design
what's included in brand guidelines and why
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When I got my first client, I had already made ready to go templates for all the phases but when it came to guidelines I hesitated a bit. I wondered if the decks were in an accessible format for my client and if she would reach for the deck at all.
Recently I worked with another client on social media assets and she sent me this 30+ page deck (brand book) for the brief and I was never more relieved to access a long and comprehensive document.
01 The brand book
A brand book is a variation of guidelines that goes from conception to visual identity. Most useful way to store an overview of a brand and share it easily. It reminds me of those training PDFs and videos you receive in retail that go over the company, their values and store standards.
Things I think are important to include:
Positioning and value proposition
Audience persona
The brand’s story
Tagline(s)
02 General guidelines
General guidelines are the ones you typically see; they include logo variations, the color palette, brand elements and sometimes photography and social media direction. The length for guidelines varies from designer to designer, typically I include;
A general creative direction *new addition
The logo variations and when/where to use them
Color and typography
Misuses and correct uses *color combos, type hierarchy, correct logo usage and placement etc…
Brand application
03 The brand sheet
I struggle with the brand sheet because although it’s the shortest, I always assume my client is going to reach for it the most, so I wonder how I can make it as detailed as possible. This is a simple guideline that typically goes over the visual look. It’s useful when the client simply needs the right HEX codes or logo guides.
The sections vary but I include;
The logo variations *labeled
Colors + their hex codes
Typography *simple guide
Optional: Adding any other elements or mockups
We get it but why is it necessary?
On the designer side, you wouldn’t want a client having to rely on you to know how to use their branding. Client side, communicating your brand become a lot easier, simply relay your deck to whoever and the only thing they have to do is check and adhere to it.
