CONSISTENT IDENTITY: THE IMPORTANCE OF CREATING A BRAND GUIDELINES SHEET

The latest work published on EmmyHD Design might be one of the most important aspects of being a graphic designer that must never be overlooked. Whilst the creator of a brand identity has become all too familiar with the intricacies of their craft, it is essential that others are also able to understand the rules put in place. With a Brand Guideline Sheet, the designer is able to fully communicate their strict intentions to clients and other members of the team.

HOW DO THESE BRAND GUIDELINES HELP?

Through studying the rules laid out on this reference sheet, everyone involved with the use of the corporate designs can remain aware of how the brand should always look, sound, and feel. It prevents miscommunication and speeds up the creative process, ensuring the business is never misrepresented in the public eye. Professionalism can always be maintained, whether through social media or real-world settings. Over time, this will lead to improved brand recognition and customer trust.

WHAT SHOULD ALWAYS BE INCLUDED?

The guidelines sheet should at first draw attention to the intentions of the brand through its origins, themes, and goals, as this foundation will impact all aspects of design choices. Included in the sheet should be information on proper logo usage, highlighting instances where specific variations of the logo should be used to best fit within a composition. There should also be reference to the purpose of clear space surrounding the logo to prevent overlapping elements on webpages or products, explaining the concept to those who may be less knowledgeable.

As well as this, all font types and colour palettes must be documented here for continuous usage amongst the design team. Each element must be described as primary or secondary with details on when they should appear. Incorrect usage examples of design elements may also be listed here as a clear indication of what would be considered a violation to the brand identity. Exceptions to rules may be permitted in certain scenarios, such as changes to the saturation of the logo to allow for enhanced contrast against a background. With this section of the document, team members will have less hesitations towards utilising designs produced by someone else.

'EmmyHD Design' Logo Mark with Clear Space Guidelines, Created by Emmy Dubois