creating a branding style guide by pariah burke
TRANSCRIPT
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
[email protected] http://iampariah.com