Corporate Identity Style Guides
Ok, let's keep it simple. A logo is a visual representation of your brand. It should sum up what you do and differentiate you from your competitors. In your marketing applications (brochures, websites, etc.) you want to keep the visual representation consistent while expanding it to the rest of the designed piece. This is where brand guidelines come in. Created by designers, the brand guidelines detail specific aspects of your brand that should not be tampered with. This allows non-designers and designers alike to appropriately use the logo and supplemental design elements without weakening the visual brand messaging.
A typical brand guide includes:
- The official company logo
- Appropriate applications and usage
- Inappropriate applications and usage
- Font choices
- Color options expressed in Pantone, RGB and CMYK values
- Acceptable stock photography
- Additional design elements such as icons or shapes
Why is This Important?
When a design leaves the desk of the designer it has a tendency to lose some of it's original quality. This is not the fault of any one person, but as the logo is handed down from one person to another, certain elements are left off or forgotten. The brand guidelines ensure that all logo applications and designs are consistent. I like to think of it like a compass, guiding all decisions on proper design direction.
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