Design for nondesigners 101 - 5 Elements to Include in Your Brand Guide
- 1. 5 Elements to Include inYour Brand Guide Design for Nondesigners
- 2. #1: Design Philosophy • Include at the start of your brand book • Speaks to who you are as an organization • Sets the tone for any onlooker. If your brand is friendly and approachable, use accessible and simpler language
- 3. Pro Tip: When crafting language for your organization, start to think about your brand as a personality. This will help you be more authentic. Example: Charity WaterBrand Book
- 4. • Include details on how NOT to use your logo • Color specifications • What logo to use against a color background versus light background #2: Application ofLogo
- 5. Logo Don'ts Below are some examples of logo uses that should be avoided at all costs to ensure a consistent perception of your brand by its audiences. Squashing or Stretching The logo should always be scaled proportionately. Changing the Colors The logo should always be used in one of the color schemes presented on page 2. NESST Capitalizing the "s" The logotype should always be used as provided. No letter should be altered. NESsT Moving the Mark Only use the logo lock-up provided, and do not move the mark. The NESSTportfolio of social enterprises and the majority of the NESsT team are based within the... Text Wrapping The logo should not be used in bodies of text. In these cases, "NESsT" should be typed out. Bad Backgrounds Logo backgrounds should provide sufficient contrast in color so the logo is clearly visible. "Decorating" the Logo Do not add drop shadows, outlines, boxes, and other design elements to the logo. NESsT Changing the Type Do not use other fonts, type styles, or sizes (branded or otherwise) for "NESsT." NE T Altering the Logo Mark Never modify the mark illustration in any way.
- 6. • Primary and secondary palette • RGB, CMYK, HEX, and Pantone #3: Colors
- 7. COLORS Below are colors used in your branded materials. Below are the values for your brand colors in Pantone, CMYK, RGB, and Hex. NESsT Brown HEX: #4F4047 NESsT Green HEX: #OOC789 NESsT Blue HEX: #4F7A9B NESsT Sage HEX: #898880 RGB: 79/64/71 RGB: 0/199/137 RGB: 79/122/155 RGB: 137/139/128 CMYK: 20/80/74/57 CMYK:62/0/53/0 CMYK: 57/14/7/3 CMYK: 35/17/44/3 PMS: 7631 U PMS: 3395 U PMS: 542 U PMS: 5773 U NESsT Beige HEX: #B781AE NESsT Medium Blue HEX: #9DAD88 NESsT Light Beige HEX: #ECE7E1 NESsT Light Grey HEX: #E7E7E7 RGB: 183/177/174 RGB: 157/173/184 RGB: 236/231/225 RGB: 231/231/231 CMYK: 2/14/18/4 CMYK: 34/11/1/0 CMYK: 3/4/11/5 CMYK: 0/0/0/10 PMS: 482 U PMS: 651 U PMS: 7527 U PMS: Warm Gray 3U
- 8. 05 Dear placeholder text, Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur. Sincerely, NESsT nesst.org
- 9. • Primary and secondary palette • RGB, CMYK, HEX, and Pantone #4: Typography
- 10. Typography The NESsT brand mainly uses various weights of DIN, a strong sans serif that’s full of character. Helvetica Neue, a clean sans-serif, is supplied as a typeface for body text, but should never be used for any headlines. Font weights and color can be used to create a variety of styles. DIN and Helvetica Neue should be used whenever possible, but substitutes for when these fonts aren't available are recommended below. Din Medium Suggested Microsoft Alternatives: PTSans Suggested Web Alternative: PT Sans Helvetica Neue Light Light Italic Regular Regular Italic Medium Bold Bold Italic Suggested MicrosoftAlternatives: Helvetica (preferred) OR Arial POSSIBLE TYPE TREATMENTS The following treatments may be used as guides for creating typographic hierarchy using brand fonts and colors. HeadlineDIN,Medium, sentencecase,30 pt, #OOC789 HEADLINE LEVEL2 DIN,Bold, uppercase,12pt, #4F4047 Headline Level 3 DIN, Bold, sentence case, 12 pt, #OOC789 Intro text. Lorem ipsum dolor sit a met, consectetur adipiscing elit. Donec varius faucibus molestie. DIN, Regular, 14 pt, 20 pt line spacing, #4F4047 Serif body text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec varius faucibus molestie. Helvetica Neue, Regular, 10 pt, 14 pt line spacing, #4F4047 Caption, small text Helvetica Neue, Regular, 9 pt, 12 pt line spacing, #4F4047
- 12. • Speaks to your brand • Original images (NOT stock!) • High quality (300 dpi for print) #5: Imagery Pro Tip: The greater the dpi, the higher the resolution. When working with a photographer, make sure to get photos saved out at 300 dpi.
- 13. | elefint.com | hello@elefint.com Pro Tip: If hiring a photographer isn’t an option due to budget/time constraints, look to your local art school for budding photographers seeking to build out their portfolio!