hi, i’m sam. · define your brand princeton researchers found that within 0.1 seconds, people...
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WEBSITE
HI, I’M SAM.www.SomethingSoSam.com
TWITTER & INSTAGRAM@SomethingSoSam
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Copernicus Wapuu Wapuuble
www.SomethingSoSam.com/WordCampOrlando2018
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DEFI
NE
YOU
RBR
AND
Princeton researchers found that within 0.1 seconds,
people form judgements about the likeability,
trustworthiness, competence, attractiveness, and
aggressiveness of faces in photos they were shown.
What judgement will people form about your brand?
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Elements That Make Up a Brand
YOURVISUAL IDENTITY
THE VALUEOF YOUR BUSINESS
THEVOICE YOU USE
YOURPERSONALITY
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WHY does your company exist
and what do you want to offer?
The Value of
TeslaWHO IS DOING IT WELL?
Your Business
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Your brand voice is the tone in
which you speak to and connect
with your audience.
The Voice You Use
Milk BarWHO IS DOING IT WELL?
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“I don’t think cake should be frosted. I’ve seen how obsessed you can get with frosting a cake,
and that time should be spent elsewhere... we’re not in pottery class.”
CHRISTINA TOSIChef, founder, and owner of Milk Bar
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Brands that have a well-defined
personality make the product
relatable on a personal level.
Your Personality
Wendy’sWHO IS DOING IT WELL?
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Your visual identity comprises
your logo, imagery, typography,
colors, and creative design.
Your Visual Identity
© Grizzlee Martin
Foxtail Coffee Co.WHO IS DOING IT WELL?
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INSPIRATION
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unsplash.com canva.com/color-palette underconsideration.com/brandnew
RESOURCESINSPIRATION
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BECONSISTENT
This is where a style guide comes in.
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The purpose of having a solid style guide is to ensure brand consistency throughout
any collateral you produce – no matter who created it.
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YOU
RST
YLE
GUID
E
At the very least, a style guide should include details
about your brand’s logo, colors, typefaces, web styles,
and any other elements you feel confident enough to
define. You cannot be too detailed.
What should be in a style guide?
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Logo ● Primary Logo
● Any secondary logos or monograms
● Sizing
● Placement
● Spacing
● Examples showing how not to use the logos
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Colors ● Primary/secondary/tertiary colors
● Limited/single color versions of the logo
● Pantone
● CMYK
● RGB
● Hex
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Typefaces● Name of any primary/secondary typefaces used in the logo,
marketing material, and on the web
● Examples showing the different weights used
● Descriptions of how elements, such as titles or body copy, should be styled (i.e. bold, all-caps for titles, regular weight and sentence-casing for body copy)
● In some cases, typefaces you use in one medium may not be usable or ideal for legibility in another (such as print versus web). Listing out alternative web-safe fonts may be useful as well.
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Web Styles ● Buttons
● Form elements
● Iconography
● Grid system
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OtherElements ● Brand history, values, vision, and personality
● Copywriting style (e.g. words to avoid, tone)
● Photography style (e.g. lighting, composition)
● So much more!
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ALW
AY SEV
OLV
E
Both your brand and your style guide are living,
breathing entities. You will learn what works as you use
it, and you can (and should) always add or adjust the
information as needed. The most important thing is to
set a solid foundation by creating one.
Don’t be afraid to evolve and grow your brand.
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stylifyme.com fbrctr.github.io frontify.com/styleguide uber.design/case-studies/rebrand-2018
EXPLORELINKS TO
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THANKYOU
@SomethingSoSam