Content
- What is a guideline?
- Brand book, logo book, and guideline: what are the differences?
- Advantages of using a guideline
- Who needs a guideline and why?
- Types and formats of guidelines
- Structure of a guideline
- How to create a guideline?
- Tips for creating a guideline
What is a guideline?
A guideline is a technical document that details the rules and recommendations for using the elements of a company's corporate identity. It serves as a kind of instruction manual that shows how to correctly apply the brand's visual attributes, including the logo, color schemes, and fonts. A guideline typically includes both textual descriptions and graphic examples, allowing users to better understand how to implement brand elements in practice.
For example, the social network "VKontakte" provides clear requirements for the use of its logo, demonstrating visual examples of correct and incorrect applications. Such documents help all stakeholders, including employees and external contractors, to follow established standards and avoid mistakes in visual communication.
Brand book, logo book, and guideline: what are the differences?
A guideline is often part of a broader document called a brand book. While the guideline focuses on visual elements, the brand book contains all the essential information about the brand: its history, philosophy, mission, goals, and values. For instance, the brand book of "Detsky Mir" company provides a detailed account of its history and development.
A logo book, on the other hand, is a document that outlines specific rules for using the logo: its shape, sizes, proportions, and color combinations. A logo book can be part of a guideline or exist as a standalone document, depending on the structure and needs of the company.
Advantages of using a guideline
A guideline offers significant advantages for businesses, including:
- Standardization of requirements: Simplifies collaboration with partners and contractors, as everyone works according to the same standards.
- Facilitating employees' work: Helps newcomers to quickly adapt and understand how to use brand elements.
- Resource savings: Reduces the time spent on developing promotional materials, as all necessary recommendations are already documented.
- Increased brand recognition: Unified requirements for corporate identity make the brand more noticeable and instill trust in customers.
Who needs a guideline and why?
A guideline is useful for any business and can be used to address various tasks, such as:
- Developing a brand concept.
- Establishing a unified corporate style.
- Transferring a franchise and opening new branches.
- Rebranding, where it is important to preserve key elements of corporate identity.
Not only large companies but also small businesses and individual entrepreneurs actively use guidelines to simplify the development of websites, business cards, and promotional products.
Types and formats of guidelines
Guidelines can come in different types depending on their content:
- Technical: Contain instructions for working with the elements of corporate identity and are most commonly encountered in practice.
- Communication: Include not only technical recommendations but also the semantic foundations of the brand, such as the concept and slogan, which is especially important for companies in a highly competitive environment.
Guidelines can be presented in various formats, including printed materials, PDF files, and presentations. Each of these formats has its advantages and suits different needs and audiences.
Structure of a guideline
A standard guideline has a clear logical structure, which may include the following sections:
- Introduction: General information about the company, its concept, and mission.
- Logo: Description of the logo elements, its sizes, and usage rules.
- Color palette: List of corporate colors and their combinations.
- Fonts: Description of the fonts used, their licenses, and usage rules.
- Additional elements: Corporate patterns, backgrounds, and other details of visual identity.
- Branding: Recommendations for placing elements on promotional materials.
- Digital media: Rules for applying style in the digital environment.
- Business documentation: Formatting documents and positioning the logo.
- Photo style: Recommendations for creating branded photographs.
- Interior and exterior: Appearance of offices and stores.
How to create a guideline?
Creating a guideline involves several important steps:
- Define goals: Clearly articulate why a guideline is needed and what tasks it should address.
- Choose a performer: Decide who will develop the document - a freelancer, agency, or internal employee.
- Fill out a brief: Prepare a document with requirements and wishes regarding the structure and content of the guideline.
- Create a draft: Prepare and agree on a draft with key stakeholders in the company.
- Distribute: Ensure that all employees and contractors have access to the guideline and follow its recommendations.
Tips for creating a guideline
To make the guideline an effective tool, follow these recommendations:
- Use visual examples: More graphics, less text.
- Write in accessible language: Avoid specialized jargon so that the document is understandable to a wide audience.
- Leave room for creativity: Do not impose too rigid boundaries, allow professionals to express creativity.