Brand Guidelines

Purpose

Apply a brand consistently, and document it well enough that someone else can too. A brand that exists only in one designer's judgment is not a brand; it is a taste.

When to Use

• Applying an existing brand to new material.
• Documenting a brand that has never been written down.
• Auditing material for brand consistency.
• Extracting a system from a set of existing assets.

Capabilities

• Extracting colour, type, spacing, and voice from existing assets.
• Documenting a usable brand system.
• Applying a brand across media.
• Auditing for drift.