brand guidelines
Visual identity manual
Brand guidelines are rules governing how a company or organization presents itself visually and verbally.
They typically specify logo usage, color palettes, typography, tone of voice, and acceptable imagery.
The goal is consistency across all communications: The marketing team rejected the ad because it violated brand guidelines.
Also called a brand style guide or brand book.
- logoCompany identifying symbol
- typographyArranging letters for display
- color paletteRange of selected hues
- consistencyReliable adherence to standards
- templatesPreset formats for copying
do's and don'ts · tone of voice · corporate identity · fonts · imagery · rules · specifications · lockup · whitespace · trademark · messaging · wordmark · color codes · approval · compliance · creative direction · tagline · mission statement
- designdesign principles, functionality, emphasis, unity, graphic design
- graphic designlogo, font, typography, layout, color
- brandingtaglines, logos, slogans, color schemes, packaging
- visual designgraphic design, typography, color, layout, visual hierarchy
- agency workclient meetings, client relations, client work, briefs, pitches
- Bank Brandinggold accents, app icons, visual identity
brand guidelinescreative freedom
Liberty in artistic expression
artistic license · blank slate · creative autonomy · anything goes · free rein
brand guidelinesimprovisation
Spontaneous, unplanned creation
winging it · gut instinct · intuitive design · spontaneous creation
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