Competent branding increases the recognition of the company. However, successful branding is impossible without systematization of all information about its identity. A brand guideline is a set of corporate documents, a set of rules for the correct use of corporate identity elements. Creating a guideline helps brand executives, designers, and marketers have a clear idea of ​​how to apply corporate identity elements.

What is a guideline: the difference between a brand book and a guideline

Quite often, modern marketers equate the concept of a brand book and a guideline. A brand book is a document that contains such key concepts about a brand as its mission, goals and philosophy. First of all, a brand book is important for company employees who must move towards achieving a common goal. At this time, the guideline is not an internal corporate document, it standardizes work with brand visual symbols.

Features of using brand guidelines

Depending on the goals and scale of the company, the guideline can be part of a brand book or act as an independent document.

A small company does not need to prescribe the rules for placing brand identity on various media, except for the main ones (business card, pens). Therefore, they can order a guideline as part of a brand book. However, large corporations, especially those that operate on a franchise basis and have many different carriers of firm style (uniforms, vehicles, signs), should have more detailed guide . In this case, they order the guideline as a separate document, which will go into the hands of layout designers and designers. It is they who will be engaged in the placement of visual elements on the media.

When redesigning the company, there is no need to develop a new brand book, as the company's mission has not changed. However, the redesign implies a change in the main communicating elements of the brand (logo, corporate color combination, character). New rules for the use of these elements should be described in the guideline by issuing a fresh version.

Brand identitymohawk frompentagram

Why develop brand guidelines?

The users of the guideline are design and marketing specialists in the company. According to the famous designer Alina Viller, the development A guideline helps “save time, money and frustration.” A situation familiar to many companies is the new designer running around the office trying to figure out the CMYK colors of the logo. The guideline helps the brand to successfully cope with the solution of such problems, and also solves the applied problems of departments responsible for advertising and marketing.

Guideline Development Goals

1. Significantly simplifies further interaction with marketing agencies. It is enough to describe the general vision marketing campaign and provide guidelines to designers. You can be sure that all elements of the identity will be correctly placed on the media, in accordance with the rules for their use.
2. Control over the use of identifying elements allows marketers to be confident in attractiveness of the corporate identity of the company on any media.
3. Clearly defined rules for the arrangement of elements (logo, corporate blog) and color combinations guarantee unification of all brand carriers. This approach allows you to increase brand confidence and awareness.

Brand identity carriersMTrading

4. The guideline must contain examples of how to "do not do": how not to place the logo, examples of unsuccessful color solutions, etc. This limits the freedom of action of marketers and guarantees the correct design of any elements.

What does the guideline include

Guideline development is the formulation of clear rules for the use of identifying elements with the following structure.

1. Brand constant description(logo, color, color combination, fonts), for which rules are drawn up for their scaling and application depending on the location on the media, as well as the application environment.
2. Versions building a logo and its security zone, options for using the logo in color, monochrome or b/w, depending on the brightness of the background, as well as unacceptable options for using the logo.
3. Brand block(mutual arrangement of elements) and corporate colors (combinations and shades).
4. business documentation(design and scope).
5. General principles of creating layouts.
6. Principles of design and layout printing products, outdoor advertising,POS materials.
7. Souvenirs, uniforms, vehicles, etc.

Below are examples of guidelines large companies.

Description of the main colors of the companyCISCO

Use the sliders below to tell us about your brand and we will translate it into the main color of the logo.

Feminine

Courageous

Serious

Luxurious

Accessible

Classical

Modern

Youth

Muted

Your primary logo color is red, a universal sign of excitement, passion, anger and sexuality. Looking for a loud, playful, youthful or contemporary color? Red is your path.

Think white is the absence of color? White the color of youth and frugality, but can work for almost any brand. As a neutral color, consider white as secondary accent.

You have the color of the logo. Fabulous! We recommend using it as the main color in your logo design to express your brand's personality.

But remember, you are not limited to just one logo color. Choosing a primary color with two or three color accents can highlight other brand features. Also, if your brand is represented by different products, complementary colors are a great way to differentiate them.

Send us your logo color details and we will contact you to create your new logo.

ORANGE

Your primary logo color is orange. Orange - invigorating, playful color, derived from red (warmth) and yellow (joy). Use orange for stand out from the crowd. It is used less frequently than red, but still has an energizing effect.

You have the color of the logo. Fabulous! We recommend using it as the main color in your logo design to express your brand's personality.

But remember, you are not limited to just one logo color. Choosing a primary color with two or three color accents can highlight other brand features. Also, if your brand is represented by different products, complementary colors are a great way to differentiate them.

Send us your logo color details and we will contact you to create your new logo.

Wanna look stylish, modern and luxurious? Time to use black. Do you want to be economical and affordable? Stay away from the dark side.

You have the color of the logo. Fabulous! We recommend using it as the main color in your logo design to express your brand's personality.

But remember, you are not limited to just one logo color. Choosing a primary color with two or three color accents can highlight other brand features. Also, if your brand is represented by different products, complementary colors are a great way to differentiate them.

Send us your logo color details and we will contact you to create your new logo.

PURPLE

Your main logo color is violet (magenta), a combination of warmth and coolness, the passion of red with the serenity of blue. Use purple to appear luxurious, ultra-modern or wise. In addition, it contains hint of femininity.

You have the color of the logo. Fabulous! We recommend using it as the main color in your logo design to express your brand's personality.

But remember, you are not limited to just one logo color. Choosing a primary color with two or three color accents can highlight other brand features. Also, if your brand is represented by different products, complementary colors are a great way to differentiate them.

Send us your logo color details and we will contact you to create your new logo.

Your main logo color is yellow, it affordable, sunny, friendly. Yellow exudes joy (think sunflowers and smiling faces). Choose yellow and your brand will radiate energy of youth.

You have the color of the logo. Fabulous! We recommend using it as the main color in your logo design to express your brand's personality.

But remember, you are not limited to just one logo color. Choosing a primary color with two or three color accents can highlight other brand features. Also, if your brand is represented by different products, complementary colors are a great way to differentiate them.

Send us your logo color details and we will contact you to create your new logo.

Your main logo is pink, it symbolizes romance and femininity yet incredibly versatile. From soft pink to neon purple, choose pink for modern, youthful, luxurious look.

You have the color of the logo. Fabulous! We recommend using it as the main color in your logo design to express your brand's personality.

But remember, you are not limited to just one logo color. Choosing a primary color with two or three color accents can highlight other brand features. Also, if your brand is represented by different products, complementary colors are a great way to differentiate them.

Send us your logo color details and we will contact you to create your new logo.

Your primary logo color is green, maximum versatility. Green is not associated with certain personality traits, but it does have strong cultural associations. He is associated with nature, health, growth, rebirth with money and prosperity. So, whether it's finance or gardening, green might be for you.

You have the color of the logo. Fabulous! We recommend using it as the main color in your logo design to express your brand's personality.

But remember, you are not limited to just one logo color. Choosing a primary color with two or three color accents can highlight other brand features. Also, if your brand is represented by different products, complementary colors are a great way to differentiate them.

Send us your logo color details and we will contact you to create your new logo.

Grey colour mature, classic and serious. Use dark shades to add mystery. Use light shades gray to be more accessible. Stay in fashion! Design trends change every year. While it's impossible to update your brand's color palette with every new trend, just being aware of the latest color trends can bring benefit to your brand.

You have the color of the logo. Fabulous! We recommend using it as the main color in your logo design to express your brand's personality.

But remember, you are not limited to just one logo color. Choosing a primary color with two or three color accents can highlight other brand features. Also, if your brand is represented by different products, complementary colors are a great way to differentiate them.

Send us your logo color details and we will contact you to create your new logo.

BROWN

Make your brand rude, masculine or serious. Brown is very little used so you will stand out from competitors.

You have the color of the logo. Fabulous! We recommend using it as the main color in your logo design to express your brand's personality.

But remember, you are not limited to just one logo color. Choosing a primary color with two or three color accents can highlight other brand features. Also, if your brand is represented by different products, complementary colors are a great way to differentiate them.

Send us your logo color details and we will contact you to create your new logo.

Your primary logo color is blue, king of flowers. Blue appears in over half of all logos because it represents intelligence, reliability and maturity. Technology companies and large corporations tend to sustainability and security blue. True blue will make sure you are treated Really.

You have the color of the logo. Fabulous! We recommend using it as the main color in your logo design to express your brand's personality.

But remember, you are not limited to just one logo color. Choosing a primary color with two or three color accents can highlight other brand features. Also, if your brand is represented by different products, complementary colors are a great way to differentiate them.

Send us your logo color details and we will contact you to create your new logo.

Guideline development (creating a logo standards passport) is one of our main specializations. As designers, we understand how a guide should look like so that it can be used at any stage of brand development, and not just account for a massive picture book that is not relevant to your company and is not applicable in practice. Creating a guideline is a lot of work, including not only a description of the logo constants, but also a brand visual identification system ( form style) and a set of rules that allow the consumer to form the right opinion about you.

Guideline development

A guideline is a guide that describes the rules for using a brand's visual identity system. A kind of logo passport. It specifies the basic rules for applying the logo, the use of corporate identity, corporate fonts and colors. The development of a company's corporate identity rarely does without the creation of a guideline, because it is in it that important instructions are indicated, on the observance of which the success and brand recognition can largely depend.

Most guidelines look like they were created out of an obsession to control everything and everything. We do not seek to catch you in a tight grip. The guideline should become your guide, a wise assistant and a good mentor to allow your brand to develop in its own unique way, while our task is to create and designate common coordinates.

Guideline cost.

Of course, not all positions are necessary for your business. We will definitely discuss this issue with you, adjust the list of elements specifically for your needs and tasks. In any case, you will receive a universal tool for the competent adjustment of your brand and the formation of a unified image.

We have prepared three solutions for you:

1. Economy - cost 120,000 rubles

Includes logo design and corporate identity elements on the example of a business card and letterhead

2. (logobook)Corporate identity and logo - cost from 160,000 rubles

1. Logo

2. Options for using the logo
2.1. Logo layout.

3. Color scheme of the Logo, corporate color scheme, adaptation to print media

4.2. Font color and size.

6.1 Letterhead
6.2 Envelope
6.3 Template design electronic document
6.4 Business card

3. Brand book (Guideline) - the cost depends on the number of elements

1. Logo
1.1. The main elements of the logo.
1.2. Location, free field of the logo.
1.3. Logo placement rules.

2. Options for using the Logo
2.1. Logo layout.
2.2. Interaction of the logo with the text block.
2.3. Logo scaling.

3.Color scheme of the logo, corporate color scheme, adaptation to print media
3.1. The colors used in the logo.
3.2. Corporate colors, colored background.
3.3. Unacceptable use of the logo.
3.4. Monochrome image of the logo.
3.5. Features of application on various media.

4. Selection of corporate fonts
4.1. Tips for using fonts.
4.2. Font color and size.

5. The main element of the visual identification system (creating a corporate identity for the logo)

6. Basic elements of business documentation

6.1. Forms:
- letter
- order
- Press release
- the envelope
- template design electronic signature
- business card

6.2. Booklet (basic graphic principle of layout, corporate block placement standards, text information)
6.3. Design of an advertising module layout template for the press (vertical and horizontal, development of serialization principles);

8. Rules for branding souvenirs:
8.1. CD-ROM (cover and apple).
8.2. Invitation.
8.3. Postcard.
8.4. Baseball cap.
8.5. T-shirt.
8.6. Desktop flag.
8.7. Banner (vertical, horizontal options).
8.8. Cup.
8.9. Cup with saucer.
8.11. Pen.
8.12. Wall clock.
8.13. Diary.
8.14. Notebook.
8.15. Business card holder.
8.16. Paper bags (VIP and standard)

9. Main provisions of external identification
9.1. Registration of plates, passes

10. Fundamentals of internal identification
10.1. Pointers.
10.2. Tablets.

11. Photo style of the brand. Rules of use and system of interaction with brand constants and elements of corporate identity (Indicating filters).

Guideline development in our company.

Let's look at developing guidelines like a cookbook full of signature recipes and ingredients that, in the right combinations and proportions, make for a great blend of flavors and flavors. The successful development of the guideline will leave you room for experimentation, but it will make it clear which ingredient is too much and how not to spoil the main signature dish - your brand.

Take a look around your workplace, and you will surely see that your colleagues look very presentable. It is quite possible that a large percentage of these people do not wear perfectly matched colors, say, a purse and a bag. But who cares? We think that you are definitely not. Similarly, in the case of a competent corporate identity guide: the visual identification system is focused on the main thing - visible and relevant. There is no need to waste time and attention on creating such palettes, the differences between the colors of which you will never notice and will not use.

We create really working solutions that will allow you to save in the future by ordering the design of promotional products. Often, entrepreneurs try to save money on creating a guideline in order to reduce the cost part, reduce advertising costs, without even suspecting that these costs will be increased very soon with its absence.

Is the guideline a cost or an investment?

Allocated budget for the creation of a guideline is not the cost of the company, but its investments to a bright future, just like you buy an expensive and good car for a comfortable ride instead of embarrassing yourself in a traffic jam on a rusty bucket, constantly investing in repairs and stuffing it with spare parts, which in the end turns out to be more expensive than if you took a normal car . Even if you take it on credit and pay interest. A guideline is one of the pillars on which your company's marketing strategy rests on the way to a successful future.

Branding, a beautiful logo, creative slogans - enough time and effort has been spent on all this. Now your brand has become truly unique, expressive and recognizable.

All trademarks and symbols belong to you. Now the main task is to protect them. AND the only way to do this is the development of a guideline.

Guideline development: is it really that important?

It's like asking if you can do online sales without a website. Guideline is absolutely necessary for at least the following reasons:

1. competent and effective use of the logo, corporate design and style multiply the positive perception of your brand;
2. corporate identity guide helps to avoid any distortion and deviation from your individual design;
3. it reminds people that behind the word “brand” is a company they can trust for everything.

neglecting such a fundamental thing as the development of a guideline, do you want to face the following problems?

Inappropriate and indiscriminate use of branding - including the logo and slogans;
unsuccessful colors, different elements and incorrect positioning of the logo on promotional items;
careless handling of corporate identity, which will lead to confusion and "cheapness";
the lack of unity in the presentation of all branding elements will provoke disharmony in their perception;
fuzzy brand message will lead to worse sales.

For example, the logo essential element corporate style. Popular browser Mozilla Firefox in his guideline, he writes that misuse of the logo - whether it be location or non-original colors - is akin to putting shoes on the wrong foot: they are still shoes, and in general they are where they are supposed to be - on their feet. But you are not comfortable. How uncomfortable for your brand.

Our branding agency will make sure that you do not mix up the right and left foot. To do this, we will develop an individual guideline for you, which will contain:

A complete description of your logo - along with all of its characteristic features, the principle of construction, options for various media;
how, when and in what cases it is necessary and not necessary to use the corporate identity of the brand and its individual elements;
tone and vocabulary appropriate for the brand;
specific colors, sizes, lines, accents, trademark, corporate signature, photo-style images;
typography elements;
rules for printed reproduction of corporate identity, if necessary.

Of course, when creating a guide, we try to find a personal approach to each client. Someone will need a 100-page guideline, and someone will get by with one sheet. Based individual characteristics- the requirements of your brand, our team will develop the guideline that is necessary and suitable for you. It is clear that over time your brand will grow and develop - change. Therefore, when developing a corporate identity and creating a guideline, we always take into account flexibility and the possibility of free maneuvering in the use of branded elements.

Another point to think about is whether you will publish your guideline in the public domain or use it only for yourself. In any case, you will receive a clear and understandable brand guide that will bring ease and pleasure to working with your business.

The image of famous brands like Apple, Nike and Coca-Cola is formed not only by their products, but also by the logo, font, certain colors and other components of the corporate identity of the company. It is also important how these elements are used in real life and what values ​​they reflect. This is regulated by internal documents of companies - brand books and guidelines. Look At Me figured out why such branding guides are needed and chose 10 interesting examples of such publications.

Why brand books are needed
and guidelines

Typically, a brand book describes the company's values, its goals, marketing strategies and other characteristics that make the brand different from others. In addition, an important internal document is the guideline - a set of rules governing the use of the logo, fonts, corporate colors and other visual brand identifiers.

However, often (especially in small companies) these technical standards included in the brand book: in this case, it sets out both the mission of the company and reflects the visual components of the brand.

10 brandbooks and guidelines
famous companies

In 2011, a book was published about how the Lufthansa corporate identity has changed- one of the largest airlines in the world, founded in 1926. Its visual image was formed in the 1960s: then the identity for the company was developed by the German Graphic Designer Otl Aicher, who also designed the Munich Olympics in 1972. The Eicher project is considered one of the best corporate identities developed in the 20th century. The book Lufthansa and Graphic Design: Visual History of an Airline shows how an airline's identity has changed over the course of its history. Also included in the book is a guideline developed by Aicher in 1963.

British Airways, like many other companies, has a brand book combined with a guideline: their “book” contains a description of the brand’s core values, its Short story and guidelines for using brand identity elements. True, the rules for applying the logo, corporate colors and fonts take up most of the book - a 100-page guide contains tables and detailed explanations.

The graphic design of the Olympic Games in Montreal, created by designers Georges Huel and Pierre-Yves Pelletier, is considered one of the most successful along with the identity of the Olympics in Munich and Mexico City. In 1976, a detailed guideline was also published, which, like the souvenirs of the Olympic Games in Montreal, is still hunted by collectors.

In 1986, at the request of Steve Jobs, renowned designer and art director Paul Rand created the logo for NEXT. To talk about his train of thought and the logo he created, Rand created a logo-book. It explained how to use the designed logo. Jobs liked this book so much that he gave it as a souvenir.

Brand book development is one of the most demanded services on modern market. The business community widely uses this concept, despite the fact that many do not quite correctly understand the meaning of this word.

So what is a brand book and how does it differ from a guideline?

Brandbook is actually a closed internal corporate document (top secret). This core document describes the main marketing idea trademark, its mission, philosophy and value. The creation of a brand book implies the existence of a legal part, which fixes copyright and related rights to a registered trademark, etc. In addition, the Brandbook contains a section that sets out the requirements for design and for all elements of the company's corporate identity. The information contained in this document is a trade secret, as it outlines the brand development strategy, its strengths in a competitive market, company legend, predicted life cycle, corporate culture.

What is included in the brand book?

Guideline is an integral or separate part of the brand book; a guide for designers, which describes in detail the rules for constructing all elements of the brand's corporate identity and the rules for using these components when printing on all currently existing advertising media. Logobook is part of the Guideline. Consists of detailed instructions on the use of a graphic sign and fixes the visual constants of the brand. All the canons are captured here according to the possible combination of colors and fonts. In addition to the main version of the logo, all acceptable logo placements and color coding are shown.

In addition to design specialists, top managers often turn to guidelines in their work as the main reference point when checking advertising and souvenir products, as well as the correct use of corporate symbols in the media.

The concept of "branding" appeared relatively recently - at the end of the 19th century. It was at that time that a lot of consumer goods appeared and companies competing in the market needed to develop a concept appearance its products. This helped the product, designed in accordance with the manufacturer's rules, to stand out on the store shelf. In addition, branding increased the percentage of company recognition. And if she started to market New Product, then it was designed in the same way as other goods of the manufacturer. Information about the company's field of activity and its identity requirements needed to be systematized somehow - this is how the first corporate documents appeared, which will eventually turn into brand books and guidelines.

At first, the brand book and the guideline were one and the same. However, over time, companies, especially large ones, faced the fact that their brand books became very voluminous and the employees for whom this document was intended began to poorly absorb information about the company's mission and its corporate identity. With the advent of national and transnational corporations the importance of branding information has greatly increased, therefore, everything that was related to the mission, ideology, principles and values ​​of the company had to be separated into a separate document. This is how brand books appeared. They described the prospects for the development of the company, its philosophy, main ideas - that is, the vector of development for many years to come.

A brand book is a document for internal use. This is something like a charter with rules of conduct common to all employees of the company. At the same time, the main task of the brand book is to motivate staff to work more efficiently and help contribute to the development of the company with their work. This is by no means a “dry” document with many boring paragraphs, on the contrary, any brand book is a carefully thought-out call to action and a description of the wonderful future that awaits both the employees of the company and the brand itself.

Many people confuse brandbooks and guidelines. What is most surprising, they are often confused by specialists who are directly related to advertising and brand promotion. So what is the difference between a brand book and a guideline?

Unlike a brand book, which is an internal document, a guideline is a passport of standards that describes everything related to the company's corporate identity. These are a logo, a sign, primary colors, ways of placing an identity on various media, etc. When a company decides to create or change its corporate identity, it turns to an advertising agency. After the corporate identity is created, the customer receives a document that describes how to properly use all the elements of the identity. This is the guideline. Also, the guideline necessarily contains examples of the inadmissible use of brand identifiers.

Guidelines for large corporations can be hundreds of pages long. This is due to the fact that large brands are developing in several directions at once and it is necessary that each of them has its own style, which at the same time is fully consistent with the main style of the company.

The guideline greatly facilitates the interaction of the brand with advertising agencies. It is enough to describe only the concept of the advertising campaign and provide the designers with a guideline. At the same time, you can be sure that all identity placed on physical (as well as electronic) media will comply with the requirements of the standards passport.