A brand is not just a logo, but rather a set of cohesive elements that communicate to the world who you are and what you stand for. Our UX Lead Paul Best (seen in the Tweet above) walked business owners through the entire spectrum, helping them consider logo configurations, color palette, typography, photography, iconography, and applications of your brand. Read more at: https://isl.co/2017/08/small-biz-big-impact-four-key-steps-to-build-your-brand

1. 641 S ST NW.
Washington, DC 20001
P: +1 202-683-9980
www.isl.co
Buildyourvisualbrand
JU LY 18, 2017
A HANDY GUIDE FOR SMALL BUSIN ES SES

2. 2
1. Introduction
2. Evaluating your Identity
3. Logo Configurations
4. Color Palette
5. Typography
6. Photography
7. Iconography
8. Brand Applications
9. Takeaways
TABLE OF CONTE NTS

3. BUILD YOUR VISUAL BR A ND
Introduction
3

4. 4
Whatisabrand?
V ISUAL
IDEN TI TY
C USTO MER
EXPERIENC E
BRAND
PROMISE
TO NE &
VO ICE
INTRODUCTION
+ many more

5. 5
Whatisabrand?
V ISUAL
IDEN TI TY
C USTO MER
EXPERIENC E
BRAND
PROMISE
TO NE &
VO ICE
INTRODUCTION
+ many more

6. 6
WHAT IS A BRAND
Abrandisnotjustalogo.

7. 7
WHAT IS A BRAND
Asetofcohesiveelementsthat
visuallycommunicateswhoyouare
andwhatyourepresent.

8. 8
INTRODUCTION

9. 9
INTRODUCTION

10. 1. Recognitioninanymedium
2. Knowwhoyou’retalkingto
3. Buildstrust&loyalty
4. Savetimeinfutureapplications
5. Effortlesscommunicationwithyourteam&outsideworld
10
INTRODUCTION
Visualidentitycreatesvalue…

11. BUILD YOUR VISUAL BR A ND
Evaluatingyouridentity
11

12. Whatisamark?
SECTION HEADLIN E
12

13. 13
WHAT IS A M ARK?

14. 14
WHAT IS A M ARK?

15. 15
WHAT IS A M ARK?
M AR K
LOG OTY PE
LOG O
C ONFIG URATION

16. Whatisalogo
configuration?
SECTION HEADLIN E
16

17. 17
LOGO C ONFIGUR ATIO N
http://ripeserver.com/clients/ford/brand/01/

18. 18
Isitdistinctive?
Distinctive means unique and different
from everything else. It stands out among
the crowd and isn’t easily confused with
others.
EVALUATING YOUR MA RK

19. 19
Isitadaptable?
Adaptability means that it works across
numerous applications — on a t-shirt, on a
cup, online, on a truck, on a road sign. You
get the idea.
EVALUATING YOUR MA RK

20. 20
Isituniversal?
Universal means there is a method of
visual communication that can be
understood by anyone
EVALUATING YOUR MA RK
Is this universal?

21. 21
HolyGrail:
Isitsimple?
Draw it by hand in ten seconds with a
pencil. If you can do this easily, then you
have a simple logo.
EVALUATING YOUR MA RK

22. 22
HolyGrail:
Isitsimple?
Draw it by hand in ten seconds with a
pencil. If you can do this easily, then you
have a simple logo.
EVALUATING YOUR MA RK

23. WhatdoIneedtoconsider?
LOGO
23
1. Horizontalconfigurations?
2. Verticalconfigurations?
3. Markonly?
4. Logotypeonly?
5. Colorconfigurations?
6. Favicon->Billboard

24. BUILD YOUR VISUAL BR A ND
ColorPalette
24

25. 25
COLOR

26. 26
COLOR
CMYK(subtractivecolor) RGB(additivecolor)
For Screen / WebFor Print

27. WhatdoIneedtoconsider?
COLOR
27
1. Brandcolors
2. CMYK/RGB/Pantone
3. Howreproduciblearemycolors?
4. Howuniquearemycolors?
5. Whatdotheymean?Howaretheyconnectedtomybrand?

28. BUILD YOUR VISUAL BR A ND
Typography
28

29. 29
TYPOGRAPHY

30. 30
TYPOGRAPHY

31. WhatdoIneedtoconsider?
TYPOGRAPHY
31
1. Brandtypefaces
2. WhatfontsdoIneed?
3. Licensesforprint/web
4. Fallbackfonts

32. BUILD YOUR VISUAL BR A ND
Photography
32

33. 33
PHOTOGRAPHY

34. WhatdoIneedtoconsider?
PHOTOGRAPHY
34
1. Whatison-brand?
2. DoIwantpeopleinmyphotos?
3. Posed?Candid?Dynamic?
4. Thinkofwordstodescribehowphotographyshouldfeel

35. BUILD YOUR VISUAL BR A ND
Iconography
35

36. 36
IC ONOGRAPHY

37. 37
IC ONOGRAPHY
Outline Glyph

38. WhatdoIneedtoconsider?
IC ONOGRAPHY
38
1. Whatison-brand?
2. GlyphvsOutline
3. Color?
4. Reproducable?

39. BUILD YOUR VISUAL BR A ND
BrandApplications:Print
39

40. 40
BRAND APPLICAT IO NS : P R INT

41. WhatdoIneedtoconsider?
BRAND APPLICATIO NS : P R INT
41
1. Letterhead
2. Businesscards
3. Envelopes
4. Notecards
5. Menus/Industry-specificneeds

42. BUILD YOUR VISUAL BR A ND
BrandApplications:
Interactive
42

43. 43
BRAND APPLICAT IO NS : IN T ERACT IV E

44. 44
BRAND APPLICAT IO NS : IN T ERACT IV E

45. WhatdoIneedtoconsider?
BRAND APPLICATIO NS : IN T ER ACT IV E
45
1. Website
2. SocialMediaProfiles
3. OGShareimages
4. Favicon/AppIcons
5. EmailSignature
6. Powerpoints/Keynotes

46. BUILD YOUR VISUAL BR A ND
BrandApplications:
Environmental
46

47. 47
BRAND APPLICAT IO NS : EN VIRO NM ENTAL

48. WhatdoIneedtoconsider?
BRAND APPLICATIO NS : EN VIRO N MEN TA L
48
1. Howismyvisualidentityrepresentedinmyspace?
2. Whatarethelowbudget/bigwins?
3. Signage
4. Interiorarchitecture

49. BUILD YOUR VISUAL BR A ND
BrandApplications:
Packaging+Promo
49

50. 50
BRAND APPLICAT IO NS : PACK AG ING + PRO M O

51. WhatdoIneedtoconsider?
BRAND APPLICATIO NS : PACK AGIN G + PRO M O
51
1. Whataremypackagingneeds?
2. Howdoesmyidentitytranslatetomypackaging?
3. HowcanImaximizemybudgettobringdelightandjoytocustomers
4. Findthatstickymomentofrecognition

52. BUILD YOUR VISUAL BR A ND
Takeaways!
52

53. TAKE WAYS
53
Styleguidetemplate

54. TAKE WAYS
54
Additionalresources

55. 641 S ST NW.
Washington, DC 20001
P: +1 202-683-9980
www.isl.co
A J. WALTER THOMPSON CO.
Thanks!