creating a branding style guide by pariah burke

CREATING A BRANDSTYLE GUIDEPresented by Pariah Burke

WHY YOU NEED ABRAND STYLE GUIDE

• Logo?• Logo and colors?• Social Media presence?

WHAT IS A BRAND?

• The look and feel of your company• How people see your company

A BRAND IS

BRANDING IS CONSISTENT REPETITION

A BRAND STYLE GUIDECREATESCONSISTENT REPETITION

STYLE GUIDE

BRAND BOOK

BRAND BIBLE

DEFINING & COMMUNICATING YOUR

LOGO USES

• Ready for All Media• Ready for Tomorrow’s Media

CREATE LOGO VERSIONS

• B&W/Single-Color• Greyscale• RGB• CMYK• PANTONE/Spot Color

CREATE LOGO VERSIONS

• Light Backgrounds• Dark Backgrounds

PLAN FOR BACKGROUNDS

• Light Backgrounds• Dark Backgrounds• With Tagline or Textual Name• Without Tagline or Textual Name

PLAN FOR BACKGROUNDS

• Print?• Website?• Social Media?• Video?

• eBooks?• Signage?• Clothing and textiles?• Packaging?

MEDIA

• Adobe Illustrator• PDF• EPS

PRINT FORMATS

• PNG (PNG-24) at Many Sizes• JPEG at Many Sizes• GIF at Many Sizes

DIGITAL FORMATS

• 100 Pixels Wide• 256 Pixels Wide• 512 Pixels Wide• 1024 Pixels Wide

DIGITAL SIZES

• PNG (PNG-24) Fullscreen (1080p) Corner Bug Lower-Thirds

VIDEO LOGOS

• CLIPS 6:9 Aspect Ratio 4:3 Aspect Ratio 480p 720p 1080p H.264 MPEG-4

• Use a DAM Like Extensis Portfolio• Distribute Assets• User/User Group Permissions• File/Catalog Permissions• Internal Access• Public Access with Portfolio Netpublish• On-Demand PSD and Ai Conversion

MANAGE & DISTRIBUTE LOGO ASSETS

• Medium-specific versions?• With tagline? Without tagline?• For what background colors?• When logo and background don’t contrast?• Other don’ts?• Spacing from edge?• Spacing from objects?• Other control?

DOCUMENT LOGO USAGE GUIDELINES

ESTABLISHING CONSISTENT

BRAND COLORS ACROSS MEDIA

PICKING YOUR BRAND COLORS

• Computer• Mobile• TV• Film

RGB COLOR

• Paper• Packaging• Textiles• Signage• More

CMYK (PROCESS)

• Paper• Packaging• Textiles• Signage• More

PANTONE (SPOT)

COMMUNICATING COLORS

COMMUNICATING COLORS

DEFINING YOURBRAND TYPOGRAPHY

FONTS GIVE YOUR BRANDA TONE OF VOICE

People respond more to how you look and

sound than to what you actually say.

Design is how you look; type is how you sound.

A typeface is the tone of voice in which the

mind’s ear hears your written message.

• Adobe• British Airways• Buccellati• Domino’s• Dwell Magazine• General Electric

• HarperCollins• News Corp.• Sony• Southwest Airlines• Zazzle

COMMISSION A CUSTOM FONT

CHOOSE TYPE FAMILIES,NOT TYPEFACES

DISTRIBUTE & CONTROL FONTS

Complete Control:Universal Type Server (UTS)

Small Teams:Suitcase TeamSync

Individuals:Suitcase Fusion

COMMUNICATE BRAND TYPEFACE USAGE

COMMUNICATE BRAND TYPEFACE USAGE

USING PHOTOGRAPHY, IMAGERY,

AND VIDEO IN YOUR BRAND

IMAGES & VIDEOIN BRANDING

IMAGES AND VIDEO IN BRANDING

IMAGES AND VIDEO IN BRANDING

• Include Samples• Identify Moods, Feelings, Concepts• Technical Specifications• Usage Guidelines• Where to Get Imagery

IMAGES AND VIDEOIN THE BRAND STYLE GUIDE

• Digital Asset Manager• Local and Remote Access• Expire Asset Permissions• Include Licenses• Include Model Releases

DISTRIBUTE ANDCONTROL BRAND IMAGERY

SUMMARY

• Brand is the Look and Feel of Your Company• Brand Identity is Consistent Repetition• Create Consistent Repetition with a Brand Style

Guide

SUMMARY

RESOURCES / Q&A• Extensis Blog - Brand Style Guide Post Series

http://blog.extensis.com• Brand Style Guide Template

http://extens.is/bsg• Extensis Software Demos, Configuration & Training

http://www.extensis.com/• Help, Consulting & Training

me@iampariah.com http://iampariah.com