Brand Identity and System

Manuela Costa

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Summary

Logo Usage: Guidelines on how the logo should be displayed, including clear spacing, size, and proportions. It may also specify variations of the logo for different use cases.

Color Palette: The approved colors for the brand, including primary, secondary, and accent colors. It often includes color codes (e.g., RGB, CMYK, HEX) for consistent reproduction.

Typography: The chosen fonts and typefaces for headings, subheadings, and body text. Guidelines may include font styles, sizes, and spacing for various applications.

Imagery: Guidance on the types of images and visuals that align with the brand. It may cover photography style, image selection, and treatment.

Design Elements: Any design elements that contribute to the brand's visual identity, such as patterns, icons, or graphic elements.

Tone of Voice: Instructions on the brand's communication style, including the use of language, messaging, and tone. It helps maintain consistent messaging and voice across all content.

Usage Examples: Real-world examples of how the brand elements should be applied, such as business cards, letterheads, advertisements, and digital interfaces.

In contrast, the scope of a brand system is broader and includes not only the visual and verbal elements but also the overarching strategy and principles that guide how the brand is presented and perceived. It encompasses:

Brand Identity: The core essence of the brand, including its values, mission, and personality traits. This defines the brand's purpose and how it wants to be perceived by the audience.

Brand Architecture: If applicable, how different sub-brands or product lines fit within the overall brand structure.

Market Positioning: How the brand positions itself in the market relative to competitors. This includes defining the target audience and unique selling propositions.

Messaging Strategy: Comprehensive messaging guidelines that go beyond tone of voice, delving into key messages, taglines, and content strategy.

Brand Experience: Guidelines for ensuring a consistent brand experience across all touchpoints, including physical spaces, digital platforms, customer service, and product/service interactions.

Brand Equity: Strategies for building and maintaining brand equity, including methods for measuring and enhancing brand perception.

Content Strategy: In-depth content guidelines that encompass not just tone of voice but also content creation, distribution, and management strategies.

What's included

Brand Guidelines
A brand guideline is a comprehensive document that outlines the visual and verbal elements that make up a brand's identity. It provides specific instructions on logo usage, color palettes, typography, imagery, and tone of voice. Brand guidelines ensure consistency in how a brand is presented across all communication channels, reinforcing its recognition and trust among its audience.
Brand System
A brand system is a structured framework that encompasses a brand's visual and communicative elements. It goes beyond a simple set of guidelines, providing a comprehensive strategy for how a brand's identity is expressed. This includes rules for logo usage, color schemes, typography, design components, messaging, and overall brand positioning. A well-defined brand system ensures a cohesive and memorable brand experience across various touchpoints, fostering brand recognition and trust.

Example projects