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A R T I C L I N P I R A T I O N G A L L R Y A O U T

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a n d r u l e s t o m a i n t a i n t h e i r i d e n t i t .

T h i s d o c u m e n t , w h i c h c a n r a n g e

f r o m a c o u p l e o f p a g e s , t o s e v e r a l

h u n d r e d , i s t h e t h r e a d t h a t h o l d s

t o g e t h e r w h a t t h e p u l i c s e e s f r o m

a c o m p a n .

A r a n d i l e e s t a l i s h e s t h e v o i c e a n d

p e r s o n a l i t o f a c o m p a n , a s w e l l a s w h o t h e

p u l i c w i l l s e e , a n d i t g o v e r n s e v e r a s p e c t o f

c o m m u n i c a t i o n f r o m t h e c o m p a n . T h e r a n d

i l e i s t h e a s i s f o r a l l i n t e r a c t i o n s o n e h a l f

o f a c o m p a n p e r s o n a l c o m m u n i c a t i o n s ,

s o c i a l m e d i a , a d v e r t i s i n g a n d d e s i g n . W h i l e a

r a n d i l e f o c u s e s o n m a n t h i n g s , w e a r e

r e a l l g o i n g t o l o o k a t h o w i t a f f e c t s d e s i g n .

What I a rand ile?

A r a n d i l e o r o o k i s a d o c u m e n t t h a t

e s t a l i s h e s d i s t i n c t g u i d e l i n e s o n h o w a l l

a s p e c t s o f a c o m p a n s r a n d w i l l e h a n d l e d .

I t s h o u l d e s t a l i s h r u l e s f o r c r e a t i n g a u n i f i e d

a n d i d e n t i f i a l e p r e s e n c e f o r o u r r a n d . T h i s

i n c l u d e s e v e r t h i n g f r o m t h e d e s i g n o f a l o g o

a n d h o w i t c a n e u s e d , t o l e t t e r h e a d , t h e l o o k

o f a w e s i t e , p e r s o n a l c o m m u n i c a t i o n s a n d

h o w i t a l l l o o k s .

T h e r a n d i l e i s m e a n t t o h e l p e m p l o e e s

p r o p e r l u s e a n d c o m m u n i c a t e t h e m e s s a g e

o f a r a n d . I t o u t l i n e s r a n d g o a l s a n d t h e

c o m p a n p h i l o s o p h . F u r t h e r i t a n s w e r s a f e w

k e q u e s t i o n s : W h a t i s t h e c o r r e c t s p e l l i n g a n d

u s e o f t h e r a n d ( a n d a f f l i c t e d ) n a m e s ? W h a t

i m a g e s a r e a s s o c i a t e d w i t h t h e r a n d a n d

p r o d u c t l i n e s ? I n w h a t w a s c a n / s h o u l d t h e

c o m p a n l o g o e u s e d ? W h a t a r e p e o p l e

a l l o w e d t o s a a o u t t h e r a n d ? W h a t

m a r k e t i n g t a c t i c s a r e p r e f e r r e d o r e n c o u r a g e d

v e r s u s w h a t m a r k e t i n g t a c t i c s s h o u l d n o t e

A O U T T H A U T H O R

Carrie

Couin

C a r r i e i s t h e

c h i e f w r i t e r a t D e s i g n

h a c k , w i t h e a r s o f

e x p e r i e n c e i n w e a n d

g r a p h i c d e s i g n . p o r t s

f a n a t i c . I n f o r m a t i o n

j u n k i e . D e s i g n e r . T r u e -

e l i e v e r i n k a r m a .

http://dribbble.com/carriecousinshttp://twitter.com/carriecousinshttps://designshack.net/author/carriecousins/

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u s e d ?

I t a l s o s e r v e s a s a g u i d e f o r d e s i g n e r s . A g o o d

r a n d i l e o u t l i n e s a l l o f t h e a s i c d e s i g n

t o o l s t h a t a r e n e e d e d t o c r e a t e a n d

d i s s e m i n a t e c o m p a n c o m m u n i c a t i o n s f r o m

a l l o w a l e t p e f a c e s a n d s t l e s , t o a c o l o r

p a l e t t e , t o i m a g e u s e , t e x t a n d t o n e , a n d t h e

e m o t i o n p o r t r a e d t h e r a n d .

Logo Uage

O n c e o u h a v e t h e p e r f e c t l o g o , i t i s i m p o r t a n t

t o m a i n t a i n t h e i n t e g r i t o f i t a c r o s s p l a t f o r m s .

T h i s i n c l u d e s h o w t h e l o g o i s t o e u s e d , f r o m

p l a c e m e n t t o a c c e p t a l e a l t e r a t i o n s .

A d o e s 2 0 1 0 r a n d G u i d e l i n e s d o a g r e a t j o

o f d e f i n i n g e x a c t l h o w t h e l o g o c a n e u s e d ,

o u t l i n i n g p l a c e m e n t , s i z e a n d s u r r o u n d i n g

w h i t e s p a c e . R e m e m e r , o u r l o g o i s t h e

s i m p l e s t t h i n g p e o p l e h a v e t o i d e n t i f o u r

r a n d , m a k e s u r e o u m a i n t a i n a c o n s i s t e n t

u s e o f t h a t i m a g e .

Font and Tpograph

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T h e r e s h o u l d e a d e f i n e d s t l e f o r e v e r i t o f

t p e u s e d f o r a r a n d , f o r o t h p r i n t a n d d i g i t a l

a p p l i c a t i o n s . R u l e s f o r h o w t o u s e t p o g r a p h

s h o u l d e c l e a r a n d d i s t i n c t , f r o m w h a t

t p e f a c e s a r e a c c e p t a l e , h o w e a c h i s u s e d ,

a n d g u i d e l i n e s f o r a d d i t i o n a l s t l i n g , s i z e a n d

u s e o f c o l o r .

e l e c t a f e w t p e f a c e s t h a t w i l l e u s e d i n

d e s i g n p r o j e c t s . T h i s m a i n c l u d e o n e s e t o f

r u l e s f o r p r i n t p r o j e c t s a n d a n o t h e r f o r d i g i t a l

a p p l i c a t i o n s . u t m a k e s u r e t h e t p e f a c e s

h a v e s o m e c o m m o n l i n k s . F o r e x a m p l e , m a n

w e d e s i g n e r s p r e f e r s a n s s e r i f t p e f a c e s f o r

o d t e x t w h e r e a s o u m a p r e f e r a s e r i f s t l e

f o r p r i n t . F i n d a c o m m o n a l i t e t w e e n t h e t w o .

C o n s i d e r a h e a d l i n e o r i g t p e s t l e t h a t

o u c a n u s e f o r o t h t p e s o f d e s i g n p r o j e c t s .

M o s t r a n d s u s e o n e o f t w o p r i m a r t p e f a c e s .

T h e e x a m p l e a o v e f r o m t h e N o r t h C a r o l i n a

t a t e U n i v e r s i t r a n d o o k u s e s t h e U n i v e r s

f a m i l , o t h r e g u l a r a n d c o n d e n s e d s t l e s .

T h e n s e l e c t a c o m p l i m e n t a r t p e f a c e a n d

s u s t i t u t e t p e f a c e s . I d e a l l , t h e r a n d s h o u l d

i n c l u d e n o m o r e t h a n f i v e t p e f a c e s a n d t h e i r

u s a g e .

Color

http://www.ncsu.edu/brand

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A d e f i n e d c o l o r p a l e t t e c a n e o n e o f t h e m o s t

i m p o r t a n t a s p e c t s o f t h e r a n d i l e . C o n s i d e r

t h e G o l d e n A r c h e s a n d c o l o r t h e r e p r e s e n t

M c D o n a l d s , f o r e x a m p l e . W o u l d o u a s c l e a r l

r e c o g n i z e t h i s c o m p a n i f t h e g i a n t M w a s

a n o t h e r c o l o r ?

T h e r a n d i l e s h o u l d o u t l i n e e a c h c o l o r a n d

h o w i t s h o u l d e u s e d . T h i s i n c l u d e s c o l o r s

t h a t a p p e a r o n l i n a l o g o t o c o l o r s t h a t a r e

u s e d f o r a c k g r o u n d s , t e x t a n d o t h e r d e s i g n

e l e m e n t s . T h e n u m e r s o f c o l o r s i n a p a l e t t e

s h o u l d e k e p t t o a m i n i m u m a n d c a n i n c l u d e

f u l l s a t u r a t e d v e r s i o n s a n d t i n t s .

F u r t h e r t h e d o c u m e n t s h o u l d c l e a r l d e f i n e

e a c h c o l o r n a m e a n d c o l o r v a l u e f o r a

v a r i e t o f p r o j e c t s . C h o o s e p r i m a r , s e c o n d a r

a n d a l t e r n a t e c o l o r s f o r t h e p a l e t t e . D e f i n e

e a c h c o l o r w i t h v a l u e s f o r p r i n t ( C M Y K ) a n d

d i g i t a l p r o j e c t s ( R G , H X ) . A l s o n o t e P a n t o n e

c o l o r s a s s u c h w i t h t h e i r a s s i g n e d v a l u e s .

Image

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G u i d e l i n e s f o r i m a g e s a r e a o u t m o r e t h a n

j u s t w h e t h e r o u w i l l r e l o n p h o t o g r a p h o r

i l l u s t r a t i o n s o r o t h e r t p e s o f g r a p h i c s . T h e

r a n d i l e s h o u l d d e t a i l h o w i m a g e s w i l l e

g a t h e r e d , e d i t e d a n d u s e d .

N i k e , f o r e x a m p l e , r e l i e s o n l a r g e , t i g h t , h i g h -

c o n t r a s t i m a g e s t o d r a w o u i n . T h e I L o v e N Y

c a m p a i g n a o v e u s e s l o c a t i o n - a s e d i m a g e s

f r o m p h o t o s t h a t a r e r e s t l e d a s d r a w i n g s t o

c a p t u r e a t t e n t i o n a n d c r e a t e a f e e l .

I m a g e g u i d e l i n e s s h o u l d a l s o d e f i n e w h e n a n d

h o w c e r t a i n t p e s o f i m a g e s a r e u s e d . W i l l o u

u s e p h o t o g r a p h o r i l l u s t r a t i o n s o r o t h ? I s c l i p

a r t u s e a c c e p t a l e ? H o w w i l l i m a g e s e

e d i t e d ? W i l l t h e e l a c k a n d w h i t e o r c o l o r ?

A l l o f t h e s e q u e s t i o n s s h o u l d e a n s w e r e d i n

o u r i m a g e g u i d e l i n e s .

Text and Tone

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F i n a l l , o u w a n t t o m a k e s u r e t h e t h i n g s o u

s a f a l l i n l i n e w i t h t h e r a n d i m a g e . T h i s

a p p l i e s t o e v e r t h i n g f r o m t h e h e a d l i n e s i n a n

a d , t o t h e t o n e o f a p r e s s r e l e a s e , t o t h e w a

l o g p o s t s a r e s t r u c t u r e d .

O u t l i n e t h e t p e o f a c c e p t a l e l a n g u a g e t h a t

w i l l e u s e d . I s t h e c o n t e x t w o r d , o r s i m p l e

a n d c o m p a c t ? h o u l d t h e t o n e e f o r m a l , o r

m o r e c o n v e r s a t i o n a l ? W h o i s t h e a u d i e n c e o u

p l a n t o t a r g e t ? W r i t e f o r t h e m .

a s . c o m d e f i n e d i t s r a n d l i n g o i n s i m p l e

t e r m s a n d u s e d a s t l e t h a t m i r r o r s t h e t o n e o f

a c t u a l c o m m u n i c a t i o n s . F o r t h e r a n d ,

s i m p l i c i t i s t h e k e . k p e f o l l o w s a s i m i l a r

p h i l o s o p h , g o i n g a s f a r t o s h o w c a s e w o r d s

t h e c o m p a n l i k e s a n d d o e s n o t l i k e .

U s i n g a c o n s i s t e n t a n d d i s t i n c t t o n e c a n h e l p

c l i e n t s a n d c u s t o m e r s i d e n t i f w i t h a r a n d ,

a n d c r e a t e s a n a s s o c i a t i o n w i t h w h a t t h e

r a n d s t a n d s f o r . W h e n c r e a t i n g g u i d e l i n e s f o r

t e x t a n d t o n e , t h i n k a o u t w o r d s o u w a n t t o

e c o n n e c t e d t o c o o l , t r u s t w o r t h , h i p ,

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e a u t i f u l , e f f i c i e n t , t o p - n o t c h . U s e t h o s e a s t h e

o u t l i n e f o r o u r r u l e s .

rand ile Checklit

H e r e s a l i s t t h i n g s o u r r a n d i l e s h o u l d

i n c l u d e :

O v e r v i e w o f r a n d , i n c l u d i n g h i s t o r ,

v i s i o n a n d p e r s o n a l i t

L o g o s p e c i f i c a t i o n s a n d e x a m p l e s o f

u s a g e

T p o g r a p h p a l e t t e

C o l o r p a l e t t e

I m a g e u s e s p e c i f i c a t i o n s , i n c l u d i n g

p h o t o g r a p h s t l e

L e t t e r h e a d a n d u s i n e s s c a r d d e s i g n

D e s i g n l a o u t s a n d g r i d s f o r p r i n t a n d

w e - a s e d p r o j e c t s

r o c h u r e g u i d e l i n e s

p e c i f i c a t i o n s f o r s i g n a g e a n d o u t d o o r

a d v e r t i s i n g

W r i t i n g s t l e a n d v o i c e

o c i a l m e d i a g u i d e l i n e s

V i s u a l e x a m p l e s t o s u p p o r t e a c h r u l e

( p r o v i d e e x a m p l e s o f p r o p e r a n d

i m p r o p e r u s e f o r c l a r i t )

10 rand ile forInpiration

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L o o k t h r o u g h s o m e o f t h e s e r a n d i l e s

s o m e c u r r e n t , s o m e o l d t o h e l p o u g e t

s t a r t e d u i l d i n g o u r o w n . I t c a n e a t o u g h

p r o j e c t , u t t h e e n d r e s u l t i s r e a l l w o r t h i t .

N i k e F o o t a l l

I L o v e N Y

A d o e

k p e

a s . c o m

H e i n e k e n

G o o d T e c h n o l o g

U n i v e r s i t o f C a m r i d g e

u r m a + h a v e

I n t e l

Concluion

I n t h e c r e a t i o n o f o u r r a n d i l e , t h i n k o f

h o w i t w i l l e u s e d . T h i s d o c u m e n t i s a

r e f e r e n c e m a t e r i a l a n d g u i d e f o r h o w t h e

c o m p a n s h o u l d e p o r t r a e d t o t h e p u l i c .

I n c l u d e e x a m p l e s a n d s p e c i f i c s . K e e p t h e

g u i d e l i n e s d i r e c t a n d s i m p l e u t a l s o t h i n k

a o u t h o w r e s t r i c t i n g t h e c a n e . G u i d e l i n e s

t h a t a r e t o o s t r i c t c a n l i m i t c r e a t i v i t a n d n e w

d e s i g n s ; g u i d e l i n e s t h a t a r e t o o l o o s e m a

r e s u l t i n m u l t i p l e o r d i s j o i n t e d r a n d i d e n t i t i e s .

U s e o u r r a n d i l e a s s t a r t i n g p o i n t a n d

e s t a l i s h a c u l t u r e a r o u n d i t t h a t a l l o w s

d e s i g n e r s r o o m f o r c r e a t i v e t h o u g h t w h i l e

m a i n t a i n i n g t h e a u r a o f t h e r a n d i n a v a r i e t

o f p r o j e c t s . R e m e m e r t h e u l t i m a t e g o a l o f t h e

http://gregkletsel.com/Intel-Brand-Bookhttp://www.laurashapiro.com/b+book.pdfhttp://www.admin.cam.ac.uk/offices/communications/services/identityguidelines/http://www.scribd.com/doc/201995/Good-Technology-Brand-Identity-Guidehttp://identity.heinekeninternational.com/home.aspxhttp://www.easy.com/PDFs/easyGroup_Brand_Manual.pdfhttp://download.skype.com/share/blogskin/press/skype_brandbook.pdfhttp://brandcenterdl.adobe.com/Corpmktg/Brandmktg/Campaign_Assets/guidelines/corporate/corporate_brand_guidelines.pdfhttp://www.scribd.com/doc/8278452/I-Love-New-York-Brand-Guidelines-November-2008http://issuu.com/logobr/docs/brandbook_nikefootball

7/26/2019 How to Build a Brand Bible & Visual Style Guide _ Design Shack

10/10

o o k i s t o c r e a t e a d i s t i n c t a n d u n i f i e d

p r e s e n c e f o r o u r r a n d .

M a d e C o m p a c t C r e a t i v e

2 0 1 6

H o m e / A r t i c l e s / I n s p i r a t i o n / G a l l e r

A o u t / M e m e r s h i p / A d v e r t i s i n g /

W r i t e F o r U s

I n P a r t n e r s h i p w i t h

a n d

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