Graphic Standards Template Book

CompanyName Graphic Standards

Brand Style Guide

PURPOSE

CompanyName is a fast-growing small business, expanding its team, developing new products, and spreading its reach across the United States. Our brand is growing too. To establish brand recognition, we need a clear brand strategy that reiterates our value and impresses potential partners. This book will help us implement our brand style for any professional deliverable.

2

Brand Style Guide

TABLE OF CONTENTS 2 Purpose 3 Table of Contents

SECTION 01 4 5 6 7 8

Brand Story Our Motivation Our Approach Our Character Our Name

SECTION 02

9 Brand Components 10 Components Overview 11 Logo - Variation 12 Logo - Usage 13 Type 14 Color 15 Elements 16 Imagery

SECTION 03

17 Examples 18 Email Signature 19 Info Sheet Template

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Brand Style Guide

SECTION 01 BRAND STORY

4

Brand Story

At CompanyName, success means much more than a paycheck. Our philosophy is different. We want to meet clients where they are and take them where they want to go.

Our approach is driven by our company values, which should be made clear in our brand.

OUR MOTIVATION These principles should inform all of your design choices to ensure that our brand story is clearly communicated in any graphic deliverable or customer interaction.

mission

values

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Item 1

Item 4

Item 2

Item 5

Item 3

Item 6

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5

Brand Story

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Dolles aut ea coreste ntioreptia doloribus, eum quoditi aspidip iendebitas quidele scipsam re num sit fuga.

Dolles aut ea coreste ntioreptia doloribus, eum quoditi aspidip iendebitas quidele scipsam re num sit fuga.

Dolles aut ea coreste ntioreptia doloribus, eum quoditi aspidip iendebitas quidele scipsam re num sit fuga. Itatemque re num que nis et utasinvendam.

Dolles aut ea coreste ntioreptia doloribus, eum quoditi aspidip iendebitas quidele scipsam re num sit fuga

Dolles aut ea coreste ntioreptia doloribus, eum quoditi aspidip iendebitas quidele scipsam re num sit fuga

OUR APPROACH Innovation drives our work in every part of the process. As the company's list of contracts increases, our professional imagination must increase with it.

CompanyName is...

LineItem 1

LineItem 1

LineItem 2

LineItem 1

LineItem 3

LineItem 1

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Dolles aut ea coreste ntioreptia doloribus, eum quoditi aspidip iendebitas quidele scipsam re num sit fuga.

Dolles aut ea coreste ntioreptia doloribus, eum quoditi aspidip iendebitas quidele scipsam re num sit fuga.

6

Brand Story

Dolles aut ea coreste ntioreptia doloribus, eum quoditi aspidip iendebitas quidele scipsam re num sit fuga.

Dolles aut ea coreste ntioreptia doloribus, eum quoditi aspidip iendebitas quidele scipsam re num sit fuga.

Dolles aut ea coreste ntioreptia doloribus, eum quoditi aspidip iendebitas quidele scipsam re num sit fuga.

OUR CHARACTER Any customer interactions, internal encounters, and graphic designs should emulate our brand personality and refer back to these traits.

attributes

presentation

Item 1 Item 2 Item 3 Item 4 Item 5 Item 6 Item 7 Item 8

How do you want the company to be seen?

7

Brand Story

Item 1 Item 2 Item 3 Item 4

How do you NOT want the company to be seen?

Item 1 Item 2 Item 3 Item 4

OUR NAME Our compnay name carries deep and creative meaning. This family is made stronger by the origin story of our name.

origin story Luptaqui re parchicae lignient ipient lati que venis quatiosapit, voloratia velic tem et hicimuscium quiaepu dionsequis eossimagnit explanihiti berunt quid que nonestium rae init doluptam ea quidem necum inis quo modiscid etur audi denimen isciis as sae quatibus debitatium arum si simillabore doluptasi optatem quam, te pa consectur aut vellescius dolumque re plabo. Igenime aut lit porem ex et reicaturibus del et accum, nitatecto offictur arcia conessus deritas qui autam con pratibus etur as simet quo beariostibus eosant diciis apel iumquat.

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8

Brand Story

Igenime aut lit porem ex et reicaturibus del et accum, nitatecto offictur arcia conessus deritas qui autam con pratibus etur as simet quo beariostibus eosant diciis apel iumquat.

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SECTION 02 BRAND COMPONENTS

This system of flexible graphic components makes up our brand style. Consider these components as tools that exist to streamline and standardize graphic deliverables, which demonstrates a professional attention-to-detail.

When modifying these components, always keep your audience and the final format in mind.

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Brand Components

COMPONENTS OVERVIEW Professionalism is in the details. Each of these graphic brand components are integral to maintaining consistency, which establishes trust among clients and customers.

logo

typeface

color

The purposeful implementation of a primary logo and its variations helps establish brand recognition.

Every font type was chosen with care to embody the company's brand personality.

Color can be visually commanding. This palette evokes specific themes.

ABCDEFGHIJK abcdefghjiklmn

elements

imagery

Adding graphic elements can elevate the visual appearance of text information.

Photography contributes to our brand by communicating theme beyond text words.

10

Brand Components

LOGO All company deliverables should include a textbased logo. Color variations do not have specific designations, just be sure the logo is somewhere visible on the document.

primary logo

variation

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Brand Components

The logo icon should never be used alone, bur rather to further supplement a document already featuring a text logo or in abbreviated contexts, such as a social media profile picture or a print sticker.

secondary logo

logo icon

LOGO Align the icon edge with other items, like text boxes or decorative outlines. Do not overlay the logo on busy photographs or textures.

aspect ratio

minimum size

2.5�

Logos should be no smaller than 2.5� wide.

too wide too tall

12

Brand Components

TYPEFACE No other fonts should be used, unless industry convention calls for a different font. Mixing fonts not included in this guide conveys a confusing graphic brand.

headings

text body

FONT TYPE

FONT TYPE

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz

FONT TYPE

FONT TYPE

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz

hierarchy examples HEADING Subheading

The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.

HEADING All of these fonts are available for free download on Google Fonts.

Install on your computer by adding to your Fonts library (search Font settings).

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Brand Components

The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.

COLOR Color is pyschological and visually commanding. This palette alludes to specific themes.

This color symbolizes specific themes.

This color symbolizes specific themes.

#hex

#hex

#hex

#hex

#hex

#hex

for text headings

for subheadings

for color blocks

for body text

for color blocks

for color blocks

RGB 0 0 0 CMYK 0 0 0 0

RGB 0 0 0 CMYK 0 0 0 0

RGB 0 0 0 CMYK 0 0 0 0

RGB 0 0 0 CMYK 0 0 0 0

This color symbolizes specific themes.

This color symbolizes specific themes.

This color symbolizes specific themes.

#hex

#hex

be careful

for graphic details

for graphic details

RGB 0 0 0 CMYK 0 0 0 0

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Brand Components

RGB 0 0 0 CMYK 0 0 0 0

be careful

RGB 0 0 0 CMYK 0 0 0 0

RGB 0 0 0 CMYK 0 0 0 0

ELEMENTS Plain text is boring. Pick any of these treatments to dress up your text information.

example lines

image depth examples 2px line width 2px line width

color blocks examples TITLE

light grey drop shadow

2px line width

Subtitle

TITLE SUBTITLE

heading color strip

subheading color strip

Paragraph

.25 - 1px borders

light blue color base TEXT Footer

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Brand Components

footer color strip

IMAGERY Image content can communicate brand style by using consistent colors and textures, high-quality image files, and possible color overlays.

industry themes

clear subject

icons

stock photo (65%) blue-white gradient white outline brand story message logo

Look for specific themes. These themes in photography convey that we have an eye for the future.

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Brand Components

Use stock photos with open space to overlay text.

Direct viewer’s eyes and use brand components wherever possible.

Complicated diagrams aren’t legible on a small scale.

Use single-line, vector icons and color swatches from our palette.

SECTION 03 EXAMPLES

While there are guidelines to structure documents, there is flexibility in our brand component system for creative expression. When filling out a template or creating an original document, refer back to this guide for inspiration.

Request constructive feedback from a collegaue or a supervisor before you send out a final graphic.

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Examples

EMAIL SIGNATURE Use this template in your Outlook email settings.

Your email address should automatically create a hyperlink. Hyperlinks are embedded in the social media icons.

template

details

First LastName

12 pt SemiBold, dark blue

E [type your email address here] M (000) 000-0000 ____________________________

10 pt SemiBold, med blue / Regular, grey 10 pt SemiBold, med blue / Regular, grey 10 pt 28 underscores

Position Title Certifications (if applicable)

11 pt Regular Italic, medium blue 11 pt Regular Italic, medium blue

[image 2� wide]

Address Line 1 Address Line 2 Address Line 3

10 pt Regular Italic, grey 10 pt Regular Italic, grey 10 pt Regular Italic, grey social media icons with links

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Examples

EXAMPLE INFO SHEET Consider this template for a technical specifications sheet as inspiration. Notice different colored headings, grey color blocks, and the low opacity icon in the bottom corner.

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Examples