This document outlines the contents and purpose of design guidelines. Design guidelines specify how a brand identity can be applied across different situations and media, from print to 3D applications. They define the core brand elements like logos, colors, typefaces, and layouts. Guidelines also demonstrate how brands are realized on various materials and formats, such as business cards, packaging, signage, and digital/video. The level of detail in guidelines depends on the size of the company but generally includes specifications for primary and secondary brand elements.

1. design guidelines
defining the brand identity, its specifications and applications
!
!
To be successfully deployed and applied, a brand identity requires guidelines to define its usage.
!
Design guidelines specify how to print, fabricate and realise the brand in different situations.
!
These situations can be very diverse from 2D print applications to 3D, signage, animation, video, architecture.
!
Depending on the type and scale of the company, the guidelines can vary from a poster to several volumes.
!
The fundamental components of the brand, logotype and visual territory are found in all guidelines.
!
Primary elements demonstrate the realisation and production of the logotype or band.
!
Secondary elements include typefaces, colour palette, layout and use on diverse applications.
!
!
!
Design Guidelines
Paul Vickers

2. !
Contents: design guidelines
!
• The logotype/symbol
• Positive & negative
• Large & small
• 2D & 3D applications
• Printed: single colour, two colour, four colour CMYK
• Embossed, de-bossed, die-cut, illuminated
• Colour, black & white, metallic, transparent
• Static & animated: video, web, interactive
• Logotype construction
• Applications & supports
• Business cards, letterheads, envelopes
• Print, brochures, posters, booklets, menus
• Packaging, bags, boxes, wrapping paper, repeat patterns, ribbons
• Website homepage
• iPhone applications and icon
• 3D applications
• Signage, arch-graphics, facade treatments
• Colour palette & specifications
• Materials, textures & papers
• Unique proprietary typeface design
• Typography: primary & secondary, serif & sans serif
• Utilisation rules, white space
• Vehicles
• Promotional goodies, badges, t shirts
!
!

3. British Airways brand guidelines: the logotype, the Speedmark. Unique typestyle and Speedmark in
positive and negative versions.
Note how the colour and shadow on the ribbon curve is reversed between the two versions.

4. British Airways brand guidelines: three different versions of the speedmark.
1. in half tone for four colour printing with gradation. 2 for two colour solid printing. 3 for line printing,
embossing etc in one colour.
Use on positive and negative backgrounds, minimum sizes and appropriate versions.

5. British Airways brand guidelines: colour palette. Primary and secondary colour palette.
Typeface, a custom typeface unique to the brand and available in light, regular and semi bold weights.

6. British Airways brand guidelines: typeface weights and samples. Toolkit of principal brand components.

7. EdgeBoard brand guidelines: demonstration of the concept on architecture, products & communications.

8. EdgeBoard brand guidelines: a product branding guidelines.
Demonstration of how the brand is created and applied to 3D products, objets and printed communications.

9. EdgeBoard brand guidelines: demonstration of the concept on products and print.

10. EdgeBoard brand guidelines: demonstration of the concept on products and print.

11. I love NY brand guidelines: logotype lock-up’s, clearspace, colour specifications and typefeces.

12. Fiji Airways brand guidelines: logotype, pattern motifs and applications, fuselage and tail fin, cabin uses.

13. One Degree brand guidelines: a brochure that folds out to form a poster containing a CD.
A simple support for a relatively simple brand identity. The two sides of the poster create 32 sections or pages.

15. Ness brand guidelines: a dynamic brand showing animation, movement and b&w plus colour treatments.
With applications to web, mobile phone app and icon.

16. Skype brand guidelines: print and screen logotypes, 2D & 3D treatments, white space, graphic elements, colours.

17. Native coffee roasters brand guidelines: Coffee shop, tore factors and bar.
Banding and application to derivative products, packaging, shop communications.

18. Yelo spa brand guidelines: type and graphic motif, colour variants and colour specifications, business cards.

19. Melbourne city brand guidelines: primary logotype and colour, construction options.

20. Canada Olympic team brand guidelines: origin of Maple leaf design, pattern applied to type and background.

21. Canada Olympic team brand guidelines: photographic style, colour palette, typography.

22. Canada Olympic team brand guidelines: history, stationary and logotype.

23. Canada Olympic team brand guidelines: Maple leaf pattern and construction.

24. !
Contents: design guidelines
!
• The logotype/symbol
• Positive & negative
• Large & small
• 2D & 3D applications
• Printed: single colour, two colour, four colour CMYK
• Embossed, de-bossed, die-cut, illuminated
• Colour, black & white, metallic, transparent
• Static & animated: video, web, interactive
• Logotype construction
• Applications & supports
• Business cards, letterheads, envelopes
• Print, brochures, posters, booklets, menus
• Packaging, bags, boxes, wrapping paper, repeat patterns, ribbons
• Website homepage
• iPhone applications and icon
• 3D applications
• Signage, arch-graphics, facade treatments
• Colour palette & specifications
• Materials, textures & papers
• Unique proprietary typeface design
• Typography: primary & secondary, serif & sans serif
• Utilisation rules, white space
• Vehicles
• Promotional goodies, badges, t shirts
!
!

25. design guidelines
defining the brand identity, its specifications and applications
!
!
!
!
The end
!
Design Guidelines
Paul Vickers