Tujin Uber Uber is swiftly pushing the taxi industry off the road, allowing riders to experience transport at its finest. Check it out via Issuu here. It specifies the nuances in the colour, spacing and background details of the brand logo on various garments like blazers, suits and on hats. Following the introductory brief on the purpose of the manual, and public guidelines, the various official marks like the emblem, slogan element, logo, trophy branddbook. The use brwndbook colour is what really makes this style guide pop.
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And, lucky for us, many of these companies post their brand manuals online, giving us an inside look at how they do what they do: what fonts, logos, inspirations, and philosophies they consider essential to their brand. The following list is our picks for ten great brand guidelines. Nike Football First on our list is a sub-brand of Nike , their football soccer brand.
Nike places so much importance on branding, they gave their football equipment its own brand manual. We see wild exuberance—some faces calling to mind the passion and thrill of winning, others exuding the primal tension of a coming riot. View the full brand guidelines here. And there is a large amount of fribble and flummery in their clip art four-armed businessmen, camels erupting in magic and sparks to enhance the Skype layouts.
Overall, the Skype brand identity guidelines read as a how-to for creating a dream-like, positively charged user experience—one that is controlling of the brand but gives permission to play. Focusing more on the feel and philosophy of the company rather than the nuts and bolts of asset placement and font size, they managed to make the company feel both new and old: old in the sense that it appears to be built on tradition and gravitas, but new in taking what has faltered and lifting it from defeat.
Right from the beginning, we see that Artisan, Unique, Fresh and Genuine are positives, while Authentic Italian is not. Finally, Eataly punches up the fun factor, promoting self-expression and sociality. Never cheesy, never shy, Macaroni Grill presents a beautiful manual that has something new to say in the Italian restaurant chain—higher scale than Olive Garden, but with a menu and atmosphere that appeals to a more compromising American palette.
For Life. There are 2. Because of this huge group of volunteers, most of whom do not have graphic design experience, the corporate brand guidelines need to be clear, concise and easy to use. There is more to this manual than just guidelines about font size and color palette, though.
The book explains marketing terms that the average scoutmaster or den mother might not be familiar with. These brand guidelines, which are built upon a rich tradition of imagery, slogans, and trademarks, are a perfect example of how an organization with many products and variations can clearly and succinctly build a cohesive brand platform that integrates common design elements into disparate categories of symbolism.
Where other soda companies rely heavily on paid commercial advertising, Jones has built a cult following based on product placement and two famous RVs that hand out free soda up and down the East and West Coasts. This brand guide is built around the tagline "Your photos, your soda, your brand.
The black-and-white photography is offset by the vibrant color palette of the soda itself, as well as the bright greens, electric oranges, and glowing pinks of the boxes. Each box depicts a quote submitted by customers, and the copy on the sides is every bit as original as the rest of the brand.
The design elements and customer engagement are finely tuned, demonstrating that a brand can be carefully orchestrated and still be fun. Animal Planet While most brand guidelines offer something in the way of a mission or positioning statement, the Animal Planet brand manual limits its commentary to a selection of "emotional connections" that people will feel in regard to their TV shows. But that lies at the heart of its strength.
It is a manual that emphasizes storytelling, and the experiential viewing that its customers will embrace. A good example is the now off-the-air Meerkat Manor, a show that, through clever screenwriting and narration, turns a nature documentary into a soap opera full of intrigue, romance, and betrayal. The very first line of the preface begins "We are so much more than books.
They are more than just books—they are an experiential brand, with an experiential position. The type still holds a bookishness to it, but with the swoop of a whimsical R and the pronounced ampersand I love the ampersand! The new primary color palette—Brilliant Blue and Cozy Navy—give a casually inviting feel, and the somewhat-autumnal secondary colors make designs pop without overstatement.
It is mathematical, an ode to geometry. It was designed not only for a new brand aesthetic, but to scale up and down while looking the same across many platforms—a problem the previous logo struggled with. Not to be outdone is the simple Google G: a circle with a small cut taken out, and a reformed horizontal.
The G is essentially the new G from "Google," but with a thicker line weight, and it incorporates all the colors from the full word.
It is recognizable at once as being the younger sibling of the full logotype. The colors of the four dots are the same as the colors of the logotype and the Google G: blue, green, yellow, and red. Twitter This is a rebrand for the social media giant , moving away from the heavy "twitter" and lower-case t-in-a-square.
The new logo is either a blue-on-white or white-on-blue bird with some controlled allowance for a white bird on a muted photograph. Along with the logo, they have guidelines for how usernames and hashtags should appear—Helvetica, with negative tracking. There is a fun page illustrating the misuse of the logo, admonishing designers not to use drop shadows, patterns, or my favorite: "Do not use metaphorically to suggest a bird.
Blue is the only color allowed, along with various shades of gray. Helvetica and Roman are the only fonts allowed. And the manual shows the proper formatting of a tweet treatment. Live better. Previously, Walmart had been hyphenated—Wal-Mart—but that is gone from the new brand manual. There is a lot to be found here, as Walmart is the largest company in the world. The style guidelines recognize this, and they appear to be a little more lenient than most of the style guides looked at here.
There is allowance for the blue and yellow logo to be straight blue, or straight black, or all white on a green background, and on and on. The color palette is opened wider: allowing three shades of blue, orange, yellow, and two shades of green. And even that is negotiable: other colors can be used "as long as the spark is able to maintain its contrast and integrity.
Hopefully, these examples inspire you to think about all the great things that awesome brand guidelines can do for your company. They show what you are about, and they build a narrative through which your customers will understand you better. In addition to corporate writing, Rob is a nationally published novelist, with his books translated into nine languages.
He lives in North Ogden, where he spends his time reading, writing and building models. Share On:.
10 examples of great brand guidelines