Brand Guidelines

Designing, specifying, ordering, and printing or fabricating a new brand identity system are all dependent on a set of intelligent standards and guidelines. Good solid standards save time, money, and frustration. The size and nature of an organization affect the depth and breadth of the content and how marketing materials are conceived and produced in the future. Following is an in-depth composite that can be used as a reference for building an outline. Usually, printing and fabrication specifications accompany design specifications. Legal and nomenclature guideline considerations are essential. Some guidelines include order forms for business cards and other applications. Managing the consistency and integrity of a brand identity system is facilitated by intelligent standards and guidelines that are easily accessible to all internal and external partners who have the responsibility to communicate about the brand. Brand identity guidelines have become more accessible, dynamic, and easier to produce. The range of formats includes online standards, CDs, posters, fact sheets, PDFs, brochures, and binders. Now even the smallest nonprofit can provide streamlined standards, reproduction files, and electronic templates. Building a brand is progressively viewed as the shared responsibility of each and every employee. Adhering to the guidelines requires discipline and vigilance. More importantly, it saves money, time, and frustration, and helps build the brand. The best branding tools communicate. “What does the brand stand for, in addition to providing brand identity information.

Adhering to the guidelines must unequivocally be a top-down priority.

Who needs access to brand guidelines?

Internal employees External creative partners
Management Branding firms
Marketing Design firms
Communications Advertising agencies
Design Information architects
Legal Technoligists

Sales Packaging design firms
Web gurus Architects
Human resources Writers
PR Co-branding partners
Product designers Anyone creating a presentation
Customer service

Standards Table of contents:
Forward
Message from CEO
Our mission and values
Our brand
What we stand for
The role of brand identity
How to use the guidelines

How to use the guidelines
Brandmark
Logotype
Signiture
Tagline
Name in text
Incorrect usage of
elements

Nomenciature
Communicative vs legal
Names
Corporate
Division
Business unit
Product and service
trademarks

Colors
Brand color system
Default color system
Supporting color system
Signature color options
Incorrect use of color

Signatures
Corporate signature
Signature variations
Incorrect signature usage
Subsidiary signatures
Product signature
Signature with tagline
Incorrect tagline treatment
Clear space around
signature
Signature sizes

Exhibits
Trade show booth
Banners
Point of purchase
Name Tags

Packaging
Legal considerations
Package sizes
Package grids
Product signatures
Labeling system
Boxes
Bags
Cartons

Reproduction files
Brandmark only
Signature variations
Full-color
One-color
Black
White
PC
Mac

Typography
Typeface family
Supporting Typefaces
Special display faces
Typefaces for word processing

U.S. Business Papers
Corporate letterhead
Typing template
Division letterhead
Personalized letterhead
Second sheet
#10 Envelope
Monarch letterhead memo template
Business cards for corporate
Business cards for salesforce
Fax electronic template
Notepads
News releases
Mailing releases
Mailing labels
Window envelope
Large mailing envelope
Announcements
Invitations
CD labels

International business papers
A-4 letterhead
A-4 letterhead
A-4 business envelope
Business cards

Advertising
Advertising signatures
Tagline usage
Signature placement on ads
Typography
Television advertising grid

Signage
External signage
Internal signage
Color
Typography
Materials and finishes
Lighting considerations

Uniforms
Winter
Spring
Summer
Fall
Rain Gear

Image library
Photography
Illustration

Miscellaneous
Whom to contact with questions
Frequently asked questions
Design Inquiries
Clearance process
Legal information
Ordering information

Digital Media
Website
Intranet
Extranet
Blogs
Architecture
Style guides
Interface
Content
Color
Typefaces
Imagery
Sound

Forms
Form elements
Vertical and horizontal
Form grid
Purchase order
Invoice Shopping

Marketing materials
Voice and tone
Imagery
Signature placement
Folder
Covers
Recommended grids
Brochure system size
variations
Mastheads
Product sheets
Direct mail
Newsletters
Posters
Postcards

Presentations and proposals
Vertical covers
Horizontal covers
Covers with windows
Interior grid
PowerPoint templates
PowerPoint Imagery

Ephemera
Golf shirts
Baseball caps
Ties
Portfolios
Pens
Umbrellas
Mugs
Pins
Scarves
Golf balls
Memo cubes
Mousepads
Customer store website

In pocket
Color swatches on coated stock
Color swatches on uncoated stock