Your brand identity is a collection of graphic devices – your logo, typefaces, color schemes and photographic imagery. It is also the words you use across all types of communication and advertising. In fact, anything that influences how people perceive your business – visual or verbal – forms a very real part of your brand presence.
Guidelines help ensure that your brand is replicated and implemented accurately across all media channels. If you’re creating a social media campaign or designing a piece of outdoor advertising, guidelines are there to help ensure that specific messaging and imagery is used in the right way.
Brand guidelines will help make sure that your logo is used correctly, will guide other advertising, marketing and media agencies as they take your brand to market, and will provide a clear direction for the kind of language your brand should be using. When public relations companies are writing content, guidelines are there to guide the tone that content takes. If an advertising agency is coming up with a launch campaign, guidelines will ensure that the visual tone of the ad is congruent with your brand, and the wording conforms to the type of personality your brand is building.
Increasingly, we see brands living largely in the digital space. We consider how typography works on and off-line, boundaries and guidelines that provide a long-term framework for how your brand lives on social media, and work to ensure that the smallest details – such as color – appear as seamless as possible both both online and in the real world.