Recycling is the new Repurposing
May 24, 2024
Question: What’s the most important thing you need to know about Brand Guidelines?
Answer: It’s a recipe book.
Too often, Brand Guidelines (or a Style Guide) are used in one of two ways:
1️⃣ A must-not-be-deviated-from-under-any-circumstances document, or
2️⃣ Sent to suppliers and never/rarely looked at.
A much better way is to think of them as a recipe for baking a ‘Brand’ cake. Some examples of ingredients are fonts, colours, tone of voice and photography.
If you’re lucky, it also includes examples – think of these as photos of the finished recipe.
Baking the cake.
Throw the ingredients together willy-nilly and you *might* be able to eat the cake.
Combine them in the right quantities, bake at the right temperature, for the right amount of time, and voila!
Don’t just look at the ingredients.
1. Read the descriptions, plus the explanatory text.
2. Pay particular attention to the page of ‘Do’s and Don’ts’.
2. Look at the examples of work already produced – these have already been approved, so by using these as your guide, you know you‘re on the right track.
Ready for the taste test?
Put your ‘cake’ next to other company collateral. Do they seem to be from the same recipe book?
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