Branding Guidelines, Logos and Identity |  Create a Style Guide for Your Brand in These Six Steps
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Branding Guidelines, Logos and Identity | Create a Style Guide for Your Brand in These Six Steps


gran Guidelines ensure you know your
brand inside and out as well as anybody else that’s going to touch your creative
projects and that’s what we’re talking about this weekend hard facts hi I’m
Samantha Cunningham’s a velinski and I want to make sure you have these six
elements that are imperative to make sure your brand is consistent across any
piece of content you or a partner put out there so let’s start with the tone
and as you’re developing your brand tone is really important to understand and
identify so what kind of tone is your content going to have is your brand
going to have and this is important also in identifying who your audience is
going to be so if you’re trying to talk to athletes you may have one tone versus
if you’re trying to talk to suburban housewives those two brands probably
look completely different so think about who your desired audience is how you
communicate and how you want to be perceived and then create your brand
tone so what’s fun is the color scheme and I say it’s fun because who doesn’t
like to look at color boards vision boards and decide hey this is what I’m
going to look like from here on out and you want to pick ideally about five to
seven colors that you’re going to utilize collectively in your brand and
you’re going to have about three primary colors and no more than four secondary
colors and you can break down the thought process between primary and
secondary like this think about your background colors versus your buttons
then as you developed your color scheme get to work on your logo but once you’ve
developed that logo you need to have a couple different iterations of it so
it’s important to have multiple sizes multiple file formats and also have
those different color schemes so you can have one logo but you can have let’s say
your colors like hard facts you’ll see the logos on the bottom of the screen we
have different iterations of this logo so if I’m putting on a black background
there’s one color and if I put it on a white background there’s another color
so you can have different variations of that logo but you also want to make sure
that you have where those variations and how those variations can be utilized
because again that’s keeping two overall brand standards of when to utilize each
piece of imagery and then from there you also want to talk about the photography
so these are two points one is going to be your brand image so for example the
brand image for hard facts is myself now in your creative
that you have yourself in all of your imagery and all of your content do you
have a frog for example we work with a client and their spokesmodel is a frog
or is it more the type of photography that you use in everything and that is
part two so the photographer you’re utilizing it’s going to be really
important that you pinpoint what your brand represents in terms of imagery
you’re using so were you always going to be utilizing photography that you and a
team has shot or are you going to go utilize images from excuse me images
from stock photography sites and here’s where I really recommend you do your
homework on the screen I’ll pop up a couple of examples over there of stock
photography websites you can take a look at but these are going to represent
different looks and feels and has you identified that brand tone correlates
back to the tone of the photography that you’re going to utilize so for example
you may want to use clip art type photography and that is fine but if you
have a very lifestyle brand or a very nature based brand clipart maybe the
ultimate nono and last but not least I leave you with this one comment first
don’t fear here and I really mean that font is what I’m talking about so often
we get captivated in new font types or new examples or new imagery we see other
places but it’s really important that on your website on your branded content you
have really many three types of font that you’re utilizing in different
capacities what I mean when I say different capacities is as you’re
bringing customer through your content let’s say and we’re in form you have
font that is the headline the sub headline and then the content or a
specific font you’re using on top of your images but do not veer from this
because what you’re doing essentially is your coaching or audience how to digest
your content through the font that you’re using and how you’re organizing
that font so often it’s easy to say hey you know what I feel like changing it up
and using some Comic Sans today but that doesn’t match your brand imagery your
brand guideline and it’s not communicating to your audience how to
digest that content so really think through all of these elements as you’re
building your brand guidelines but these six pieces you’re sure to make sure your
brand is consistent through and through

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