How To Build A Brand Guidelines (Template included)

Summary

This video guides viewers through the process of creating a brand identity, focusing on typography, color palettes, and visual elements. It covers key aspects like choosing fonts, adjusting tracking and leading, and designing with consistency across platforms. Additionally, it introduces Framer as a tool for web design, allowing seamless integration of brand guidelines. The video also offers tips for efficient editing and presents a real-world client example to demonstrate the application of brand elements. It’s a comprehensive tutorial for anyone looking to build a strong, cohesive brand identity.

Takeaways

• 😀 Consistent font selection and typography are crucial in branding to establish a clear and recognizable identity.
• 😀 The choice of primary and secondary fonts should align with the brand’s aesthetic and functionality.
• 😀 The document emphasizes the importance of tracking and leading in typography, showcasing their impact on readability and design.
• 😀 A rule of thumb for typography is a 1:1 ratio for larger titles and a 1.2 multiplier for smaller subheadings.
• 😀 Poppins is used as the secondary font because of its clean and versatile appearance.
• 😀 Typography should be displayed with real-world examples, such as social media templates, to show its application.
• 😀 Brand guidelines also cover the creation of an illustration library, split into categories like hand illustrations and people illustrations.
• 😀 The brand pattern is a key element, helping to maintain a cohesive look and feel across all branding materials.
• 😀 The design process is made more interactive using Framer, a tool that allows easy integration of brand assets directly into websites.
• 😀 The video includes practical shortcuts for editing templates efficiently, like replacing fonts in bulk and adjusting color palettes.
• 😀 A successful brand identity includes clear logo usage, typography, color pairings, and real-world application examples to ensure consistency across different mediums.

Q & A

Why is typography so important in brand identity design?

Typography plays a crucial role in shaping the overall look and feel of a brand. It communicates the brand's personality and can influence how the message is perceived. The right choice of fonts, line spacing (leading), and letter spacing (tracking) can greatly enhance readability and visual appeal.

What is the recommended ratio for leading when working with typography?

The speaker suggests a 1:1 ratio for larger titles, meaning the leading should match the font size. For smaller subheadings, the ratio is increased to 1.2, meaning the leading should be 1.2 times the font size.

What font is used for the primary type in this brand guideline?

The primary font used is B Grayson, which is selected for its unique and clean design that aligns with the brand's style.

What font is used for the secondary type, and why is it chosen?

The secondary font is Poppins, chosen for its clean, modern look. It's versatile and works well for subheadings, body text, and other secondary design elements.

How does the speaker handle font changes in design software?

The speaker demonstrates an efficient method for changing fonts across a design project by using a 'Find and Replace Font' feature in design software, which allows you to select a font and replace it with another system font throughout the document.

What is the purpose of creating an illustration library in brand design?

An illustration library helps to ensure consistency in visual assets. By organizing illustrations into categories such as hand illustrations, people illustrations, and others, designers can easily access and apply relevant visuals that match the brand's style.

Why is a brand pattern important for a company's visual identity?

A brand pattern adds a unique design element that enhances the brand's recognition and consistency. It can be used across different materials like marketing collateral, websites, and social media, reinforcing the brand’s identity.

How does the speaker incorporate social media examples into the brand guideline?

The speaker includes real-world examples of how the brand’s typography and assets look on social media templates. This helps to visualize how the brand identity will appear in a digital environment, ensuring that the design remains consistent across various platforms.

What tool does the speaker recommend for website design and why?

The speaker recommends Framer, a no-code website design tool that allows users to easily create interactive and dynamic websites without needing to write code. It's favored for its clean interface, drag-and-drop functionality, and ability to integrate brand guidelines directly into the design process.

How does Framer benefit clients when implementing brand guidelines on their websites?

Framer allows clients to easily drag and drop their brand guidelines, such as fonts, logos, and hex codes, directly into their websites. This makes the website-building process more streamlined and ensures that the brand identity remains consistent across digital touchpoints.