Design and brand guidelines

But they also provide orientation. They define design elements such as the logo, colors, fonts, icons and images as well as the rules for their respective use and application. It is important to adhere to these guidelines when designing any means of communication so that the brand always remains clearly recognizable. For this reason, it is aimed at both employees and external parties.

Brand identity
The marketing identity contains information to understand the brand and internalize its goals. It also makes the brand design concept comprehensible.

This includes

• History of the brand

• Brand values

• Mission statement and vision

Logo
The logo is a central component of the brand design. The guidelines stipulate, among other things

• Size and spacing: minimum size, proportions and proportions

• Variants: Application on different backgrounds e.g. on dark backgrounds, on colored backgrounds, etc.

• Dont's: Examples of applications or variants that are not allowed, such as distortion, color change, etc.

Colors
Colors and color combinations contribute a lot to brand recognition. For example, the "Coca-Cola red". For accurate reproduction, it is therefore very important to have color samples and the relevant information ready for use in print and online.

Typography
Typography also conveys the personality of the brand and should be chosen or designed to match it. Expressive fonts are usually used for the word mark or headlines, while the focus for continuous text is on pleasant legibility.

Picture style
Images help to convey emotions. A suitable style must therefore also be created here. This includes, for example, the colors, atmosphere, as well as formats and proportions.

Graphic elements and icons
Recurring elements such as illustrations or icon sets are also recorded in the design guideline and their use defined.