BrandDesign · Tier 2 of 3
The Mark, the Colour,
the Rules.
Your mark, its colours, its type and the rules for using them, written down twice: a book your people follow, and a rule set the studio’s tools apply.
- For
- a firm with no mark, or one that no longer fits
- You Get
- mark, colour, type, rules
- With
- the brand book and templates
- The Time
- four weeks
3
Colours on every box, from 117 mm to a 540 mm carton: charcoal for the stage, orange for the spine, white for the line.
a brand’s packaging rules, written once and applied by a tool
Four Plain
Questions.
Who does the work?
The studio: the mark drawn, then built on its construction; the colours measured, the type set, the book written.
Do we pay every month?
No. Brand is one fixed scope, and the book and the files are yours at the end.
What do we keep?
The mark in every version and format, the colour values for screen and print, the type, the brand book and the templates.
What happens after?
Anyone with the book applies the brand the same way; the studio’s tools set the next pieces from the same rules.
A Mark, Drawn
on Its Construction.
Every mark starts on paper, the way the work was taught, and is built on its geometry only once its shape is right, so it holds at every size: a browser tab, a letterhead, a sign.
- 01
The Square
The field the mark is drawn in.
- 02
The Guides
The lines its proportions are taken from.
- 03
The Circle
The geometry it rests on.
- 04
The Mark
Drawn on all of them; then checked at every size.
Colour and Type,
with Their Rules.
Colours chosen by measurement, so each reads the same on screen and in print; one typeface with its sizes and weights.
- 01
The Palette
Every colour with its values for screen and print.
- 02
The Type
One typeface, its sizes and its weights.
The Brand
Book.
The rules in one document, with the templates that carry them, so the brand is applied the same way by whoever uses it next.
- 01
The Mark
Its construction, its space, its versions.
- 02
The Colours
Their values, and where each is used.
- 03
The Type
Its scale and its weights.
- 04
The Templates
For the documents the firm sends most.
The Brand,
Written Down.
Everything a firm needs to show itself the same way every time, with the files to do it.
The Mark
Built on its construction, in every version and at every size.
Colour and Type
The palette measured, with its values for screen and print; one typeface with its sizes and weights.
The Brand Book
The rules in one document, and as a set the studio’s tools apply: the mark’s space and sizes, colours, type, what never to do.
The Templates
Letter, invoice and presentation, in Word and PowerPoint, on the brand’s grid.
From You
- what the firm shows today
- where the brand has to work
- the name, as it stands
- the people who decide, at each step
Four Weeks,
One Step Each.
Each week ends with something you can see and decide on.
- 1
What Exists
Everything the firm shows today, gathered and read; the brief written.
- 2
The Mark
Drawn, then built on its construction and tried at every size.
- 3
Colour and Type
Measured, set, and tried on real pieces.
- 4
The Book
The rules written down, the templates made, every file handed over.
A Logo,
or a Brand.
A Logo
- What You Get
- A file of a logo.
- How It Is Used
- However each person sees fit.
- Who Can Apply It
- The designer who drew it.
- After a Year
- Five versions of it.
A Brand
- What You Get
- The mark, its colours, its type, the book and the templates.
- How It Is Used
- By the rules in the book.
- Who Can Apply It
- Anyone with the book.
- After a Year
- One, held by its rules.
Three Scopes
of One Brand.
Design makes pieces in your brand. Brand makes the brand. Identity carries it into everything the firm shows. Each contains the one before it.
Brand,
Explained.
What the studio has designed by rules and tools, read from the work itself.
- six products, one rule set
One Rule Set, Every Box
Packaging for six products in two languages, set by a tool from the product’s own data instead of drawn box by box.
Design
Asked First,
Answered Plainly.
What is in the brand book?
The mark and its space, the colours and their values, the type and its scale, the rules, and the templates.
Can you redraw the mark we have?
Yes. It is drawn again on its construction, so it holds at every size, keeping what people already recognise.
How long does it take?
Four weeks, one step each: what exists, the mark, colour and type, the book.
Does it include a new name?
Brand works with the name you have. A new name, checked in every language, is part of Identity.
A Mark That Holds
at Every Size.
Tell us what exists and where the brand has to work. A person looks at what you send and replies within two working days.