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Brand Guidelines

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A2 Media Studies - Brand Guidelines
Disclaimer: 'Moonflower' exemplar extracted from Alina Haq's powerpoint regarding brand guidelines.

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Brand Guidelines

  1. 1. Brand Guidelines Brett Moore
  2. 2. What are Brand Guidelines • Brand Guidelines (also commonly referred to as “brand standards”, “style guide” or “brand book”) are essentially a set of rules that explain how your brand works. These guidelines typically include basic information such as: An overview of your brand's history, vision, personality and key values 1. An overview of your brand’s history, vision, personality and key values. 2. Brand message or mission statement – including examples of ‘tone of voice’. 3. Logo usage – where and how to use your logo including minimum sizes, spacing and what not to do with it. 4. Colour palette – showing your primary and secondary colour palettes with colour breakdowns for print, screen and web. 5. Type style – showing the specific font that you use and details of the font family and default fonts for web use. 6. Image style/photography – examples of image style and photographs that work with the brand. 7. Business card and letterhead design – examples of how the logo and font are used for standard company literature.
  3. 3. Brand Identity • A brand's visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. • Brand identity is different to brand image, which is what consumers actually think. It is constructed by the business itself. A negative gap between brand identity and brand image means a company is out of touch with market sentiment, which will make selling its products more difficult. The brand image held by consumers can reach a point at which a business or product has to rebrand itself or risk not bringing in sales.
  4. 4. Logo • A Logo (The symbol of the entire identity & brand) • A logo is for… identification. • A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like. • The logo identifies a business or product in its simplest form.
  5. 5. Typeface • Quintessentially the font used for example the below exhibits the breakdown of one particular font; moonflower.

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