How to use brand guidelines effectively

Author:

Mark Burnell

Mark has over 25 years of design agency experience and is used to working with multiple brands and the most challenging of client briefs. Having studied Product Design at Bournemouth University, his claim to fame is that he created and developed Mazuma Mobile’s brand identity, supporting its growth from concept to a multimillion pound company.

Posted:

13/08/2024

In essence, brand guidelines are straightforward rules dictating how to consistently apply every aspect of a brand. Designers receive a comprehensive outline detailing colours, fonts, logos, and usage.

Familiarise yourself before starting

It’s advisable to thoroughly read brand guidelines before diving into a project. It is essential to understand the brand’s look and feel beforehand.

Understand when to challenge guidelines

While guidelines offer direction, they’re not rigid rules. Creative adaptation within the guidelines’ framework is preferable. Push back only as a last resort.

Offer suggestions

Respecting guidelines is crucial, but suggesting enhancements which align with the brand can be beneficial, depending on the client and project.

Embrace creativity

Don’t let guidelines stifle creativity; be cautious that creative changes are justified and aligned with the brand’s identity.

Work methodically

Adhering to guidelines involves understanding and internalising them, often with systematic checks and balances within the studio.

Maximise software features

Utilising software features like Adobe CCs shared libraries to incorporate brand colours and other vital elements.

Utilise appropriate tools

Software such as Canva can streamline adherence to brand guidelines by facilitating the integration of brand assets and styles.

Seek clarification

Seeking clarification by asking questions early in the design process when guidelines are complex or unclear.

In summary

While brand guidelines are essential for maintaining consistency and recognisability, they should not stifle creativity. Instead, designers should use them to guide innovative expression within a brand’s boundaries.