Sunday, 11 January 2015

Brand Guidelines

As I have built a full visual identity for the brand Mint I wanted to produce a brand guidelines publication as one of the final products for the brand. This will give an overview of what the brand is about whilst explaining how to apply the brand, the rules to adhere to in order to consistently apply the brand.

As this has been all about the visuals and ensuring a gender neutral brand was created through the identity I felt it was appropriate to create this publication.

I wanted to keep it very simple in design to ensure the information is clear, but I also wanted it to be consistent with the brand identity.

The grid seen below is the grid applied to each page. This is simple and clear and follows the general design used on the products with the underlined title. 

I used uppercase gill sans titles as I had in the designed products so far. 

The underline is also the same weight as I have been using within the brand. 

Each double page spread will look like the following. 

I wanted the guidelines to be full enough so that someone could pick it up and understand how to apply the brand, but didn't want to produce an extensive range of guidelines getting into areas that I haven't looked into in a great deal such as advertising. This is more about the visual identity of the brand. 

I wanted the first page to introduce the brand so made this slightly different in aesthetic. 
I spent a while deliberating on how to explain what 'Mint' is about but hopefully this short paragraph is clear and concise. 

I added a panel of stripes to the left of the left page as when flicking through the book this edge may be slightly visible at times, the stripes here rather than simple white will be more aesthetically pleasing. 

I decided to include the following areas within the brand guidelines, these are what I felt were the key elements. 

  • The logo
  • Isolation area - where not to put other objects in relation to the logo 
  • Colour
  • Typefaces - Only Gill Sans should be used throughout
  • Leaf Icon - Explain how this can be applied
  • Stripe Pattern - Explain the two ways in which this can be applied
  • Logo Dont's - Explain what must not be done with the logo
  • Logo Variations - The two colour alternatives that can be used 
  • Minimum size of logo 

I then needed to work out how to visualise these rules and write short statements to accompany them.

For the minimum size I wanted to print at the actual minimum size so produced this simple diagram showing the size in reality in addition to including measurements. 

You can see this applied to the spread below. The logo variations are very simple as the logo is only allowed to be used in the green colour in white on the green. I also added to this page that if black and white printing is absolutely necessary then the logo must be in black. 

In terms of what not to do with the logo I didn't include too many of these as I think it is obvious that the logo should not be such as stretched or upside down. I included the examples that some may do such as removing the dot from the logo or rotating. 

When showing the brand colours I included RGB and CMYK figures so that the colours can be accurately reproduced. 

I wanted to include the two more decorative elements that are included within the brand identity but other than explaining that they can be applied and the colours they can be applied in I didn't think it was necessary to include any more details. I also explained that the stripes can be used with or without an outline. 

As you can see so far I have kept the text to the left and the imagery to the right of the pages maintaining a consistency. But for the typefaces page I needed a double page spread to show the full typefaces that can be used. 

I decided to keep the text left aligned but put this in the centre of the page and do the same with the two fonts - gill sans and gill sans light. 

Whilst showing the typefaces I also explained in the text when uppercase Gill Sans can be used. 
eg. for titles. 

I ended the publication with a central leaf icon, the stripes mirroring the front of the book and contact details. 

On the back page I simply added a leaf icon as it would have been too much to include the logo again. 

Here is a PDF of my completed brand guidelines to show how the brand identity can be applied. 
I found it much easier to work out how the brand was going to work on the products through experimenting with different elements and typefaces, and producing this guidelines publication after in relation to the rules that I had formed throughout the design process.

If I were to extend this brand in any way this publication would be really helpful in refreshing my memory in regards to the rules the brand follows and elements of the identity. 

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