Join us for an in-depth analysis of everything that goes into a brand's presence, and how to put all of your requirements down into a cohesive style guide. Join us for an in-depth analysis of everything that goes into a brand's presence, and how to put all of your requirements down into a cohesive style guide. This webcast is for business owners, brand managers, and graphic designers (in-house or external) who create and work with their own brands or client’s brands. In just an hour you will learn how to: • Define logo usage restrictions • Establish consistent brand colors across media • Define your brand's typography • Integrate photography and video into your brand • Build a comprehensive brand style guide for your team Presented by Pariah Burke, a consultant, trainer, speaker, and the author of numerous books, video courses, and articles covering InDesign, InCopy, Photoshop, Illustrator, Acrobat, typography, asset management, epublishing, and the business of design. He is an Adobe Community Professional, an Evernote Certified Consultant, and an advisor to Adobe and other companies.

1. CREATING A BRAND
STYLE GUIDE
Presented by Pariah Burke

2. WHY YOU NEED A
BRAND STYLE GUIDE

3. • Logo?
• Logo and colors?
• Social Media presence?
WHAT IS A BRAND?

4. • The look and feel of your company
• How people see your company
A BRAND IS

5. BRANDING IS
CONSISTENT REPETITION

6. A BRAND STYLE GUIDE
CREATES
CONSISTENT REPETITION
STYLE
GUIDE
BRAND
BOOK
BRAND
BIBLE

7. DEFINING & COMMUNICATING
YOUR LOGO USES

8. • Ready for All Media
• Ready for Tomorrow’s Media
CREATE LOGO VERSIONS

9. • B&W/Single-Color
• Greyscale
• RGB
• CMYK
• PANTONE/Spot Color
CREATE LOGO VERSIONS

10. • Light Backgrounds
• Dark Backgrounds
PLAN FOR BACKGROUNDS

12. • Light Backgrounds
• Dark Backgrounds
• With Tagline or Textual Name
• Without Tagline or Textual Name
PLAN FOR BACKGROUNDS

14. • Print?
• Website?
• Social Media?
• Video?
• eBooks?
• Signage?
• Clothing and textiles?
• Packaging?
MEDIA

15. • Adobe Illustrator
• PDF
• EPS
PRINT FORMATS

16. • PNG (PNG-24) at Many Sizes
• JPEG at Many Sizes
• GIF at Many Sizes
DIGITAL FORMATS

17. • 100 Pixels Wide
• 256 Pixels Wide
• 512 Pixels Wide
• 1024 Pixels Wide
DIGITAL SIZES

18. • PNG (PNG-24)
 Fullscreen (1080p)
 Corner Bug
 Lower-Thirds
VIDEO LOGOS
• CLIPS
 6:9 Aspect Ratio
 4:3 Aspect Ratio
 480p
 720p
 1080p
 H.264 MPEG-4

19. • Use a DAM Like Extensis Portfolio
• Distribute Assets
• User/User Group Permissions
• File/Catalog Permissions
• Internal Access
• Public Access with Portfolio Netpublish
• On-Demand PSD and Ai Conversion
MANAGE & DISTRIBUTE LOGO
ASSETS

20. • Medium-specific versions?
• With tagline? Without tagline?
• For what background colors?
• When logo and background don’t contrast?
• Other don’ts?
• Spacing from edge?
• Spacing from objects?
• Other control?
DOCUMENT LOGO USAGE
GUIDELINES

21. ESTABLISHING CONSISTENT
BRAND COLORS ACROSS
MEDIA

22. PICKING YOUR BRAND COLORS

23. • Computer
• Mobile
• TV
• Film
RGB COLOR

24. • Paper
• Packaging
• Textiles
• Signage
• More
CMYK (PROCESS)

25. • Paper
• Packaging
• Textiles
• Signage
• More
PANTONE (SPOT)

26. COMMUNICATING COLORS

27. COMMUNICATING COLORS

28. DEFINING YOUR
BRAND TYPOGRAPHY

29. FONTS GIVE YOUR BRAND
A TONE OF VOICE

30. People respond more to how you look
and
sound than to what you actually say.

31. Design is how you look;
type is how you sound.

32. A typeface is the tone of voice in which
the
mind’s ear hears your written message.

33. • Adobe
• British Airways
• Buccellati
• Domino’s
• Dwell Magazine
• General Electric
• HarperCollins
• News Corp.
• Sony
• Southwest Airlines
• Zazzle
COMMISSION A CUSTOM FONT

34. CHOOSE TYPE
FAMILIES,
NOT TYPEFACES

35. DISTRIBUTE & CONTROL FONTS
Complete Control:
Universal Type Server (UTS)
Small Teams:
Suitcase TeamSync
Individuals:
Suitcase Fusion

36. COMMUNICATE BRAND TYPEFACE
USAGE

37. COMMUNICATE BRAND TYPEFACE
USAGE

38. USING PHOTOGRAPHY,
IMAGERY,
AND VIDEO IN YOUR BRAND

39. IMAGES & VIDEO
IN BRANDING

40. IMAGES AND VIDEO IN
BRANDING

41. IMAGES AND VIDEO IN
BRANDING

42. • Include Samples
• Identify Moods, Feelings, Concepts
• Technical Specifications
• Usage Guidelines
• Where to Get Imagery
IMAGES AND VIDEO
IN THE BRAND STYLE GUIDE

44. • Digital Asset Manager
• Local and Remote Access
• Expire Asset Permissions
• Include Licenses
• Include Model Releases
DISTRIBUTE AND
CONTROL BRAND IMAGERY

45. SUMMARY

46. • Brand is the Look and Feel of Your Company
• Brand Identity is Consistent Repetition
• Create Consistent Repetition with a Brand Style Guide
SUMMARY

47. RESOURCES / Q&A
• Extensis Blog - Brand Style Guide Post Series
 http://blog.extensis.com
• Brand Style Guide Template
 http://extens.is/bsg
• Extensis Software Demos, Configuration & Training
 http://www.extensis.com/
• Help, Consulting & Training
 me@iampariah.com
 http://iampariah.com