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Style Guide

Lesson 23 from: Creating Brand Identity Systems

Brian Schmitt

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Lesson Info

23. Style Guide

Lesson Info

Style Guide

as the designer of the branding, you may only be tasked with creating the identity for the brand, work with any partners in the project to make sure that the branding was used in communication correctly, such as on a website or an advertising to do this, you'll create a style guide using your presentation skills, showing logo, color typography, photography and usage and product and communication. In some older creative models, branding design was seen as a finishing part of production. The shine before a product left the factory as knowledge of the cultural power of branding design has increased. Branding has become a central force in marketing and communication. And even product creation. Style guides ensure that branding programs are communicated properly, putting all of your brand identity system work together. The style guide is the main repository for them, ask your client if they need a style guide and encourage them to have you create one basically this is how you use your brand...

ing program. So, you know, there's a few steps here of educating clients all the way along the way. You know, they might say, all they want is a logo, but the truth is they probably want need a brand identity system. The logo is going to have to be uh with color with typography um with all these other elements to to actually create communication that's, that's memorable. Um and then once you have all these elements created, you need some way that this can be a repeatable style. So you need a style guide. Um the great thing though is it completely varies by budget. Um and time, you know, depending on how much you have, this can be a one page style guide um or it can be many depending on what your client needs. So ask them not as well, ask them how in depth you want to go on the style guide um and use it as a chance to show your branding system and the component parts that make it up to kind of put it all together for other people um and go beyond. You know, just here's a logo, here's how to use it and here's a bunch of examples. This slide shows a one page brand guidelines that still managed to include different versions of the logo, logo type symbol, combination colors, pattern, graphics and typography. Um so this just kind of shows, you know, here's a nice example of how you can do it all and in one place, what they're not really showing is a lot of examples and that's quite a bit harder to do when you only have one page and that's what I like about, you know, maybe going a little bit in depth if you have the time and budget. An effective style guide, not only captures the spirit of your brand across all consumer touchpoints and let's Creative partners work with your identity system. Please see this Okie style guide that I created, showing logo typography, color photography and usage and product and communication. So here's a few pages from the okie style guide that I created. Um and the next it says on front, it's about um using the brand identity system to create product and communication that I have a feeling of joy that comes from a life of wellness. Um so it's it's once again back to this concept of joy, the overall brand spirit that's driving all of the identity figuring out. You know, how do we show how that connects all of these different elements? So going through the logo, um what the logo is and why it exists, here's how to align it. Here's what not to do with it. Here's icons, you know, typography, all the kind of things that we went through. You know, special shapes, how to use them patterns of color, brand voice, brand imagery. Um and then really showing how they come together. You know, something like, like brand photography as we're saying here, um use outdoor settings of functional wellness to show product benefit and action focused on human form, location, color and emotion to convey brand values capture the joy of stress free living. So this this text as a guide for how to use imagery and then we're able to show some examples of something that feels on brand. So this style guide not only sets a precedent. Um but, you know, it gives people a repeatable model for how to produce this in the future. Um there's also photography of the product um and how to use that and then layouts and how to bring kind of everything together with logo, headline product photography and lifestyle photography. You see now some of the shots from the website on the mobile version and desktop. And once we're able to get into um the actual web page um being able to, you know, show all of this work together um in a style guide is is really helpful because um it wraps it all up for people. It gives them a presentation. Like we just talked about, you know, sort of how to make a presentation that's effectively communicating your concept. Um Style guide is kind of a document like that that lives on far beyond the launch and you know, acts as sort of a brand bible for when people create new communication. So put as much work into the style guide as you can so that um even when you aren't working on a project, all of your work on brand identity systems can live on