How To Build A Brand Guidelines (Template included)

00:19:36
https://www.youtube.com/watch?v=_BvVZSA4DJc

概要

TLDRThe video provides a comprehensive guide on creating brand guidelines, detailing the steps involved in formulating a structured document that encompasses various elements of branding. It distinguishes between brand presentations and brand guidelines, emphasizing that the latter serves to instruct clients on properly utilizing their brand identity. The guide walks through practical design processes in Adobe Illustrator, addressing artboard setup, typography, color schemes, and assets, and ends with tips for ensuring a professional finish. Tools, templates, and shortcuts for enhancing efficiency are also discussed, all aimed at delivering a consistent branding perception.

収穫

  • 📑 Start with a clear template for brand guidelines.
  • 🎨 Differentiate between brand presentation and brand guidelines.
  • 💡 Use the golden ratio for font sizing.
  • ✏️ Include sections like strategy, visual identity, and typography.
  • 🖌️ Keep assets aligned with consistent margins.
  • 🌈 Specify color palettes and usage rules.
  • 🔍 Show clear space around logos to maintain legibility.
  • 🔄 Use shortcuts in design software to speed up processes.
  • 🚫 Highlight common logo misuse practices.
  • 📏 Ensure typography is clear and well-structured.

タイムライン

  • 00:00:00 - 00:05:00

    The video outlines the process of creating detailed brand guidelines from scratch, distinguishing it from a previous video on brand presentations. The speaker mentions offering a brand guidelines template available for purchase with a discount code. They break down the structure of the brand guidelines into ten sections including introduction, story, strategy, and identity aspects, while showing practical usage of Adobe Illustrator for design. Key tips on font sizes based on the golden ratio and maintaining consistent spacing through calculations are highlighted.

  • 00:05:00 - 00:10:00

    The creation process involves defining brand elements such as logo, typography, color, and assets. Emphasis is placed on capturing the mission and vision for the brand, alongside positioning strategies. The verbal identity section describes brand tone and voice, with practical examples contrasting effective and ineffective messaging. Visual identity rules for logos and icons are established, including layout, clear space, and color combinations.

  • 00:10:00 - 00:19:36

    The video proceeds to discuss typography choices in detail, showcasing how different fonts are utilized effectively. It culminates in presenting an illustration library and brand patterns for consistent branding. Quick editing tips in Adobe Illustrator for changing color palettes and fonts are provided, encouraging viewers to incorporate practical methods that enhance brand representation. The video concludes by inviting viewers to explore more about identity projects through related video links.

マインドマップ

ビデオQ&A

  • What is the difference between a brand presentation and brand guidelines?

    A brand presentation is what is shown to clients to get design approvals, while brand guidelines explain how to use the brand identity.

  • Can I use tools other than Adobe Illustrator for creating brand guidelines?

    Yes, although the presenter uses Illustrator, they mention that InDesign can also be used.

  • Where can I find the brand guidelines template?

    The presenter provides a link in the video description for the brand guidelines template.

  • What font does the presenter use for their brand guidelines?

    The presenter uses the Poppins font for their brand guidelines.

  • How many artboards does the presenter create in their brand guidelines?

    The presenter creates 54 artboards for the brand guidelines.

  • What is the golden ratio used for?

    The golden ratio is used to determine the sizes of text elements in the design.

  • What should I include in my brand guidelines?

    Include sections such as introduction, story, strategy, verbal identity, visual identity, color, typography, brand assets, and examples of brand in action.

  • How can I ensure my text and assets are aligned neatly?

    The presenter suggests using consistent margin calculations based on element dimensions.

  • What should I avoid when using the logo in brand guidelines?

    Avoid stretching, rotating, or adding effects like gradients or shadows to the logo.

  • What is the benefit of having brand guidelines?

    Brand guidelines help maintain consistency in branding and provide clear instructions for using brand assets.

ビデオをもっと見る

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