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Brand Corporate Identity | Task 4: Brand Guideline

25.11.2024 - 16.12.2024 / Week 10 - Week 13
Khu Ying Ying / 0357306
Brand Corporate Identity / MKT62404 / Bachelor of Design (Honours) in Creative Media
Task 4: Brand Guideline

TABLE OF CONTENTS








LECTURES

All lectures 1 to 5 are completed.

INSTRUCTIONS

<iframe src="https://drive.google.com/file/d/1bfPwNgOC1altHSmZigp3H5oKXkdf4wH1/preview" width="640" height="480" allow="autoplay"></iframe>

TASK 4: BRAND GUIDELINE

Week 11 (02/12/2024)

Requirements:
  1. Develop a brand guideline by following the provided outline/framework: 
    • The Brand.
    • Visual Guide (Task 2).
    • Applications (Task 3).
  2. You are allowed to incorporate visuals (images) into the taskm but make sure to properly credit all sources used.

Submissions:
  1. Brand Guideline: Create the Brand Guideline in Adobe InDesign and ensure the final outcome is converted into an interactive PDF. Afterward, upload the PDF to Google Drive and share the Google Doc link for access.

Progress:

Adjustments of Task 3

Brand Positioning:
Here is the finalised version of the statement including Brand Personality as well.
Figure T4.1: Adjustments - Brand Positioning (Finalised), Week 11 (02/12/2024)


Identity System:
All the progress were in PDF.
Figure T4.2: Adjustments - Identity System (PDF), Week 12 (12/12/2024)

Week 11 (02/12/2024)

Sketches & Digitisation

All the progress were in PDF.
Figure T4.3: Adjustments - Identity System (PDF), Week 11 (02/12/2024)

Week 12 (13/12/2024)

Final Submission of Task 4

All the documents are available here: Google Drive.
Figure T4.4: Final Submission of Task 4 - Brand Guideline (PDF), Week 12 (13/12/2024)

FEEDBACKS

Week 10 (25/11/2024)

Specific Feedback: (Absent)

General Feedback: The brand guidelines will be a PDF published online using InDesign, so ensure the file is optimized for digital publishing. Include four navigation buttons in your design. Use plenty of visuals in Chapter 1. Set the InDesign file to single-page format, not facing pages. Develop your layout idea in Adobe InDesign.

Week 11 (02/12/2024)

Specific Feedback: 
  • Brand Positioning
    • Target Audience: Improve understanding of psychographic and behavioral segmentation differences. Otherwise, the positioning slides meet the brief and are comprehensive. Remember to credit sources.
    • Addition: Include Brand Personality.
  • Identity System 
    • Logo Patterns: Create a new pattern, as the double ring pattern was not effective.
    • Addition: Include Brand Guidelines (Logo Dos & Don'ts).
  • Design Applications 
    • Double Ring Pattern: It’s unclear if the design element (double ring pattern) is derived from the brand’s identity system, which means its connection to the brand is not evident.
    • Consistency in Design Elements: To ensure a consistent visual language, it’s recommended that design elements (e.g. icons/symbols and single-letter acronyms) be standardised for things like job titles.
    • Logo Adaptation: Multiple versions of the brand logo are applied inconsistently across corporate stationery, which may not align with the identity system.
    • Envelopes: The current logo placement of the logo on the envelope is impractical, as the middle front is usually reserved for addresses.
    • Website UI: The website's use of the brand logo omits the wordmark, and the navigational text appears too large for the site's dimensions.
    • Social Media: The full logo must fit within a circular frame for social media. Placing the wordmark outside the circle, as currently suggested, won't work within these constraints.
  • Brand Guideline
    • Homepage: Include the combination mark logo along with images to help the audience better understand your brand.
    • Grid Adjustment: Reduce the size of your grid for better alignment and structure.
    • Navigation Placement: Position the navigation bar at the top of the page, and ensure it starts from the content page (e.g. brand story, vision & mission). It’s not needed for the title/homepage, table of contents, or chapter pages.
    • Text Alignment: Avoid justifying text since the grid already provides sufficient structure. Justified text might feel overly rigid—consider the reader’s comfort instead.
    • Image Credits: Always credit the sources of your images.

General Feedback: Complete Task 4 and ensure the navigation is functional.

Week 12 (09/12/2024)

Specific Feedback: (Absent)

General Feedback: 
  • E-brand guideline final outcome as pdf (interactive).
  • E-brand guideline published online and link provided on Google Doc.
  • Progression and process of design to support the final outcome of Task 4.

REFLECTIONS

Experience
First of all, if you're unable to upload the progress, you can copy all your text and images, then paste them into a Google Doc and convert it into a PDF. This method worked for me. Although the experience felt rushed, I did learn something new, such as how to create an interactive PDF.
Observation
Try to stay calm if you're unable to upload things. It’s just a temporary setback, just use the Google Doc method, and it will work out. 
Findings
Thank you Google Doc.

FURTHER READING

Brand Guideline

Brand Style Guide
  • A brand style guide ensures logo, fonts, colours, and overall presentation consistency.
  • A reference tool for maintaining a cohesive look, feel, and sound.
  • Used by different teams to keep the brand unified.
    • e.g. Marketing, design, and sales.

Importance of Brand Guidelines
  • Brand identity is like a company's personality, helping the world recognise and trust it.
  • Inconsistent appearance/behaviour creates confusion and reduces trust.
  • A style guide ensures consistent communication across all teams and channels, preventing customer confusion.

Key Components of Brand Identity
  • Mission
    • Clearly state why your company exists.
    • Focus on the problem you solve or the value you provide.
    • Can be big (changing the world) or small (solving an everyday issue) but must reflect your brand truthfully.
  • Vision
    • Describe where you want your brand to go in the future.
    • Reflect on your long-term goals or aspirations.
    • Should be ambitious, inspiring, and aligned with your brand's mission.
  • Target Audience
    • Who your customers are.
    • How your products/services solve their problems.
    • Insights to help your team communicate effectively with customers.
  • Personality
    • Adjectives that describe your brand as sophisticated, quirky, classic, or trendy.
    • Adjectives that your brand is not outdated, boring, aggressive, or generic.
  • Value
    • Determine guiding principles for company decisions.
    • Create memorable values for easy team alignment.
    • Use values to ensure consistency in brand actions.

How to Create a Brand Style Guide
  1. Collect Brand Guide Inspiration
    • Visual Inspiration: Save on-brand reference points.
      • e.g. Pinterest boards.
    • Past Successes: Collect successful ads, emails, and mailers.
    • Competitor Analysis: Note what you like from other brands.
    • Recurring Feedback: Track common questions and feedback for your guide.
    • Specific Notes: Document likes and dislikes for potential use in your guide.
        Figure FR4.1: Inspirations, Week 5 (23/10/2024)

  2. Define the 6 Essential Brand Guide Elements
    • Element 1: Brand Story
      • Introduce your brand to convey its heart and soul.
      • Include mission, vision, audience, personality, and values.
      • Use key components as reference points for your guidelines.
    Figure FR4.2: Element 1 - Brand Story, Week 5 (23/10/2024)

      • Element 2: Logo Guidelines
        • Provide instructions on logo usage to prevent misuse.
        • Include approved versions, minimum size, and proper spacing.
        • Show colour variations and examples of incorrect usage.
    Figure FR4.3: Element 2 - Logo Guidelines, Week 5 (23/10/2024)

      • Element 3: Brand Colour Palette
        • Define a consistent colour palette (typically four/fewer main colours).
        • Include swatches and reproduction details (PANTONE, CMYK, RGB, HEX).
        • Choose colours for backgrounds, text, neutrals, and accent colours.
    Figure FR4.4: Heineken's Colour Palette, Week 5 (23/10/2024)

      • Element 4: Typography and Font Guidelines
        • Select fonts that enhance brand identity (consider contrast with logo font).
        • Explain font usage (headlines, body text, captions).
        • Provide alignment and spacing instructions for consistency.
    Figure FR4.5: Element 4 - Absolut's Typeface, Week 5 (23/10/2024)

      • Element 5: Image Guidelines
        • Show examples of on-brand imagery for guidance.
        • Include successful image examples and aspirational images from other brands.
        • Create a mood board to convey desired feelings through imagery.
    Figure FR4.6: Element 5 - Nike's Football Brand Book, Week 5 (23/10/2024)

      • Element 6: Brand Voice
        • Highlight the writing style’s impact on audience perception.
        • Include examples of effective messaging.
        • Describe language style based on brand personality adjectives.
        • List do’s and don’ts for clear communication of brand voice.
    Figure FR4.7: Element 6 - Skype's Brand Book, Week 5 (23/10/2024)

  3. Make a List of Other Brand Collateral Your Guide Should Cover
    • Digital Brands: Include guidelines for image layout on websites.
    • Physical Products: Create packaging guidelines, specifying when to use product vs. company name.
    • Social Media Marketing: Define guidelines for the types of imagery used in posts.
    • Custom Fit: Tailor the brand style guide to the needs of your organisation.
    • Additional Elements: Make a list of any extra sections needed, depending on your brand's focus.
      Figure FR4.8: Listing, Week 5 (23/10/2024)

  4. Make an Outline for Your Guide
    • Brand Story: Introduction to the brand, mission, vision, and values.
    • Logo: Logo meaning, how to use it, and how not to use it.
    • Colour Palette: Display brand colours with CMYK and HEX codes.
    • Typography: Explain font choices, main typeface, and secondary typeface.
    • Imagery: Show on-brand images and how to layout them.
    • Voice: Describe brand voice with do’s and don’ts.
    • Website: Provide homepage layout and product display guidelines.
    • Format: Decide if the guide will be digital/online/printed, and consider layout specs (landscape vs. portrait, page size).

  5. Plan for the Evolution of Your Brand
    • Living Document: The brand style guide evolves.
    • Revisit Periodically: Schedule time to review and update (monthly, quarterly, or annually).
    • Collect New Ideas: Keep a central place for ideas, new decisions, and examples for future updates.
    • Solid Foundation: Start with a strong guide but remain flexible for adjustments.
      Figure FR4.9: Apple's Evolution, Week 5 (23/10/2024)

References:
Chen, S. (2019). How to create a brand style guide. https://99designs.com/blog/tips/how-to-create-a-brand-style-guide/


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