You’ll start by defining your brand’s goals, values, mission and target market - its raison d'être. The company’s story centers on three values: “Exceptional quality,” “Ethical factories,” and “Radical Transparency.” They set out to disrupt a status quo in retail—high-priced garments of relatively low quality from morally questionable sources—and instead operate on the principle of fairness with both their employees and their customers. Every business needs a brand style guide to establish the consistency of their brand’s image. Also, note your logo’s proportions so that it can be resized with accuracy. It’s also guides the way you interact with your customers and helps you resonate with customers who identify with your mission and values. How can you quickly communicate your brand requirements as you grow your small business? Why do you need a visual brand style guide? From here, define how these details will be expressed by the look, voice and behavior of your brand. Trello (acquired by Atlassian about a year ago) tells a similar brand story in 10 principles, each one accompanied by a fun custom illustration. Need some help creating your own brand guidelines? Specify when and where to use infographics and data visualizations, and include style preferences and technical conventions. If you’re just getting started defining your brand, we suggest looking through your existing content and setting aside the images, blog posts, and anything else you see that best aligns with your company’s brand. Many companies are now using multiple color schemes to add vitality to their brand communications. To create your image guidelines, start by selecting the best performing images on your site. You can communicate this message through a combination of your logo’s overall format (text-based, image-based, or a combination of the two), icons, typography, color palette, and layout. Why, exactly, does your company exist? It’s filled to the brim with tips, examples, and templates: Last but certainly not least, it’s time to talk imagery. A brand story is a narrative about your company that centers on your company’s values and reasons for existence. To craft your own brand story, think about your company’s origins, mission, and values. Remember: You might be sharing them with freelancers or a content agency . Style guide’s are usually website or app specific but can reach father. Every company, big or small, needs a brand style guide to define and outline the different components of their branding strategy. After months of research and brainstorming, you’ve finally created the perfect brand strategy for your company. If I could suggest one thing for your brand style guide, it would be to include a writing sample (or two) that heroes your company’s brand voice. You want to find a name that fits just right and design a logo that … Choose words that best define you, and write using the language and tone that reflects these characteristics. Together, these are the most important things needed to establish your brand identity because they tell the world what you stand for. If you find that something about your brand is not working, fix it! It’s filled to the brim with tips, examples, and templates: A ton of the world’s top tech companies have rebranded over last few years, and dedicated some serious time and effort into developing thorough brand style guides. Images. The Front Cover of a style guide is the first port of call for a reader, and as a result is a great place to make a statement about your brand identity. to add vitality to their brand communications. This lighthearted stance has helped them establish their voice after a recent and. When you’re starting your business, you spend a lot of time considering your brand. Atlassian, a well respected software company, has made their brand story all about personality. If you use Canva check out this Font Guide to build your brand. and for your body text (all the other writing in your posts). Regardless of the format you choose, your guidelines need to be easily accessible for everyone. Now you know why a good style guide is important, what it should look like, and what to include. How to Create a Style Guide to Ensure Your Brand Standards. Your brand voice is another defining element of your brand; it’s the way you speak with your audience, and the personality traits and values you imply as a result. Once you’ve identified this content, take a closer look. Being clear about our typeface guidelines helps us achieve brand consistency across all channels. In. Think about the message you’re trying to convey to your audience and prospective customers. Before creating a Brand Style Guide, your designer needs to have created a set of visual brand elements. Branding is about building up public perception, something that can only be achieved when you communicate a clear, unified message about who your company is. All you need is about 30 minutes to think about your brand/what you want it to be, 30 minutes to identify the key information, and another 30 to make it look nice. By giving tons of examples they make it impossible to go awry with messaging. Along the same vein, Shopify goes all out, specifying when and where to use illustrations, the principles with which to critique illustrations, and the stylistic choices (like background color, level of detail, scale, and blending modes) that make an illustration “on-brand”. Well, Trello loves to feature custom illustrations, but knows it can be hard for different artists to produce illustrations with a cohesive style. They also provide some more concrete direction to their photographers: “We use natural light whenever possible. If you make a logo with our logo design tool you’ll automatically get a Brand Book—our version of a brand style guide—that lists the best fonts, colors, logo iterations, etc. Maybe you’ll make them laugh, or resolve their frustrations and fears. for your brand. Your brand should have an uniformed look and voice throughout all of your brand assets to help your audience grow familiar with who you are and what you represent. has gone one better, removing any ambiguity about logo color by specifying primary, secondary, and incorrect logo color usage. All of the top brand style guides outline rules for exactly how to use their logos, to make sure nobody sends the wrong message with their brand. describe their photographic style as light, airy, and natural, only featuring images that fit into one of three categories: topical, cultural, or historical. There are five key components: mission, vision, target audience, brand personality and core values. They’ve really captured a playful, down-to-earth tone that rings true with their brand: There’s nothing wrong with a more traditional approach, either. It lets everyone know exactly how to present your brand to the world. Make it dummy-proof by including what. Creating a brand style guide can be time-consuming, but that doesn’t mean you don’t need one. Brand style guides provide parameters for how anyone reproduces your brand’s name or image elsewhere. Create a brand story that communicates to the world what your brand is all about. That way, you’ll build the consistency you need to cultivate your brand’s image, connect with customers, and stand apart from the competition. Photographic style is just as important as illustrative style. Be clear about your brand’s typefaces; specify which typefaces you use for your logo, tagline, website headings, body text, and more. They’ve really captured a playful, down-to-earth tone that rings true with their brand: There’s nothing wrong with a more traditional approach, either. 2. https://www.vyond.com/resources/how-to-create-a-video-style-guide Create your Brand Identity. A brand style guide is a set of rules for how your brand will be portrayed, both online and off. Check out our article on. This story forms the basis of Everlane’s interactions with their customers. Usually about half the width of the logo itself, these image-free zones give logos space to breathe to ensure they maintain visual impact. Ideally, it also helps them understand the choices you've made in creating your visual brand identity, and to understand why it's important to adhere to the Style Guide. Between my sophomore and junior year of college, I interned at a marketing company in their design department. In addition to including your brand story in your style guide, you’ll want to include your brand voice. In your brand style guide, clearly define your brand’s. Check out our article on how to choose infographic fonts–all the same rules apply! What does it represent about your brand’s personality, mission, or values? Build one with these 6 simple steps: Kick off your brand style guide with a great brand story; Use logo guidelines to create a recognizable brand signature By documenting them in a guide, your brand will be consistently expressed by an employee, a vendor, a freelancer—whoever needs it to create something for your business. Here’s how to create a solid brand style guide that keeps your business looking professional and consistent out there in the big world. To avoid unnatural angles, never rotate the camera to an angle other than 90 degrees.”. Shopify has gone above and beyond in defining their voice–including a ton of do’s and don’ts for grammar, punctuation, spelling, vocabulary, naming, and tone. Also, include your kerning (spacing between letters) and tracking ratios to keep your style consistent when your logo is resized. The style and design layout has to be figured out and a section created in the brand manual or style guide. Be sure to include your brand voice in your style guide so that people use a consistent voice across all written company materials. A simple brand style guide doesn’t need to this extensive–just focus on your most used fonts, usually just one or two. Let’s look at how to create one. Consistency is the first key of branding. Additional print assets such as comp slips, business cards, invoices etc should also be included in the manual along with the correct dimensions, bleed marks etc. Once you have it figured out, ensure that it’s replicated across your channels by spelling it out in your brand style guide! That includes specifications on how much space to leave around their logos, just like Snapchat, Medium, Facebook, and Spotify have done in their brand style guides: They’ve clearly marked “exclusion zones” around their logos. Then those design elements should be brought together into a set of visual standards within a brand style guide. This means outlining what fonts are used for what purposes (in print and on the web). Light is also used as an active element in our photography, sometimes to the point of slight overexposure. Brand Guide’s include everything websites, print, swag, etc. For example, our logo should appear red on a white background, and should appear white on a background of any other color. into developing thorough brand style guides. To keep brand recognition intact, it’s more important than ever to make core brand colors well known and consistent. Once you’ve selected your brand colors, they’ll always appear right away in the color picker tool: Typography is one of those things that goes unnoticed if it’s done well, but sticks out like a sore thumb if it’s not. Use those samples to guide you as you craft your brand style guide. She’s particularly interested in helping people communicate complex information. A simple Brand Overview can be an introduction to who you are, what you do, and how you do it differently than every other X out there. Once completed, make sure guidelines are distributed to the team, stored in an easy-to-access place, and regularly updated. Depending on your business type and needs, you may have some different elements to consider for your own brand style guide, but here’s what we recommend including as a basic starting point for your brand guidelines: Fonts. ): Need to learn about choosing fonts? Name your design style guide something like 'Styleguide_lite_v0.1' and explain to your client that this is the “lite” guide to working with the brand, which is suitable for everyday creative use. But, if you need to create one from scratch, here’s what you need to know: Ok. Now that you know why you need a brand style guide. for your brand. There are 6 key elements of a brand style guide: Brand story; Brand voice; Logo; Imagery; Color palette; Typography Before we dive in to the details of … Kick off your brand style guide with a great brand story, Use logo guidelines to create a recognizable brand signature, Specify the imagery and iconography that makes up your visual style, If you find that something about your brand is not working, fix it! It doesn’t hurt to give some concrete examples, either. Allowing font choices to slip under your radar can really cheapen your brand. It’s used to communicate a company’s values to the public, and can also help guide major decision-making within an organization. These six, core elements of a one-page brand style guide are more than sufficient to address how your brand is represented in the visual and written mediums. They leave nothing to chance by outlining what it means to make a “Trello-y” illustration–with guidelines on concept, composition, shadows, and more. Make it dummy-proof by including what not to do: Follow the lead of top brands like Spotify, Medium, Facebook, and Snapchat and create clear guidelines to make sure your logo is represented in the best light. Specify your font and design hierarchy with respect to font sizes (big for headers, medium for subheaders and smaller longer paragraphs) and font weights (light, bold, heavy, etc. Create a Google Doc – ‘My Branding & Style Guide’ and continue to the next step. That’s where a brand style guide comes in handy. But, if you need to create one from scratch, here’s what you need to know: What is Branding, and Why is it Important. How do you ensure that new employees know the ins and outs of your brand’s voice, personality, and tone? Sometimes that’s all you need! Brand guidelines are something that defines the overall look and feel (design, structure, logo, font style) of your brand. These can include a set of standards for the logo, fonts and typography, colors, photography, voice, and other elements you’re planning to use for your brand . A brand style guide is a rulebook containing specifications on everything that plays a role in the look and feel of your brand–everything from, to logos and imagery. Quirky? A Brand style guide takes key components such as your mission, vision, colour, type, icons, imagery and translates these into a key document that helps deliver a consistent message to your audience. If you’re unfamiliar with the term, a brand story defines and describes the things that a company cares about most. Midori spreads visual communication tricks and tips as an Information Designer at Venngage. has gone above and beyond in defining their voice–including a ton of do’s and don’ts for grammar, punctuation, spelling, vocabulary, naming, and tone. And consistency is necessary in order to communicate with excellence. Are you quirky and light-hearted, or serious and authoritative? You’ve designed a beautiful logo, figured out your brand’s color palette, and nailed your brand story. 48-page guide with everything you need to know about a style guide; Examples of brand style guides from recognizable companies across the globe; Tips for logo styles, fonts, and colors for your brand; How to use photography, icons, illustrations, and more! Home » Blog » How to Create a Killer Brand Style Guide – With Examples. Style guides can take a number of forms but they generally have key elements. , a well respected software company, has made their brand story all about personality. Build one with these 6 simple steps: Or work with one of our pre-designed templates–just pop in your own branding and you’re off to the races! Now, we’ve come to the fifth component of your brand style guide: Your choice of fonts and typography. A brand style guide creates a set of standards based on all the things your church is doing well in communicating who you are. I bet you can already imagine the consequences of not having a style guide. If you’re unsure of your brand colors’ hex codes or CMYK values, you can always use a color conversion tool like this one to help figure it out. This could include mention about backgrounds, colors, grids and more. Take note of how your logo should appear across colored, black, and white backgrounds, and be clear about any color variations you’ll need to apply for different backgrounds. Pssst…Want to learn how to build your own Brand Style Guide from scratch? Depending on your product or business, sometimes it’s necessary to specify different fonts for different platforms. However, it’s never too early to create a style guide. They’ve made it clear that they know exactly who they are and what they want to be, describing themselves as “bold”, “optimistic”, and “practical with a wink”. It sets the stage for the brand experience, and should inform the rest of the style guide. Illustration principles from Shopify’s brand style guide. How to Create a Style Guide to Enhance your Brand’s UX? A Brand Style Guide helps the people inside and outside of your organization who use your visual brand assets, to use them consistently and correctly. Maybe they’ll feel valued and fulfilled by supporting a company that’s committed to causes they believe in. In the past, brand colors were simple. If you use photographs frequently in your branding, your style guide should specify the level of complexity, compositions, color schemes, styles, and technical specs that make photographs fit within your brand. Skype’s brand story is one of my favorites. A brand style guide should be an ever-evolving document, which is why we’ve made editing and, communicates to the world what your brand is all about. Elements of a Guide. This lighthearted stance has helped them establish their voice after a recent and dramatic brand overhaul, and I, for one, am a big fan. Turn these ideas into a short and simple narrative that you can use to guide your brand’s logo creation, imagery and color palette, and personality overall. Create your brand’s style guide. Together, the above 6 elements—your story, voice, logo, color palette, imagery, and typography—shape your brand. Check out this FREE ebook we created with our friends at HubSpot. Brand Guide isn’t the same a style guide. Common mistakes to avoid when crafting beautiful style … For more direction, follow our guide to creating a brand style guide people will actually use. A brand style guide should be an ever-evolving document, which is why we’ve made editing and sharing a breeze. to include in your brand style guide. In your brand style guide, clearly define your brand’s color palette. Dove’s brand voice is friendly, inspirational, encouraging, and soothing, and the reason its voice is so powerful is precisely because the brand sticks to this voice so consistently across its copy. It’s the one thing that everyone should immediately recognize as belonging to you, and only you. It’s the perfect place to both summarise the main elements of your brand (logo, colors and principal typefaces) and to show off your branding style in a creative, attention-grabbing way. It guides the design for all your content, from blog posts and presentations to office spaces and business cards. The third component of your brand style guide is your logo. Voice. Fashion retailer Everlane has a great brand story that is the driving force behind their company’s products and their customer interactions. Want to learn how to build your own Brand Style Guide from scratch? Take notes on the shared traits of your best performing images, and use that as a set of guidelines in your style guide. This consistency is important for building our brand’s authority and recognition. Elements of a brand style guide. To create an online space that makes your brand stand out from the rest. It will help you enhance your brand’s user experience and bring it to a whole new level. “At Dove, we have a vision of a world where beauty is a source of confidence, not anxiety,” the brand coos. Here’s what you can learn from the brand style guides of my favorite brands (with some handy brand style guide templates sprinkled in) in this slick branding infographic: Before I dive into this guide, have you heard about Venngage’s Brand Kit feature? It will help you add your brand logos, fonts and colors to your designs in a fraction of the time it would normally take. This guide is about how to create a brand book for your small business in 2021, however let’s discuss first what’s a brand book! Discover more here on: ‘How to create a powerful br Here’s an example of a branding infographic that showcases this: If your branding features infographics or data visualizations (which it definitely should), don’t forget to include some stylistic guidelines for them as well. Create some guidelines for imagery (photos, illustrations, charts, infographics, etc.) Brand stories can look pretty different at different companies, but there is one key thread that ties them all together: Brand stories wrap up a company’s vision, mission, and core values in one nice little package. Generally speaking, a brand style guide is a set of rules that establishes consistency in the ways a brand presents itself to the world. What problems does it set out to solve? It’s time to create one for your company. A brand style guide is a rulebook containing specifications on everything that plays a role in the look and feel of your brand–everything from typography and color to logos and imagery. Whether you work with photos or illustrations, providing lots of examples and thorough descriptions is the way to go! Solidifying the principles of your brand now will save you from potential mayhem down the road when your business grows into more than you alone can keep track of. has left nothing to chance by including options for Android, wearables, Microsoft products, and even autos: Need to learn about choosing fonts? Even after you come up with your standard logo design, you’ll still need to figure out a few key factors for your brand style guide. The document provides everyone who works with your brand clarity on how to deliver a consistent experience across all media. Figure out the smallest size at which your logo is still legible in print and on screen, and make sure it doesn’t appear any smaller than that. A brand voice is just as important as the brand style. What is a Brand Style Guide? Venngage’s Brand Kit allows you to save your brand colors for easy access later. Create a brand style guide so you can put these specifications into writing. WATCH: Everything you need to know about brand in under 3 minutes! Take inspiration from today’s top brands and make your own brand style guide to allow everyone representing your brand to produce collateral quickly, efficiently, and with confidence. Take inspiration from today’s top brands and make your own brand style guide to allow everyone representing your brand to produce collateral quickly, efficiently, and with confidence. Your website is probably chock full of images within your blog posts, web copy, and more. This includes its web design, tone, and content, the way you handle customer interactions, and more. On the other side of the spectrum, Atlassian has kept it short and sweet, simply outlining their writing style in a couple brief sentences. To define your brand voice, come up with a handful of words that best describe your brand. Whether you, like Twitter and Snapchat, have one primary brand color and some secondary shades: , you have specific color combinations you want your designers to stick with: trends of the moment, Spotify has even included realistic examples of where. A typical brand story includes your company’s origins, the problem it sets out to solve, the mission and values it carries forward, and its vision for the future. Whether you, like Twitter and Snapchat, have one primary brand color and some secondary shades: Or like Netflix, you have specific color combinations you want your designers to stick with: It’s a good idea to make your core brand colors absolutely clear. (acquired by Atlassian about a year ago) tells a similar brand story in 10 principles, each one accompanied by a fun custom illustration. We’re not just talking general colors like “red, green, brown”; you need to specify the exact shades of each hue that you use. Don’t forget to include the necessary hex codes, RGB values, and CMYK color codes to make sure your colors are presented consistently across media. Brands like Trello that rely more heavily on color to express functions and components of their product tend to develop more comprehensive color systems. Choose 2-3 fonts that fit your brand and go well together. Professional? goes all out, specifying when and where to use illustrations, the principles with which to critique illustrations, and the stylistic choices (like background color, level of detail, scale, and blending modes) that make an illustration “on-brand”. It lets everyone know exactly how to present your brand to the world. Every great brand is driven by a compelling brand story. But how will you make sure other companies talking about your services represent your brand with the same degree of accuracy and precision? 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