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today we're going to be creating a brand
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guideline from start to finish
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undoubtedly the most requested video in
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my comment section and rightly so
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there's a lack of information out there
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and even though I posted a video on how
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to create one of these about a year ago
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my processes and systems have completely
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changed and this version is a lot more
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detailed now a couple of weeks back I
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created a video on how to make a brand
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presentation now just in FYI this is a
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completely different document to the
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brand guidelines the brand presentation
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is what we present to the clients that
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get our design signed off and the brand
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guidelines is showing the client how to
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use their identity now before we start
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I'm going to quickly show you my new
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brand guidelines template you'll be able
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to find this in the link in the
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description and if you can't be over to
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build one yourself feel free to buy this
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with the code Jack and that will get you
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20% off your order so as you can see
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really detailed brand guidelines split
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it into 10 sections we've got
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introduction story strategy verbal
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identity visual identity the word Mark
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and icon color typography brand assets
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and brand in action let's create one
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from scratch now we're going to select
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new on Adobe Illustrator feel free to
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design this in in design I know I should
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be designing it in in design but being
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completely honest I've never learned it
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and I've always stuck to with ob
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illustrator and they look absolutely
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fine like this the only problem you may
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have is that these file sizes might be
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too big and they might crush your
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computer if you have a poorer performing
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laptop with that being said we're going
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to start by creating 54 artboards
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because that's how many I've decided to
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make in the brand guidelines we're going
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to set the orientation to landscape and
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we're going to change the width to 1920
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so if you watched my videos before
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you'll know that the way that I
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determine my font sizes in my do doents
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is by starting with the smallest font
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size and working my way up using the
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golden ratio so we're going to start
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here by choosing the font Poppins which
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is one of my brand
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fonts and I do like to start at 12
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pixels and use this for the macro text
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elements like at the bottom where I'm
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showing my email and other parts and
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then to determine the other Siz is which
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going to duplicate it by holding option
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and shift and then heading over to the
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12 points we're going to multiply it by
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1.618 and then we're going to repeat
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this process access to create our other
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text sizes Okay so we've got our text
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sizes I'm just going to bring those over
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to the left now by this point you should
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have your brand elements already
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completed so this is your logo
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typography brand assets if you want to
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see how to create a brand identity from
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start to finish I posted a video last
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week so I'd recommend you watch that
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first along with how to create a brand
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strategy and also how to create a brand
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presentation and now to determine the
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margin we're going to do 1920 / by
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25 which is
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76.8 so now if we create a square of 76
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6.8 and we'll just quickly put a white
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border on there so we can see it and now
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if we put that in the top left and also
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the top right and then if we draw a
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rectangle this is going to be our margin
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we can use this calculation throughout
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so if we've got smaller elements later
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on for example this and we need a margin
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for this then we can simply measure the
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width which is going to be 425 and then
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we do 425 divided by
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25 which is
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17.4 and then we know the margin of this
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will be 17.4 so we draw a 17.4 square
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here place it in the top left corner and
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then we duplicate it in the top right
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corner and then every time this can
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determine our margin so we need to keep
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all of the text and all the Assets in
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line with this that's just a really
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quick and easy way to make it look neat
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and have consistent spacing across all
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of your designs so that being said let's
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bring in the micro text assets first
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using the font size 12 and we'll also
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change the background color to our
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Orange there we go so we have our
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branding agency in the top left we have
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our name agency prepared for the client
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and their business name and then again
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Brandon agency name you can put whatever
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you like here at the bottom right I like
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to add a date usually and then we'll
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also put our horizontal word Mark at the
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bottom left as well bring in some text
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again making sure our text is selected
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by one of these sizes if it needs to be
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larger then again we'll multiply it by
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1.618 and finally We'll add a bit of a
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personal touch so whatever your brand
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assets you might have created may be add
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a little bit of personality to the cover
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so I'm going to bring an illustration
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here from my Brandon agency nonstop and
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there we go we've got our front cover
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the second page I always like to create
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a contents page so the reader knows
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exactly what's coming up and also where
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they need to go to if they're
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specifically looking for let's say brand
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assets or the typography selections so
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throughout the designs I like to copy
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these over by selecting them by holding
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shift and then copying them with contrl
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c and pasting them on the artboard with
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crlf now there is a way to copy it to
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all of the artboards however it
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sometimes doesn't work now it's this
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command here which is option shift
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command and V so we'll try it option
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shift command and V oh and it's worked
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so there we go that's an even quicker
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way and as you can see it's pasted
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across absolutely every single artboard
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which saves us tons of time first we
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have an introduction telling people what
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this booklet actually consists of our
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story who we are and what we do our
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mission and vision which is dragged from
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the branch strategy document which we
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will have created prior to this we brief
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the reader on our strategy so our
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positioning in the market our design
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approach which has led to our design
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choices essentially our values and then
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we have the verbal identity which
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heavily leans into the brand values
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where we pick three characteristics
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which we use as our tone of voice and
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then we like to break them down in
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individual Pages which show us examples
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in the real world and across touch
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points of how we should sound when
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somebody interacts with us for the first
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time then we start to break down the
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visual identity showing a brief overview
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how it all looks together and then we
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start to jump into the rules with the
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word Mark and the icon the clear space
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the co-branding how we shouldn't use the
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word Mark what the word Mark looks like
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in action any clear space that's
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required how to not use our logo and
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again showing our logo in action after
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that we break down the color palettes
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what color pairings are allowed and
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which ones aren't what pan tones we
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should use how the color packaging looks
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in action and also how the color is used
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across different Platforms in the eth
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section we break down typography we talk
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about the primary type face why we chose
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it we then show the correct tracking
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coding and leading we repeat this for
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the secondary type face and potentially
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a third type face if there is one and
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then I'll let show how the type is used
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in the real world com to the end we have
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the brand asset so you'll see examples
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on this where we have the illustration
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Library showcase the brand passin which
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I'd recommend you create a pattern for
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every brand that you make and finally we
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showcase the brand in action so
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designers or external marketers can see
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how this is meant to look in the real
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world so if we take a look at the orange
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highlighted headings here we're going to
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create a cover page like the front one
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for each of the pages so we know what
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number these going to be we're going to
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copy and paste these across now to the
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different artboards and I'll I'll show
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you when we've done there we go that
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took longer than I thought we've got all
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the covers in place here as you can see
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this takes a long time to create these
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templates so I would advise you just
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buying mine helps me out but no honestly
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it takes long to make these and for the
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sake of 50 you're going to get your
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money's back in Return of investment
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when you deliver this to your clients
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also if you go to lays here you will see
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an example one here for a real client
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look how nice that looks super
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professional super clean all the spacing
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is beautiful yeah we're going to go
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through it anyway so we're going to
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start from left to right let's start
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with introduction introduction this is
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the non-stop brand identity style guide
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it tells you who we are what we stand
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for how we talk and how we look an
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example for the non-stop agency which is
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my Brandon agency is since day one
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nonstop has been about breaking the
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rules so you can make the rules we
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create brands that go against the Run of
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play because in a world full of boring
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identities standing out isn't optional
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make design fun again make it creative
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there's so many rules in place now that
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people just feel like they can't
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experiment with nice designs anyway
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enough runting going on let's check out
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the next slide we have the mission and
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vision now I like to pull these straight
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from the strategy if you've not already
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seen the strategy video on this page
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definitely go and check that out because
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I go into detail I usually create a
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document similar to to this 40 plus
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Pages at the start of an identity
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project really digging into who the
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business wants to be and how they want
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to be perceived we go through everything
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from Mission Vision Values and this is
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just a bit of a summary at the end
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showing showing people the highlights of
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the brand strategy now if you don't know
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what a mission is it's pretty much our
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day-to-day what we do to craft bold rule
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breaking brands that tell your story and
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make you impossible to ignore the reason
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why you don't want these to be fluffed
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up corporate language because when
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somebody reads your mission you really
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want it to resonate with someone if they
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said to create a brand identity that's
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truly rooted in your Brand's Essence
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that means nothing to everyone whereas
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this to craft bold rule breaking brands
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that tell your story and make you
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impossible to ignore that's speaking to
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somebody somebody who's sick of these
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boring designs maybe they're in a boring
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industry I say boring industry an
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industry of boring identities and they
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want to stand out and they know the
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importance of Design This is going to
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stand out to them and then we look at
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our vision which is our broader goal
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that's what we want to aim for in the
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long run I always like to position this
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as how we want to inspire others so the
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non-stop vision is to inspire a new wave
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of authentic creativity where businesses
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Express themselves through Fearless rule
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breaking design moving into the strategy
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we start with the positioning in summary
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how we want to position ourselves in the
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market so for Non-Stop we are here for
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the businesses that dare to be different
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the ones who refuse to blend into the
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sea of sameness and then using a smaller
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seex size down here again stemming from
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these font sizes on the left talking
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about how our approach is different and
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also where we're based based in
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Manchester we've got that Northern grid
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No Nonsense attitude to everything that
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we do no fluff no gimmicks just proper
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Fearless branding that gets results
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design approach this is essentially the
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design direction that we agreed at the
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start of the brand identity and this
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should be showing that we have achieved
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what we said we were going to do so for
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the non-stop identity it's all about
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standing out no messing around we've got
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the bright electric orange filled with
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energy impossible to ignore in the text
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further down we talk about how we've
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paired this bright orange vibrant
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identity with these napkin style
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illustrations to really lean into where
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the best ideas start that raw authentic
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scruffy sketching at the start of a
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project and touching on that we moved
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into our brand values which agree with
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the direction of The Branding which is
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bold authentic and daring and they tie
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in nicely with the verbal identity where
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I like to pick a tone of voice based on
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these brand values so for example our
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tone of voice is direct bold but also
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approachable And to clarify things for
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people who might be working on our
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business let's say it's marketers or
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alternatively motion graphic designers
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or even other designers that we hire for
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projects we really need to clarify what
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this tone of voice truly means and the
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best way to do this is by breaking it
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down with some examples so starting off
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with direct we believe in keeping things
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clear and straight to the point we make
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sure that people know we can be
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confident but also not arrogant we can
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be bold but not Brash we can be
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straightforward but not dismissive on
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the left side we have four different
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examples two right and two wrong so
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examples we build Bal brands that demand
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attention we sound direct and confident
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don't say our bespoke branding Solutions
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may help differentiate your business
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because we sound too formal and
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uninspired and again with another
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example your brand should stop people in
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the tracks rather than we aim to provide
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high quality branding that meets
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client's needs you'll notice by now that
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I really like to cut through this
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fluffed up corporate language because I
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just think it means nothing I used to
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work as an accountant and I used to read
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these emails all the time that just had
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too many words in and I'm reading
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through it looking to see what are they
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trying to actually tell me here and it's
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so hard so I'm all about being direct
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which is why my design agency also holds
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these values we've got two more examples
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here which you can pause right now if
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you want to read The Bold and you can
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also pause this if you'd like to read
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the daring one and now we're moving into
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the fun part which you might all have
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been waiting for the visual identity for
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the rest of this template I've not shown
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examples for Non-Stop I've made it so
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you can easily edit it yourself however
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we will go through the open mouth
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examples at the end so as you can see
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here we've got a visual overview I like
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to put in the logo the word Mark and
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also The Branding action and a few
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different images if you were to bring in
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your own images let me show you how you
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can do that quickly bring in this
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picture from my talk in June we use this
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an example now if you want to use
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clipping mask in illustrator if you're
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not so familiar you just need to send
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the photo to the back by holding command
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shift Open Bracket hold shift click on
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the Square and click command in seven
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and that is going to use it clipping
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mask now you can start to see how easy
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this template really is to edit there's
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a few of shortcuts as well I'll show you
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at the end which make editing this a
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complete Breeze once we've shown the
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visual overview we move into the word
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Mark and icon starting with the word
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Mark I like to include the variance here
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so we have the horizontal and also the
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vertical on the left like to describe
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why we made the word mark this is a page
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that will be included in the brand
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presentation so if you've already
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created this you can simply copy and
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paste it over over to the brand
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guidelines a page that isn't in the
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brand presentation though is clear space
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now taking a look at the clear space
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here there are no set rules as to how to
00:12:06
create clear space but one that I really
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do like to use is try and use an element
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of the icon you can also and I'll show
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you this in the example for open mouth
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split it into the width is X and the
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clear space should be a quarter maybe a
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half of X but I like to use an element
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of the word Mark so you can see we've
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used the N here the width of n to create
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the space in now this means that
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whenever you do use this word Mark you
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want to try and avoid putting anything
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within this space to make sure that the
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word Mark remains legible after the
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clear space we've got co-branding so how
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our word Mark should look when we
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connecting with other brands now you
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might not necessarily need this but I
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like to add it because a lot of the
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businesses that I work with might
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include stripe or for example with my
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brand framer and Adobe and then
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afterwards we also show how not to use
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the word Mark let's take a look at how
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this might look for openmouth where we
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have actually done this as you can see
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we've got some examples here for the
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open mouth misuse of word Mark it's just
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informing designers what not to do with
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the word Mark for example don't change
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the word Mark composition maybe don't
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add a stroke don't rotate it don't use a
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color outside the color palette don't
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add a border don't outline the word Mark
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don't don't add a drop shadow or maybe
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don't use multiple colors at once so now
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that the reader knows what not to do
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with the word Mark I like to show how
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the word Mark looks in action which is
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here where we' just got an image
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covering the entire page so now we've
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covered everything word Mark related we
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need to dive into our logo and again
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this is taken from the brand
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presentation it's almost a repeat of
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what we' just done for the work word
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Mark but now we repeat this for the logo
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as well as you can see we're still using
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this element from the JW word Mark here
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which is used for creating a clear space
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and then finally we go into the misuse
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of logo for the open mouth identity we
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had don't stretch the logo do not
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replace the O in the word mote with our
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logo don't rotate the logo do not C the
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logo in a secondary color do not change
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the color of the Illustrated logo do not
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add a gradient to the logo do not add a
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drop shadow to the logo do not add a
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stroke or do not add a 3D effects to the
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logo again Case by case bases this
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changed depending on how you want your
00:14:00
designs to be perceived by its audience
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after that again we have an image
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showing the logo in action for the open
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mouth one we did this by showcasing how
00:14:07
the logo would look on an apron and now
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we can jump into the color so I always
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like to start it with the page that we
00:14:12
created in the brand presentation which
00:14:14
is just breaking down our color
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selection and also text codes RGB cmk
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and also we'll be describing why we
00:14:21
selected this color palette in the first
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place for the open mouth one as you can
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see we have our primary colors at the
00:14:25
top and then we also have a line of
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secondary colors at the bottom after the
00:14:28
color selections we have the color
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pairings this is a really quick way of
00:14:31
showing what colors work together and
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then we've got a page talking about what
00:14:34
panone we should be using for our brand
00:14:36
if you're not familiar with pantones let
00:14:38
me show you now I was stupid enough to
00:14:39
fall for the Supreme drop and get the
00:14:41
Supreme Edition for a ridiculous amount
00:14:44
more to be honest I'm not sure how much
00:14:46
more they were but they're just really
00:14:48
cool and what I like to do is get the
00:14:51
color up on my screen for example we got
00:14:53
this non-stop orange here pull out our
00:14:56
pantones which mine have little Supreme
00:15:00
imprints on which look really cool and
00:15:02
pick the color Which is closest to our
00:15:04
Digital Color and once we have that we
00:15:06
can write this on here next we show the
00:15:07
pantones in use with color packaging and
00:15:09
then I'll actually to show three images
00:15:10
wrapping up the color in action so as
00:15:12
you can see we're starting to build that
00:15:13
story from start to finish guiding
00:15:15
people through the right and wrong on
00:15:16
how to use our brand and we're towards
00:15:18
the end now we're eight out of 10 done
00:15:20
so we're going to go into typography
00:15:21
choices where we break down the primary
00:15:23
and secondary font so we've got the
00:15:24
primary type here which is pulled from
00:15:25
our brand presentation we've gone with
00:15:27
the font owners xar on the left I like
00:15:30
to describe why we've chose that font
00:15:31
and then the page after I believe this
00:15:33
to be one of the most important pages on
00:15:35
the document the tracking curtain and
00:15:36
leading now as you can see just by
00:15:38
simply looking at these three different
00:15:39
columns it makes such a difference how
00:15:41
our typography is used when it's too
00:15:43
tight it can look like this and when
00:15:45
it's too loose it can look like the M1
00:15:47
so it's really important that we make
00:15:48
very very clear how we want our text to
00:15:50
look and that's why we've got examples
00:15:52
here showing the track in and also the
00:15:53
lead in a rule of thumb that I commonly
00:15:55
go for when determining the track in and
00:15:57
also the lead in when it's bigger titles
00:15:59
like this I tend to keep the lead in at
00:16:01
a 1:1 ratio and when we've got smaller
00:16:03
subheadings I tend to multiply it by 1.2
00:16:06
so you see here we have font size of 22
00:16:08
that means the leading 22 * 1.2 which is
00:16:11
26 and then we just repeat these two
00:16:13
slides for the secondary type as you can
00:16:15
see we've got popins as the secondary
00:16:17
font I love using Poppins it just looks
00:16:20
really clean you can't go wrong with it
00:16:22
and then again we show how popins looks
00:16:24
whenever we use that as a head in and
00:16:25
then after this I like to show the type
00:16:26
in used with some social media examples
00:16:29
I pulled this template from my digital
00:16:30
use template which you'll be able to
00:16:31
find in my store as well if you do go
00:16:33
and check out the link in the
00:16:33
description we've got B Grayson as our
00:16:35
primary type we have popins as the
00:16:37
secondary type and then showcasing the
00:16:39
type in use it clearly shows how we've
00:16:41
got Popin all caps 30 kin in this
00:16:43
example we've got Balor Grayson plus 10
00:16:45
earning and for our word mark it also
00:16:47
shows how we use B Grayson so finally
00:16:49
before we show The Branding action I'm
00:16:50
going to show you how we create an
00:16:51
illustration Library so this is the
00:16:53
non-stop illustration Library as you can
00:16:54
see I've split it into three we've got
00:16:55
hand illustrations people illustrations
00:16:58
and other illustration
00:16:59
I've actually got these the wrong way
00:17:00
around and then after this I like to
00:17:02
show the brand pattern that we've
00:17:03
created as well which looks like this in
00:17:05
our case so that is pretty much the
00:17:06
entire brand guidelines afterwards I
00:17:08
like to show different mockups Showcase
00:17:09
in the end but we'll take a quick look
00:17:11
now at what a real life example looks
00:17:13
like but before we do that we're just
00:17:14
going to give a quick shout out to our
00:17:16
sponsor framer undoubtedly the best web
00:17:18
design tool out there at the minute
00:17:19
requires absolutely no code similar
00:17:21
interface to figma and I will be
00:17:23
recreating this brand guidelines on
00:17:24
framer I create all of my client
00:17:26
websites on here and also all of my own
00:17:28
websites ites if we take a quick look at
00:17:30
the nonstop branding agency website this
00:17:31
was created in framer you see these
00:17:33
fullest animations not one piece of code
00:17:36
used at all and I'm really excited to
00:17:38
actually create these brand guidelines
00:17:39
on here the benefit of me redesigning
00:17:41
these brand guidelines templates on
00:17:42
framer is that when we create websites
00:17:44
for clients in the future we'll be able
00:17:45
to drag and drop their own brand
00:17:47
guidelines onto the websites this means
00:17:49
that people will be able to directly
00:17:50
download fonts assets logos you name it
00:17:53
copy and paste heex codes all onto a
00:17:56
website which going to make it so much
00:17:57
more interactive and I'll be short once
00:17:59
I've completed it to make a video
00:18:00
breaking down exactly how you can edit
00:18:02
it as well but for now if you'd like to
00:18:03
create your own website using framer
00:18:05
make sure to use the code Jack and
00:18:06
that's going to get you 25% off your
00:18:08
first 3 months let's get back to the
00:18:10
video okay so before we look at the open
00:18:11
mouth guidelines I'm going to show you
00:18:13
really quickly some shortcuts how you
00:18:14
can edit this template with speed and
00:18:16
the first one is that you might be
00:18:17
thinking it's going to be a complete
00:18:18
nightmare if you've got a different
00:18:19
color palette and a different selection
00:18:20
of fonts to go through and one by one
00:18:23
change these but if you go to type find
00:18:24
and replace font click on the font you
00:18:26
want to replace and then head to replace
00:18:28
font with system you can simply go down
00:18:31
select the font you'd like to replace it
00:18:32
with Click Change all and as you can see
00:18:34
this changes all of the fonts at once
00:18:36
next if you want to edit the color
00:18:37
palette with speed all you need to do is
00:18:39
select your artboard go to edit edit
00:18:41
colors recolor artwork and this is going
00:18:42
to bring up every color in the document
00:18:44
which you can just change the values to
00:18:45
exact and presumably you'll have your
00:18:47
hex codes to hand which you can just
00:18:49
type in in the bottom right here change
00:18:50
your colors and that's going to change
00:18:52
it across the entire guidelines so just
00:18:54
before we finish a quick look at how
00:18:56
this might look for a real client that
00:18:57
you're working on again we've the story
00:18:59
brought in the strategy from the
00:19:00
strategy document that we've created
00:19:02
we've showcased the logo showcased the
00:19:04
clear space we've done the same for the
00:19:06
word Mark as well when it comes to the
00:19:07
color pairings we've explained
00:19:08
everything showcase the typography
00:19:10
choices how this should look in action
00:19:12
examples of the type in use and finally
00:19:14
the illustration library that we've
00:19:15
created along with this really unique
00:19:17
brand pattern so hopefully you found
00:19:19
some value out of this video I would
00:19:20
definitely recommend if you're at the
00:19:21
start of an identity project to First
00:19:23
Watch The Brand strategy video followed
00:19:25
by the brand presentation video and then
00:19:27
also watch my building a brand identity
00:19:29
in one day video which going to take you
00:19:30
from start to finish thank you very much
00:19:32
for watching I'll see you next week
00:19:33
where we'll be creating a brand identity
00:19:35
from start to finish
