Before we develop the visual guidelines, we need a solid foundation to build on. The concept should consist of a business idea, the message, visions & goals, a target group, values and who you are .
A brand font is a chosen set of typography that is used consistently through the branding. A good font can increase readability, help communicate the message more clear, make a whole to the brand and give lots of personality. Ex. same font on the main title in the webpage as on the flyer or t-shirt print.
These are the smaller details such as lines, frames and background effects to give that extra boost to the layout and design of the brand.
These days are all about the images and it is important to have a solid strategy for the use of photos in your branding. Motives, edits, expression, style. We would recommend choosing an image bank / archive with pictures to use for marketing, social medias and on the webpage. These should be high resolution. And then create some rules for use of images in social media and marketing.
This is the main identification of your brand - often the name of the brand - presented as a small symbol containing a graphic image, a text or both. It’s something that makes your brand unique.
If colours are used the right way - it can give a huge effect. A primary/secondary colour or a colour palette can become a big part of the marketing and give a strong, personal touch to the brand. Colours can be used in the logo, on backgrounds, as details, on outlined text or in many other different ways
These are vectorized icons that can be used for buttons, outlined text, numbers, social media or instead of titles and names.
These are the basic principles for everything your company produces; an ad, a webpage, newsletters, blog, story on instagram, a book or anything with a layout. If the company stays true to these guidelines it will save a lot of time, communicate a clear message, increase readability and make it easy for the costumer to experience the whole in your brand. It will probably also add that exclusive touch.