Creating a Brand Style Guide

A brand style guide allows you to communicate your brand consistently across all mediums. This course will teach you about understanding branding, communicating logo uses, defining brand typography, distributing a brand style guide, and much more. Software required: Adobe InDesign CC.
Course info
Rating
(10)
Level
Beginner
Updated
Jun 23, 2017
Duration
2h 6m
Table of contents
Description
Course info
Rating
(10)
Level
Beginner
Updated
Jun 23, 2017
Duration
2h 6m
Description

Are you a business owner, brand manager, or graphic designer, who creates and works with client brands or your own? In this course, Creating a Brand Style Guide, you'll develop an understanding of branding and learn the different elements it takes to create your own brand style guide. First, you'll begin by learning about effective branding. Next, you'll start working with establishing consistent brand colors across all media, defining and communicating your logo uses, and defining your brand typography. Finally, you'll explore how to utilize photography and video in your brand, and how to use and distribute your brand style guide. When you're finished with this course, you'll have a better understanding of the importance of various brand communication elements, how to solidify the desired uses of those elements and interactions, and strategies to set down concise rules to ensure control and consistency of brand element usage and visual representation. Software required: Adobe InDesign CC.

About the author
About the author

As a freelance graphic designer with over 20 years' experience, Pariah sits on the Adobe Advisory Group, is an Adobe Freelancer, and is an Adobe Community Professional and a former trainer and technical lead for Adobe's technical support teams for InDesign, InCopy, Illustrator, and Photoshop.

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Section Introduction Transcripts
Section Introduction Transcripts

Course Overview
Hi. I'm Pariah Burke, a consultant and author who helps designers, agencies, and brand owners with the tools and strategies of visual communications and branding. I've worked with hundreds of brands, including three of the world's five most recognizable brands. This course, Creating a Brand Style Guide, goes far beyond just creating a guide. It should be called, Creating a Brand Style, Defining the Systems and Policies of Branding, and Creating and Using a Brand Style Guide, but that's too big a mouthful, so I shortened the title. The people who should take this course fall into two camps. First, CEO's, entrepreneur's, and brand manager's in charge of establishing, protecting, and growing their brands. The other group for whom I equally tailored this course comprises graphic designers and advertising executives who create and manage the brand identities and visual elements of their client's brands or who want to expand their services into areas of brand development, branding consultation, and brand Style Guide development. Both groups will benefit equally from this course. Some of the major topics we'll cover include understanding branding, establishing consistent brand colors across all media, defining and communicating your logo uses, defining your brand typography, using photography and video in your brand, and using and distributing a brand Style Guide or brand book or brand bible. Again, I'm Pariah Burke, and I'm looking forward to helping you create or refine your brand style, the systems, strategies, and policies of your company's branding and asset management, and ultimately building a brand Style Guide that will empower your brand agents, partners, and the press to properly and consistently represent your brand across all media. Let's get started.

Understanding Branding
Welcome to Creating a Brand Style Guide. I'm Pariah Burke. In this first module, Understanding Branding, we need to define a few terms, and explain what they mean in the context of your brand. Then we need to look at why your brand needs a brand style guide, what a brand style guide is, what it can do for you, and who you should distribute it to. Finally, we'll take our first look at a brand style guide, including the Jambox brand style guide in the demo files and a free, royalty free, brand style guide template that you can download and use for your brand style guide or for your clients if you happen to be a designer preparing style guides for other entities.

Establishing Consistent Brand Colors Across Media
Now it's time to establish consistent brand colors across media. Working with the colors that represent your brand is an important first step to take in designing, redesigning, or merely documenting your brands visual identity. If you haven't yet selected and finalized your brand colors the best way to do that for the most consistent reproduction across all mediums is to start the right way, in the right system. Once you have them, or if you already have your brand colors chosen, you'll need to learn to translate those colors into the closest reproduction in every major color system and medium. You'll do exactly that, first by finding, hopefully, precise matches between CMYK and Pantone Spot Colors for printing and manufacturing, and then translating CMYK and Spot colors into the digital realm with high fidelity RGB and HTML/HEX color matches for use on screen, on mobile, in broadcast, and in projection. Now in possession of the brand colors and the formula any agent needs to reproduce those colors in any media you need to communicate that to brand agents effectively by adding the colors and formulae to your brand style guide. Let's start with finding out how important color might be to your brand.

Using Photography and Video in Your Brand
Photographs and video are an increasingly common element of branding, which means their proper use needs to be defined and communicated in the brand style guide, and you need policies on their use. Defining image and video usage when representing the brand varies in its spirit and depth depending on the brand. If stock content may be purchased on behalf of your organization make sure you understand the licensing models royalty free, rights managed, editorial rights and preview, as well as the specific license limits per stock imagery agency. In this clip you'll learn about those licensing models and how to find and choose the correct licensing for stock photos, video footage, and animation clips. Next, you'll learn when model releases and property releases are required or just safe practice. Whichever type of licensing you choose, whatever size or kind of licensing, make sure that your organization has in place a process for documenting that licensing. A credit card receipt will not protect you from a copyright infringement suit. With an understanding of imagery licensing, model and property releases, and what can happen if you fail to obtain and store proper documentation, you need to define your policies about image creation, purchase, and use. Communicate those through the brand style guide, so that your brand agents know how to use your imagery, original or stock, correctly using licensing you and your asset control team approve, and how to properly store licensees and proofs of purchase for long term, archival, and instant recall. Let's start by demystifying imagery licensing.

Building and Distributing a Brand Style Guide
Here we are, the final step in creating a brand style, policies and strategies, and brand style guide. Using and Distributing a Brand Style Guide is the module that will help you put the finishing touches on your brand style guide, and get it into the hands of everyone who needs it. We'll begin by finalizing your brand guide, adding the finishing touches, making sure you have sign off amongst your organization, and making sure all of your systems are set and ready to go. Next, we'll version your brand style guide to make sure your brand agents always know they're working with the right version of your brand style guide and following the most recent guidelines and rules to make sure their presenting your brand in the way you want it presented. Next, you'll learn about creating CSS style sheets that help your brand agents consistently and easily represent your brand across digital projects for the web, eBooks, and mobile applications via cut and paste and fully importable CSS style sheets. Ultimately, there'll be only one step left, deciding who needs access to your brand style guide and assets, and getting everything into those people's hands, whether internal employees, remote employees, freelancers and contractors, the press, even the public. Let's jump right into finalizing your brand style guide.