About the benefits of the brand book, or why the company needs a style guide
This material will be useful to all web designers who value their own time and strive to optimize the workflow. Charming Cameron Chapman has revealed some valuable secrets that can help both freelancers and office workers.
Many designers sooner or later there is a need to create a reference book on the corporate style of the client company. Brandbook or style guide (English brand book, style guide) as a Bible section of a brand is a special set of rules that must be followed when working with elements of a company’s design. A similar description of this term is on Wikipedia:
Stylistic reference book or manual on style – reference book with a set of standards and mandatory compliance requirements when writing and formatting articles in a particular publication or when drafting documents in an organization. It serves to maintain the stylistic and design monotony both for a separate text document and for a variety of documents.
In our case, such a reference book may contain recommendations for working with company symbols, information about the features of fonts and colors used, as well as much more.
Such a guide helps to avoid mistakes and save a lot of time and money; it is a kind of instruction in which everything is laid out on the shelves. And if you think that not every company needs a brand book or you don’t have any idea how it is created, this article will be useful for you.
What is the brandbook for?
It would seem, why a small company needs a stylistic reference book, when only one person deals with its design – does he remember everything? Let’s look at an example.
Imagine that you are the only designer who works on a project. Development of corporate identity, logo, creation of design for the site, business cards and other marketing materials are completely entrusted to your shoulders, and you keep all the nuances and secrets of these developments in your head.
A year later, the company moved to a new level and expanded. She needed to hire a second designer to assign him some of your work. Now, in order to teach a beginner everything you know, you will have to strain your memory, because you have not remembered some things for a long time. And, of course, in the event of any mistake, you will be blamed for improper employee training.
This problem could be solved much easier if you had a well-designed brand book that contains everything you need to know: color codes, logo sizes, font names, various standards, requirements, and more.
DIGO Brand Bible
Here is another example. Suppose you are a multi-client freelancer. Having a brand book with you for each of them, you can easily switch from one task to another, as well as return to the work that was done a long time ago. You will not need to look for old files to find out the font type or hexadecimal color code. All this information you can get in a matter of seconds.
In addition, the style directory has another important plus. You would not want your development to be spoiled by someone less knowledgeable? Another designer may not know all the features of the project, and it will be very offensive if an elaborate logo is used without observing certain standards, which ultimately completely ruins the idea and distorts the overall look.
If, after reading the above examples, you are interested in this topic and you want to know what mainly should be taken into account in the style guide, we suggest that you read the recommendations below.
The main elements of the brand book
Of course, each style guide is different in its own way, it will always be something different from the other. Nevertheless, all instructions of such a plan have a number of common points.
The guideline (this section of the brand book is sometimes called a passport of standards) contains a description of the brand constants – its logo, company colors, acceptable and unacceptable options for converting and using elements, the rules for design documentation, advertising products and so on.
The company must have its own list of brand fonts. And in marketing materials of any type only these fonts should be used, and no others. It is extremely important to keep this list, adding to its writing patterns.
If there are special rules for the design of titles and signatures, recommendations on the use of fonts in certain sizes and other characteristics, they should also be written down.
British Airways fonts
Information about the colors used should be described as detailed as possible. This means that in the guideline it is necessary not only to specify hexadecimal options for the presentation of each color, but also not to forget to mention the equivalent values in the CMYK and Pantone color models for printing. Not every color looks the same on a computer and on paper, so it is better to think over all the details in advance.