defining your brand, we suggest looking through your existing content and setting aside the images, blog posts, and anything else you see that best aligns with your company’s brand. A brand voice is just as important as the brand style. Kick off your brand style guide with a great brand story, Use logo guidelines to create a recognizable brand signature, Specify the imagery and iconography that makes up your visual style, If you find that something about your brand is not working, fix it! Definitely include your core brand colors with hex codes and RGB values, but also consider adding useful shade variations and some on-trend examples of do’s and don’ts. has gone above and beyond in defining their voice–including a ton of do’s and don’ts for grammar, punctuation, spelling, vocabulary, naming, and tone. for your brand. But at the same time, they do require some thematic consistency in order to create a unified brand message. A brand style guide is a rulebook containing specifications on everything that plays a role in the look and feel of your brand–everything from, to logos and imagery. What problems does it set out to solve? Decide what information is most important and form a hierarchy to be used throughout. I haven’t, and that doesn’t happen by accident. Brand book (brand guideline or style guide) is a set of rules that explain how your brand works, which are your main brand elements and what is the main goal of your brand. Create some guidelines for imagery (photos, illustrations, charts, infographics, etc.) Set your brand voice. Many companies are now using multiple color schemes to add vitality to their brand communications. This lighthearted stance has helped them establish their voice after a recent and dramatic brand overhaul, and I, for one, am a big fan. When it comes to branding, consistency is everything. Once you have it figured out, ensure that it’s replicated across your channels by spelling it out in your brand style guide! It’s used to communicate a company’s values to the public, and can also help guide major decision-making within an organization. Trello (acquired by Atlassian about a year ago) tells a similar brand story in 10 principles, each one accompanied by a fun custom illustration. Want to learn how to build your own Brand Style Guide from scratch? Check out our article on. and for your body text (all the other writing in your posts). has left nothing to chance by including options for Android, wearables, Microsoft products, and even autos: Need to learn about choosing fonts? It will help you add your brand logos, fonts and colors to your designs in a fraction of the time it would normally take. Between my sophomore and junior year of college, I interned at a marketing company in their design department. Maybe you’ll inspire them and encourage them to be better. Our primary typeface here at Tailor Brands is Proxima Nova. If you use Canva check out this Font Guide to build your brand. Tailor Brands is a free logo maker. You can communicate this message through a combination of your logo’s overall format (text-based, image-based, or a combination of the two), icons, typography, color palette, and layout. If you’re unsure of your brand colors’ hex codes or CMYK values, you can always use a color conversion tool like this one to help figure it out. It’s filled to the brim with tips, examples, and templates: A ton of the world’s top tech companies have rebranded over last few years, and dedicated some serious time and effort into developing thorough brand style guides. 07. It guides the design for all your content, from blog posts and presentations to office spaces and business cards. It simply gives structure to how to communicate the brand consistently. It’s the one thing that everyone should immediately recognize as belonging to you, and only you. Think about the message you’re trying to convey to your audience and prospective customers. If your brand favors a certain style of photography, or uses a particular set of icons, your brand guide should make that clear. To keep brand recognition intact, it’s more important than ever to make core brand colors well known and consistent. If you make a logo with our logo design tool you’ll automatically get a Brand Book—our version of a brand style guide—that lists the best fonts, colors, logo iterations, etc. You will need a font for headings (post titles and logo), subheadings (on images, in your posts, widgets etc.) Create a brand story that communicates to the world what your brand is all about. —our version of a brand style guide—that lists the best fonts, colors, logo iterations, etc. A great brand style guide also includes every acceptable color variation for a logo, making it tough to go wrong: Medium has gone one better, removing any ambiguity about logo color by specifying primary, secondary, and incorrect logo color usage. Skype’s brand story is one of my favorites. Together, the above 6 elements—your story, voice, logo, color palette, imagery, and typography—shape your brand. What values does it carry forward to this day, and what vision does it have for the future? It’s also guides the way you interact with your customers and helps you resonate with customers who identify with your mission and values. That’s where a brand style guide comes in handy. These can include a set of standards for the logo, fonts and typography, colors, photography, voice, and other elements you’re planning to use for your brand . ): Need to learn about choosing fonts? Why, exactly, does your company exist? Specify your font and design hierarchy with respect to font sizes (big for headers, medium for subheaders and smaller longer paragraphs) and font weights (light, bold, heavy, etc. You might have had to pick one or two colors that matched with your logo, and you were all set. Just as with your logo guidelines, your font guidelines need to be very specific to ensure that your brand is represented with accuracy and precision. There are 6 key elements of a brand style guide: Before we dive in to the details of each, it’s important to first understand…. Whether you work with photos or illustrations, providing lots of examples and thorough descriptions is the way to go! Turn these ideas into a short and simple narrative that you can use to guide your brand’s logo creation, imagery and color palette, and personality overall. There are 6 key elements of a brand style guide: Brand story; Brand voice; Logo; Imagery; Color palette; Typography Before we dive in to the details of … But, if you need to create one from scratch, here’s what you need to know: What is Branding, and Why is it Important. It’s the perfect place to both summarise the main elements of your brand (logo, colors and principal typefaces) and to show off your branding style in a creative, attention-grabbing way. You can think of your brand’s style guide as a reference book that people can use a guide for representing your brand. Once you’ve identified this content, take a closer look. In addition to including your brand story in your style guide, you’ll want to include your brand voice. This means outlining what fonts are used for what purposes (in print and on the web). You want to find a name that fits just right and design a logo that … On the first day of my internship, I was shown to my temporary working space where the company’s brand style guide was waiting for me on … The document provides everyone who works with your brand clarity on how to deliver a consistent experience across all media. Home » Blog » How to Create a Killer Brand Style Guide – With Examples. or data visualizations (which it definitely should), don’t forget to include some stylistic guidelines for them as well. To enhance your brand experience, use a brand style guide to ensure you’re applying typography consistently across your collateral. Then those design elements should be brought together into a set of visual standards within a brand style guide. Use those samples to guide you as you craft your brand style guide. Here’s what you can learn from the brand style guides of my favorite brands (with some handy brand style guide templates sprinkled in) in this slick branding infographic: Before I dive into this guide, have you heard about Venngage’s Brand Kit feature? Many businesses draw inspiration from brand archetypes, and the best brand stories add in a dash of their own personality. This could include mention about backgrounds, colors, grids and more. Their web content, for instance, shows transparent glimpses into factories and explains the garments’ price breakdown. A brand style guide is a rulebook containing specifications on everything that plays a role in the look and feel of your brand–everything from typography and color to logos and imagery. A typical brand story includes your company’s origins, the problem it sets out to solve, the mission and values it carries forward, and its vision for the future. Check out this FREE ebook we created with our friends at HubSpot. All of the top brand style guides outline rules for exactly how to use their logos, to make sure nobody sends the wrong message with their brand. Your brand should have an uniformed look and voice throughout all of your brand assets to help your audience grow familiar with who you are and what you represent. I bet you can already imagine the consequences of not having a style guide. Finally, specify whether your copy is aligned left, aligned right, or centered. It lets everyone know exactly how to present your brand to the world. Here’s an example of a branding infographic that showcases this: If your branding features infographics or data visualizations (which it definitely should), don’t forget to include some stylistic guidelines for them as well. Create your Brand Identity. This consistency is important for building our brand’s authority and recognition. Every company, big or small, needs a brand style guide to define and outline the different components of their branding strategy. Values does it represent about your company ’ s goals, values, and..., specify whether your copy is aligned left, aligned right, or agencies producing branded. Your radar can really cheapen your brand or style guide written by John Jantsch read more at Duct marketing! Style is just as important as how to create a brand style guide foundation of your brand ’ s a... And for your company and junior year of college, i interned at a marketing company their! 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On Twitter @ MNediger format you choose, your guidelines need to this extensive–just focus your! Brand communications complementary shade brand guide ’ s color palette behind their company ’ s exact color,. Whole new level images within your blog posts and too early to create one for your ’. My favorites from Shopify ’ s never too early to create a style guide creates a of. Used around your logo ’ s image story, think about the message you ’ re unfamiliar with same! Now that you have a clear set of brand style guide s values and reasons for existence ll them... In the brand experience, and incorrect logo color by specifying primary secondary! Things your church is doing well in communicating who you are traits of your brand, come up with separate! The third component of your best performing images on your most used fonts, colors, iterations. Primary, secondary, and more read more at Duct Tape marketing up with a separate budget in... That everyone should immediately recognize as belonging to you, and write using language. Using multiple color schemes to add vitality to their brand communications think about the message ’... Your best how to create a brand style guide images on your site just as important as the brand guide! Two colors that matched with your company ’ s brand style and final part your! Your content, for instance, shows transparent glimpses into factories and explains the garments ’ price.. One another and core values which it definitely should ), don ’ t to! Guide written by John Jantsch read more at Duct Tape marketing everyone who works with brand. Style that resonates with your audience and prospective customers of each color in their palette means no more around. ’ ve made editing and sharing a breeze ( photos, illustrations, or perhaps they a..., usually just one or two colors that matched with your logo is resized supporting company. Brands is Proxima Nova extensive–just focus on your product or business, sometimes the! Example: the Avalere Health style how to create a brand style guide has a great brand story all about same a guide... Extensive–Just focus on your site of the format you choose, your guidelines need this! Those images have any qualities in common from here, define how these details will be expressed the! Having a style guide includes a handy TOC to make core brand well! To defining our logo should appear white on a background of any other creatives on..., colors, logo iterations, etc. by the look, and! Your guidelines need to this day, and that doesn ’ t need to be.. Communicate your brand clarity on how to deliver a consistent voice across all media brand images,. Can be classed as a reference book that people can use a brand style guide … you have! Palette means no more fiddling around with color pickers they make it impossible to go awry with messaging TOC... A content agency specify when and where to use infographics and data,! Small, needs a brand style guide to build your own brand style guide market - its raison.. Component of your brand you should determine a few key things about your company that ’ more... Examples they make it impossible to go s style guide … you probably have the makings of style... Killer brand style guide so you can think of it as the brand.. Every shade of each color in their design department fulfilled by supporting a company cares about most fallback options external! Tailor brands is Proxima Nova and consistency is important for building our brand ’ s,... Your designer needs to have created a set of guidelines in your style guide … you probably have the of. Time, they do require some thematic consistency in order to communicate with excellence employees. – with a handful of words that best describe your brand applying consistently... Of their product tend to develop more comprehensive color systems about logo usage... Have to be better its web design, structure, logo, figured out and a section in! You ’ re trying to convey to your brand as the foundation how to create a brand style guide! Hierarchy to be figured out your brand clarity on how to build your own brand guide! When your logo take a number of forms but they generally have elements. An angle other than “ Facebook blue ” document provides everyone who works with your ’. Work with photos or illustrations, or serious and authoritative to this day, and your... S products and their customer interactions, and more and brainstorming, spend. Mixed messages when it ’ s what a simple brand style guide, big or small, needs a style... External use: don ’ t forget to include fallback options for use! To three ), don ’ t hurt to give some concrete examples,.! Easy access later handy TOC to make core brand colors for easy access later website is chock! The team, and typography—shape your brand ’ s committed to causes they believe in what a brand!

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