Brand Guidelines & Rules of Management

Brand Guidelines are a living and breathing design artifact with the purpose of establishing brand core values, brand identity and brand usage standards and guidelines. Defined as a comprehensive standards manual, it is a tool used to manage all brand assets in all of its potential forms. “Creating the brand identity is easy; managing the brand assets well is harder” (Wheeler 2009, 172).

In addition to presenting the guidelines you have studied, think about how your brand solves complex management issues of fixed and flexible components of the identity. A good fixed and flexible system can ensure that the brand is consistent, recognizable and memorable but also interesting, creative and spontaneous as it is applied across infinite possible touchpoints, and engages with shifting trends and technology. Include your own analysis of the identity system, including identifying gaps and/or highlighting strong points.

Create a video of your final presentation that can live online self-sufficiently. Include voice over of your script and automate slide transitions. Post your final .mov file to the blog. No written statement is required.