Corporate Identity is the backbone of any and all successful brands. Well established communication means a more direct brand message that appeals to the target audience. Performance through Science is the main brand with sub-brands underneath it. The Umbrella brand sets the tone for the individual sub-categories.
The object of any brand bible is to set clear guidelines.This not only gets based on already present brand communication, yet also sets a clear vision for other aspects of the brand. i.e best logo practice, brand collateral, the tone of voice etc.
All these elements, consolidated into one brand direction, sets the company up for success. All the elements work together as a unit which builds a lasting image, easily adjustable should the need arise.
Behind the identity
Establishing brands, require a considerable amount of thought and care. Understanding your audience, knowing your brand's intention and only adhering to the tone of voice and visual guidelines. All of these factors create long-lasting, memorable companies.
The more professional the quality, the more serious the work. What that means, is... Through good layout and an easy to navigate introduction section, the brand bible is sure to be used the way it's intended. The fundamentals show a quick preview, for users that don't have the time to scroll through the entire document. Document links also assure easy navigation.
Visual Identity is any and all visual aspects of the brand. This is the foundation of all visual communication and brand representation. This section forms as important a role as any of the corresponding sections.
What this entails is thorough research into the target audience, a knowledgeable understanding of what would visually appeal to them and designing from there.
The below is a framework of how the logo should be used across platforms. Logo sizing on both digital as well as print. These guidelines assure perfect placement, clean design with enought safe space to avoid cropping of any sort. This also stipulates best practice as well as what should be avoided.
Color choice plays an integral role in how users receive any piece of visual communication. In color psychology, blue represents power and placidity. In perfect harmony. For this reason, the main brand color holds true to this. Creating trust, assuring strength and connecting to the sub-conscious.
As with color choice, font choice plays just as important a role. The correct font, greatly affects the final message. Say for instance... You use a "cartoon" font for a "high-end boutique". The message get's completely lost if there is no thought behind what we wish to communicate. Font choice plays a massive role in this. All three previously mentioned elements work in complete harmony. Should one fall short, all the others suffer.
Establishing photographic direction early on creates consistency across any and all marketing material. This section starts looking at elements that are more-so above the line than the rest. How print ads will be executed. What lighting will be needed? How art directors need to set shots up etc. All of this plays a massive role.
This section is much less visual driven. Rather than how we present ourselves, we consider what we say when we do. This comes in handy when writing copy for any and all social media channels. Copywriters make use of the tone of voice the most.
Always assuring the brand essence gets communicated properly. The tone of voice is as neccecary as the above visual elements. This all forms part of the brand in it's entirety. Well spoken and direct.
Tone of Voice
Below is a framework of how the logo should be used across platforms. Logo sizing on both digital as well as print. These guidelines assure perfect placement, clean design with enought safe space to avoid cropping of any sort. This also stipulates best practice as well as what should be avoided.
Now that We've establish what we say, where and how we say it is just as important. What context are we speaking in and to which channel are we distributing? All of these aspects play a massive role in what we want to achieve? Are we after sales? are we after awareness? Where applicable... Use the suggested tone.