Brand & Identity Design
Brand Measurement, Done Properly
Tracking whether brand work is having an effect, using measures that are actually attributable. Why does it matter? Brand effects are slower and harder to attri...
Tagged #Guides
2013 articles with this tag
Brand & Identity Design
Design Systems as Brand Infrastructure: What Actually Works
Treating the design system as the mechanism through which brand decisions actually reach products. At a glance Mechanism tokens and components carry brand decis...
Brand & Identity Design
How to Get Competitive and Category Analysis Right
Understanding how a category looks and sounds, so a brand can decide where to fit and where to differ. What is at stake Differentiation requires knowing what is...
Brand & Identity Design
A Practical Guide to Trademark Basics for Brand Names
How brand names, logos and slogans are protected as trademarks in the United States, from rights gained through use to federal registration with the USPTO . Whe...
Brand & Identity Design
How to Get Logo File Formats and Deliverables Right
Logo file formats and deliverables are the complete set of logo files a brand needs to use its mark anywhere: scalable vector masters for print, signage and mer...
Brand & Identity Design
How to Get Favicons and App Icons Right
The small icons that represent a brand in browser tabs, bookmarks, home screens and app stores, each with its own size and format requirements. At a glance Decl...
Brand & Identity Design
A Practical Guide to Font Licensing
The license terms that decide where a brand's typefaces may be used: installed on computers, served on websites, embedded in apps and documents, or used in vide...
Brand & Identity Design
Print Color for Brands: What Actually Works
How brand colors are specified and reproduced in print, using process colors, spot inks and color profiles so they match across printers and materials. The key...
Brand & Identity Design
How to Get Dark Mode and Brand Color Right
Adapting a brand's colors, logo and imagery for dark interfaces, so the brand stays recognizable and readable when devices and apps switch to a dark theme. Wher...
Brand & Identity Design
How to Get Brand Purpose and Values Right
A clear statement of why an organization exists beyond making money, and the values that guide how it behaves toward customers, staff and communities. Why does...
Brand & Identity Design
Brand Personality: What Actually Works
The human characteristics a brand expresses, such as warm, precise or playful, which shape its voice, visual style and behavior. At a glance Expression voice, v...
Brand & Identity Design
How to Get Taglines and Slogans Right
Short phrases used alongside a brand name or logo to express its promise, position or personality. What is at stake A strong tagline adds meaning and memorabili...
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