How To Create a Brand Guideline (REAL Client Example)

Summary

In this video, Megan explains the importance of branding guidelines for businesses, highlighting their role in ensuring consistency across all visual elements like logos, colors, and fonts. She walks through the essential components of a branding guideline, including brand strategy, mood boards, color palettes, logo variations, typography, and real-world applications. Megan emphasizes the need for clarity in using brand assets and offers insights into creating a 20-page guideline that is both comprehensive and easy to follow, making it a valuable resource for clients and their teams to maintain a consistent brand presence.

Takeaways

• 😀 Branding guidelines act as the 'dictionary' and 'encyclopedia' for a business, outlining how to use logos, colors, fonts, and more.
• 😀 Consistency in branding helps your audience recognize and trust your brand, avoiding confusion with mismatched visual elements.
• 😀 Every designer may have their own approach to creating branding guidelines, and Megan's approach works best for her clients.
• 😀 A branding guideline document should ideally be 20 pages long, offering detailed yet concise information for clients and their teams.
• 😀 The cover photo should be simple but clear, indicating what the document is about (i.e., the brand's guidelines).
• 😀 Including a table of contents in the branding guidelines helps clients easily navigate to specific sections about logos, colors, fonts, etc.
• 😀 A mood board helps convey the overall vibe, colors, textures, and photography styles that align with the brand’s identity.
• 😀 Detailed color palettes with usage guidelines help ensure the colors are used correctly and consistently across all brand materials.
• 😀 Including logo variations (primary, secondary, and submark) with explanations about where and when to use each version is key.
• 😀 Fonts are an essential part of branding, and the guidelines should include instructions on font usage, sizes, and ADA compliance for readability.

Q & A

What is the purpose of a branding guideline?

A branding guideline is essentially a comprehensive manual that outlines how to use the brand's logos, colors, fonts, and other visual elements. It helps ensure consistency in how the brand appears across various platforms and materials, which is key for brand recognition.

Why is consistency important in branding?

Consistency in branding is crucial because it helps the audience easily recognize the brand. When elements like colors or logos are used inconsistently, it can confuse potential customers and undermine the brand's identity.

What kind of businesses can benefit from branding guidelines?

Both small and large businesses benefit from branding guidelines. Whether you're just starting out or running an established company, having clear branding guidelines ensures your brand is presented consistently across all touchpoints.

What does the branding guideline packet typically include?

The branding guideline packet usually includes a cover page, an explanation of the brand strategy, a mood board, color palette, font choices, logo usage instructions, and examples of the branding in use. It can also have additional details like social media guidelines depending on the client’s needs.

Why is it important to provide a table of contents in a branding guideline?

A table of contents helps clients easily navigate the document, especially if it’s lengthy. It saves them time and ensures they can quickly find information about logos, colors, or other specific branding elements.

What is the purpose of the mood board in a branding guideline?

The mood board is a visual collage that conveys the overall aesthetic, vibe, and direction of the brand. It includes inspiration images, photography styles, and textures to guide future content creation, such as photoshoots or marketing materials.

How should color be used according to the branding guidelines?

The branding guideline should specify not only the color palette but also how and where to use each color. For instance, some colors may be accent colors, while others are for primary branding elements, and it's important to avoid overusing one color at the expense of others.

What are the different types of logos mentioned in the script?

The script mentions three main types of logos: the primary logo, secondary logo, and submark. The primary logo is typically used in large spaces, the secondary logo is a simpler version, and the submark is an icon or symbol that stands alone without text.

Why is spacing important around a logo?

Spacing around a logo ensures that the logo remains clear and legible, without any distractions. It gives the design breathing room, allowing the audience to focus on the logo without being overwhelmed by nearby text or images.

How are typography and font choices handled in the branding guideline?

Typography is crucial to branding, and the guideline specifies the fonts for headings, subheadings, and body text. It also includes font sizes and where to use each font style. The guideline may also provide download links for the fonts or instructions on where to purchase them.

What is the purpose of showing logo designs in use, such as on social media or business cards?

Showing logo designs in use helps the client visualize how the brand will appear in real-world applications, such as on business cards or social media profiles. It also provides guidance on proper logo sizing and color combinations for these contexts.