Brand Guidelines 101
What goes in a branding guideline?
Not sure what to put in your brand guidelines? Does it feel that you may be doing too much or too little? Well here’s my attempt of summarising the basics of what you should include in every guideline that you work on. This should give you an idea of what all you should at least have or somewhere along these lines. There are many variables regarding what the scale of the business is, the operations, the brand touchpoints, the industry and the people involved. But there’s enough for everyone here to know that they have some control over their guidelines and it’s not a hot mess. The best way to get advice on what to add in a brand guideline is to look at brand guidelines of other brands. Look at 5–10 within the industry you’re working for and see what is relevant for you.
The Basics
Logo
No matter what kind of logo, present it in black and white, colour and various examples of where it may go. The logo would need to be shown in examples of various sizes. From a favicon to a billboard, the logo needs to live and talk to the people from everywhere the brand goes. It should have freedom to work in all mediums.
Colour Palette
Every brand should have some primary colours that make a crucial part of the brand’s visual language. The guidelines should state how little or how much the colours need to be involved in the visuals, whether on their own or in respect to other colours. The proportions of the colours used is as important as to what colours to use and what not.
Typography
Every brand has one or a few typefaces that it needs in it’s identity to have a common typographic denominator across mediums. Unless you’re going unconventional and have no set typeface for the identity, always show the typography in use, with as much detail as you need. It can be regarding point size, leading and kerning at various sizes, where to use lower case, title case, etc. Sometimes it may be best to not have any constraints on how to use tth type, then you can show as many examples as you want in presenting the diversity possible. Make up some copy or take the existing copy and rewrite it in the manner that can demonstrate how to adhere to the guidelines.
Photography Treatment
People tend to look towards a face before they look towards type. They tend to appreciate something visual more than something written. Which is why youtubers have close-up shots in almost all their thumbnails. They grab your attention more than what’s written or how it’s written. Photography treatment plays a very strong role in subconsciously creating a brand value with your company. If you’re not an expert, consider talking to a photographer for advice. Things that are important don’t end on what you’re willing to show, but on how you show it — lighting, colour correction, effects, depth of field, framing, background, etc. You can even mention lenses for specific reasons and have exact templates, in situations such as SKUs for a product brand.
Graphic Elements & Patterns
Anything beyond the typography and colour scheme is to be shown here. You can always have examples of the type of graphic elements you think are appropriate for the brand. Illustration styles and icons are also part of this category and depending on the brand you can have examples of what styles work for them.
The Medium is The Message
Motion graphics and mockups are almost necessary for each section, as just explaining won’t do much. A short branding video is a luxury, but if budget and time lets you, you can present everyone in the team the core of the new branding and what it means. Plus having it in motion means it’s alive. And if it’s alive you’re more engaged and feel like it’s more real, therefore going over one step of having the client imagine what it may actually look like. Mockups are another way of doing the same and they can have a similar effect. Watch this video of Saul Bass’s rebranding for Bell. It is one of the best examples of how to present your work to the client. It will also give you a good overview of all the things that you need to consider when doing a branding project. The amazing storytelling voiceover is very educational disguised as a cherry on top.
Social Media
Very few brands can live without a social presence. And not having one can only hurt them. It’s a time where no matter what you do, you need to be present emotionally and physically, no matter what you do. Every company and person can benefit from having a strong social media presence. Even though it’s a hard game to play, those that are willing to take a risk for a long term return do benefit a lot.
Website
Beyond the social media sites, companies need a fully personalised and custom experience between the brand and their audience. When making guidelines, you don’t need to actually design the website. It can just be what it may look like with the basics metioned above. The user experience is a another task in itself.
This used to be the most important medium, and for some it still is. But I feel like this comes much later now, as interactions are moving towards digital. Everyone should still keep business cards handy for one on one meets. And most companies have a lot of paperwork to deal with. If that paperwork is also branded, there becomes a sense of purpose in everything you have and everything you do. Also no digital experience can still beat the touch and feel of something like high quality paper embossed with the company logo.
