How to create a brand style guide

Week Three: Brand Style Guide

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Using this week’s article; How to create a brand style guide (Links to an external site.)Links to an external site.(Chan, 2016 (Links to an external site.)Links to an external site.) as guidance, you will create your own Brand Style Guide. All components of the style guide are explained in detail in Chan’s article. Item 4 (Outline & build your guide) gives an excellent straightforward way to organize your style guide.

Your style guide is a creative expression of your brand. As such, you are encouraged to use variable media to express yourself. You may have the skills and desire to create your style guide completely through digital formats, or you may use art and craft supplies. For example, you might choose to sketch out your logo by hand. Maybe you will find pieces of fabric or paint chips from the hardware store to convey your color palette. Perhaps your image gallery will include images that you have cut out of a magazine.

You may either scan and upload your style guide to submit through this portal. Or if you have used creative mediums such as art supplies, you may submit your physical style guide via my on-campus faculty mailbox no later than 10 a.m. on Friday, June 29th. All physical style guides submitted through the on-campus mailbox will be returned after grading.

Your style guide must include:

Your Practice Name

Brand Story: This section should include your Vision statement, Mission Statement, and a list of Values or Value Statements (minimum of 1). You may simply transfer these over from your IHM 660 portfolio as is if you are satisfied with them, or you may choose to revise them even further if you feel they don’t quite convey your brand’s personality.

Logo: Using what you learned in this week’s readings, you must attempt to create a mock logo. This does not have to be professionally finished. Use the tools available to you to create a logo. This could be as simple as a hand-drawn proof, but it must convey your brand’s personality. Once you have completed a basic logo, you should detail in words the following attributes: Size, Space, Color, Don’ts.

Color Palette: Choose four or fewer colors for your color palette and include swatches of each color in your style guide. If you have decided to use specific colors for backgrounds or text, please indicate this.

Typography: Indicate what font or fonts you will use for your website and print materials such as brochures. If you will use different fonts for your headlines, body fonts, etc. please indicate this.

Imagery: Your style guide should include an image board containing no less than six (6) images. You must include at least two images for each category: Best Practices, Aspirational, and Mood (see article for definitions).

Voice: Make a list of “Words You Like” and another list of “Words You Don’t Like.”

Rubric

Some Rubric (6)

Some Rubric (6)

Criteria Ratings Pts

This criterion is linked to a Learning Outcome Brand Story

2.0 pts

Full Marks

Contains Vision, Mission, and Values or a Value Statement. Statements are complete, professional, and have correct spelling and grammar.

1.0 pts

Partial Marks

Is missing one of the following: Vision, Mission, and Values or a Value Statement. Statements are complete, but may not be fully professional or may have a few spelling and grammar errors.

0.0 pts

No Marks

Is missing two or more of the following: Vision, Mission, and Values or a Value Statement. Statements are incomplete, unprofessional, and have numerous spelling and grammar errors.

2.0 pts

This criterion is linked to a Learning Outcome Logo

2.0 pts

Full Marks

Logo has been designed or sketched in a manner that fully conveys the student’s intent and is aligned with the student’s brand vision.

1.0 pts

Partial Marks

Components of the logo has been designed or sketched but may not fully convey the student’s intent and may not be fully aligned with the student’s brand vision.

0.0 pts

No Marks

Logo is missing or so incomplete that it does not convey the student’s intent and is not aligned with the student’s brand vision.

2.0 pts

This criterion is linked to a Learning Outcome Color Palette

2.0 pts

Full Marks

Four colors are presented. Student has indicated how or when the student might choose to use these colors in their branding materials.

1.0 pts

Partial Marks

Two or three colors are presented but it is unclear how or when the student might choose to use these colors in their branding materials.

0.0 pts

No Marks

One or less colors are included. It is completely unclear how and when the student plans to incorporate these colors into their branding materials.

2.0 pts

This criterion is linked to a Learning Outcome Typography

2.0 pts

Full Marks

Fonts are presented in a manner that it is clear how and when student plans to utilize each for branding materials.

1.0 pts

Partial Marks

Fonts are presented but it is unclear how and when student plans to utilize each for branding materials.

0.0 pts

No Marks

No fonts are presented

2.0 pts

This criterion is linked to a Learning Outcome Imagery

2.0 pts

Full Marks

At least six images have been presented, two for each of the assigned categories. Images convey a clear alignment with the student’s other brand elements and practice vision.

1.0 pts

Partial Marks

Three to five images have been presented. Some categories from the assignment may not have two pictures assigned to them. Images might not convey a clear alignment with the student’s other brand elements and practice vision.

0.0 pts

No Marks

Two or less images have been presented. Categories from the assignment do not have two pictures assigned to them. Images do not convey a clear alignment with the student’s other brand elements and practice vision.

2.0 pts

This criterion is linked to a Learning Outcome Voice

2.0 pts

Full Marks

A list of words the student likes and doesn’t like is presented. These words clearly convey and align with the student’s practice vision.

1.0 pts

Partial Marks

Assignment may be missing a list of words the student likes or a list the student doesn’t like. It is not fully clear how these words align with the student’s practice vision.

0.0 pts

No Marks

No list is given or the list is not designated “likes” or “don’t likes”. The words are not fitting with the student’s practice vision.

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