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Y:
CARRICOUIN
ON:
13MAY2013
TOPIC:
GRAPHIC
OCIAL:
11HAR
xploremillionsof
exclusivestockcontent,
withimagesaslowas$8.
Newcustomerscansave
uildarandile
&Viualtle
Guide
verrand,fromthesmallest
wesiteorstartup,tocorporate
giantssuchasNikeorMcDonalds,
needasetofrandingguidelines
10%oncreditpackswith
codeNWITOCK10.
andrulestomaintaintheiridentit.
Thisdocument,whichcanrange
fromacoupleofpages,toseveral
hundred,isthethreadthatholds
AOUTTHAUTHOR
Carrie
Couin
Carrieisthe
togetherwhatthepulicseesfrom
acompan.
chiefwriteratDesign
hack,withearsof
experienceinweand
graphicdesign.ports
Arandileestalishesthevoiceand
personalitofacompan,aswellaswhothe
pulicwillsee,anditgovernseveraspectof
communicationfromthecompan.Therand
ileistheasisforallinteractionsonehalf
ofacompanpersonalcommunications,
socialmedia,advertisinganddesign.Whilea
randilefocusesonmanthings,weare
reallgoingtolookathowitaffectsdesign.
WhatIarandile?
Arandileorookisadocumentthat
estalishesdistinctguidelinesonhowall
aspectsofacompansrandwillehandled.
Itshouldestalishrulesforcreatingaunified
andidentifialepresenceforourrand.This
includeseverthingfromthedesignofalogo
andhowitcaneused,toletterhead,thelook
ofawesite,personalcommunicationsand
howitalllooks.
Therandileismeanttohelpemploees
properluseandcommunicatethemessage
ofarand.Itoutlinesrandgoalsandthe
companphilosoph.Furtheritanswersafew
kequestions:Whatisthecorrectspellingand
useoftherand(andafflicted)names?What
imagesareassociatedwiththerandand
productlines?Inwhatwascan/shouldthe
companlogoeused?Whatarepeople
allowedtosaaouttherand?What
marketingtacticsarepreferredorencouraged
versuswhatmarketingtacticsshouldnote
fanatic.Information
junkie.Designer.Trueelieverinkarma.
used?
Italsoservesasaguidefordesigners.Agood
randileoutlinesalloftheasicdesign
toolsthatareneededtocreateand
disseminatecompancommunicationsfrom
allowaletpefacesandstles,toacolor
palette,toimageuse,textandtone,andthe
emotionportraedtherand.
LogoUage
Onceouhavetheperfectlogo,itisimportant
tomaintaintheintegritofitacrossplatforms.
Thisincludeshowthelogoistoeused,from
placementtoacceptalealterations.
Adoes2010randGuidelinesdoagreatjo
ofdefiningexactlhowthelogocaneused,
outliningplacement,sizeandsurrounding
whitespace.Rememer,ourlogoisthe
simplestthingpeoplehavetoidentifour
rand,makesureoumaintainaconsistent
useofthatimage.
FontandTpograph
Thereshouldeadefinedstleforeveritof
tpeusedforarand,forothprintanddigital
applications.Rulesforhowtousetpograph
shouldeclearanddistinct,fromwhat
tpefacesareacceptale,howeachisused,
andguidelinesforadditionalstling,sizeand
useofcolor.
electafewtpefacesthatwilleusedin
designprojects.Thismaincludeonesetof
rulesforprintprojectsandanotherfordigital
applications.utmakesurethetpefaces
havesomecommonlinks.Forexample,man
wedesignersprefersansseriftpefacesfor
odtextwhereasoumapreferaserifstle
forprint.Findacommonalitetweenthetwo.
Consideraheadlineorigtpestlethat
oucanuseforothtpesofdesignprojects.
Mostrandsuseoneoftwoprimartpefaces.
TheexampleaovefromtheNorthCarolina
tateUniversitrandookusestheUnivers
famil,othregularandcondensedstles.
Thenselectacomplimentartpefaceand
sustitutetpefaces.Ideall,therandshould
includenomorethanfivetpefacesandtheir
usage.
Color
Adefinedcolorpalettecaneoneofthemost
importantaspectsoftherandile.Consider
theGoldenArchesandcolortherepresent
McDonalds,forexample.Wouldouasclearl
recognizethiscompanifthegiantMwas
anothercolor?
Therandileshouldoutlineeachcolorand
howitshouldeused.Thisincludescolors
thatappearonlinalogotocolorsthatare
usedforackgrounds,textandotherdesign
elements.Thenumersofcolorsinapalette
shouldekepttoaminimumandcaninclude
fullsaturatedversionsandtints.
Furtherthedocumentshouldclearldefine
eachcolornameandcolorvaluefora
varietofprojects.Chooseprimar,secondar
andalternatecolorsforthepalette.Define
eachcolorwithvaluesforprint(CMYK)and
digitalprojects(RG,HX).AlsonotePantone
colorsassuchwiththeirassignedvalues.
Image
Guidelinesforimagesareaoutmorethan
justwhetherouwillrelonphotographor
illustrationsorothertpesofgraphics.The
randileshoulddetailhowimageswille
gathered,editedandused.
Nike,forexample,reliesonlarge,tight,highcontrastimagestodrawouin.TheILoveNY
campaignaoveuseslocation-asedimages
fromphotosthatarerestledasdrawingsto
captureattentionandcreateafeel.
Imageguidelinesshouldalsodefinewhenand
howcertaintpesofimagesareused.Willou
usephotographorillustrationsoroth?Isclip
artuseacceptale?Howwillimagese
edited?Willtheelackandwhiteorcolor?
Allofthesequestionsshouldeansweredin
ourimageguidelines.
TextandTone
Finall,ouwanttomakesurethethingsou
safallinlinewiththerandimage.This
appliestoeverthingfromtheheadlinesinan
ad,tothetoneofapressrelease,tothewa
logpostsarestructured.
Outlinethetpeofacceptalelanguagethat
willeused.Isthecontextword,orsimple
andcompact?houldthetoneeformal,or
moreconversational?Whoistheaudienceou
plantotarget?Writeforthem.
as.comdefineditsrandlingoinsimple
termsandusedastlethatmirrorsthetoneof
actualcommunications.Fortherand,
simplicitistheke.kpefollowsasimilar
philosoph,goingasfartoshowcasewords
thecompanlikesanddoesnotlike.
Usingaconsistentanddistincttonecanhelp
clientsandcustomersidentifwitharand,
andcreatesanassociationwithwhatthe
randstandsfor.Whencreatingguidelinesfor
textandtone,thinkaoutwordsouwantto
econnectedtocool,trustworth,hip,
eautiful,efficient,top-notch.Usethoseasthe
outlineforourrules.
randileChecklit
Heresalistthingsourrandileshould
include:
Overviewofrand,includinghistor,
visionandpersonalit
Logospecificationsandexamplesof
usage
Tpographpalette
Colorpalette
Imageusespecifications,including
photographstle
Letterheadandusinesscarddesign
Designlaoutsandgridsforprintand
we-asedprojects
rochureguidelines
pecificationsforsignageandoutdoor
advertising
Writingstleandvoice
ocialmediaguidelines
Visualexamplestosupporteachrule
(provideexamplesofproperand
improperuseforclarit)
10randilefor
Inpiration
Lookthroughsomeoftheserandiles
somecurrent,someoldtohelpouget
starteduildingourown.Itcaneatough
project,uttheendresultisreallworthit.
NikeFootall
ILoveNY
Adoe
kpe
as.com
Heineken
GoodTechnolog
UniversitofCamridge
urma+have
Intel
Concluion
Inthecreationofourrandile,thinkof
howitwilleused.Thisdocumentisa
referencematerialandguideforhowthe
companshouldeportraedtothepulic.
Includeexamplesandspecifics.Keepthe
guidelinesdirectandsimpleutalsothink
aouthowrestrictingthecane.Guidelines
thataretoostrictcanlimitcreativitandnew
designs;guidelinesthataretooloosema
resultinmultipleordisjointedrandidentities.
Useourrandileasstartingpointand
estalishaculturearounditthatallows
designersroomforcreativethoughtwhile
maintainingtheauraoftherandinavariet
ofprojects.Rememertheultimategoalofthe
ookistocreateadistinctandunified
presenceforourrand.
MadeCompactCreative
2016
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