Continuity is the cornerstone of any brand. The color red and the distinct script logo of the Coca-Cola Company have created the single most endeared brand in history. Thousands of marketing assets and hundreds of taglines and slogans have all been pulled together for more than 100 years by the distinctive style that is the Coca-Cola brand.
Creating a Brand Identity and Style Guide
A brand identity guide or a corporate style guide creates the continuity necessary for any strong brand. Your company will produce hundreds if not thousands of marketing assets over its lifetime, but they all are strengthened by visual continuity.
As web developers, Mediastead has learned that a remarkable number of our customers haven’t established brand guidelines. Frequently we are hired to do a custom website only to find the last web designer built a “custom” site based on a template without any consideration to continuity across the brand.
We strongly encourage every company to create a brand identity guide. A thoughtful style guide not only makes your new marketing materials more consistent, but it actually saves money through reduced design and production time.
Truly Customized Assets
Our Creative department can help you create your core assets, then establish precise guidelines for presentation of your product, whether your products are physical or digital.
Once created, your identity guide can be used by any creative staff in any media. Your website matches your brochure, which matches your television commercial, which matches your print advertising, which all matches your signage and product packaging.
Much More Than a Logo
Your logo is important, but it’s just a starting point of your brand. Your identity guide defines how to display your brand, and as importantly, how not to display your brand. Your style guide should include the following:
- Wordmark or trademark
- Tagline or slogan
- Exact corporate colors for online and off-line matching
- Corporate fonts to be used in various scenarios
- Sizing and proportions of artistic elements
- Negative space (spaces between elements)
- Alternative logos and where and when to use them
- Third-party logos (such as incorporating social media icons)
- A word skeleton (common phrases associated with your product or service)
- Copyright and trademark designations
- Displaying disclaimers or “fine print”
Furthermore, some elements of your style guide are created custom for your business. You may choose masculine or feminine voiceovers exclusively. You may have specific requirements for using your logo by third-party affiliates, vendors or suppliers. You can even demonstrate specific artistic styles such as “grunge”, “feminine”, “whimsical”, or “photography rich” and provide specific examples.
Proper styling of your brand can be a valuable asset, and improper styling can completely undermine your marketing messages.
Ask your Mediastead project director about creating or revising your brand identity guide.