It’s key to understand brand standards and why they are so dang important. Whatever the brand, it needs to feel the same in every environment.
Whether the audience is seeing it online, in his car, at her desk, or while shopping, every touch point is a brand experience. Understanding this experience all starts with a high and uniform level of quality – and is all designed to create the best brand experience.
It’s who you are. Your brand is built on your vision, values and voice. It’s imperative to understand why they are important and how they will be delivered.
- Brand Vision – Pinpoint the big idea, what you strive to do and what sets you apart. This vision needs to be explained, communicated and nurtured.
- Core Values – Define clear and strong core beliefs that will help deliver your promise, what you stand for and why it matters.
- The Voice – Discover how you want to be perceived and develop every avenue of communication to support that goal.
This is how you look. The brand needs to breathe your particular look and feel. It’s your personality, and building consistency lets people connect with you, building trust every step of the way.
- Logo – What are the logo’s color variations? How it is presented in black and white and/or grayscale (remember context is key)? What is the defined clear space around the logo? What is the minimum size to use the logo in print? What is the minimum size to use the logo digitally?
- Architecture – What does your grid look like and how does it work? How does the front of something interact with the back? How does the cover interact with the inside spread(s)? Where does the logo fall on the page? How do images appear on the page? How does text appear on the page? What is your layout hierarchy? What is your text hierarchy?
- span class="italic">Color Palette – What is your primary color palette? What is your palette’s color meaning? What is your secondary (or even tertiary) palette? What are your color pairings? What colors should you avoid pairing?
- Typography – How does your font reflect your brand’s vision and voice? What is your primary (and secondary) font family? What is your electronic typeface used on screen? How is your electronic typeface implemented with the established grid (remember all should compliment each other accordingly)?
- Photography – Who is your audience (broad v. specific)? What are your image selection guidelines (ex: fresh, hopeful, etc.)? Will images bleed off the edge of your designs (v. margins)? Will any effect be applied to the images (ex: photo filtering)? Lean away from things that conflict with your brand's message.
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