But that’s what you need to stand out in a city as busy as London. Rather than letting the reader make their own mind up, they tell you who they are. The Barbican Center’s brand brief is pretty much the opposite of Honda’s. One font, simple colors, and lots of negative space to focus your attention on the detail. Every page is structured the same, so it’s really aesthetically pleasing. But because of the bold lettering and vibrant colors, it keeps the reader interested. The brief details everything you’d expect-colors, logo use, and typography. Their four main brand values fit this image too:Īnd they split their messaging into three tiers: So, even when they break their usual style, it still fits. “At any given point, discussions range from whether a hotdog is a sandwich, which Pokémon would be the most likely to work at the DMV, whether or not mentos are a real thing, if eating plain toast is a sign of being genius, to regular old homework chat, streaming gameplay and long convos over movies and wholesome talks just about everything.”ĭiscord’s voice is a little whimsical at times. But sometimes they throw in something that doesn’t seem to fit their usual style. So, The Book of Dreams was born.ĭiscord sticks to a concise, conversational tone. Something multidimensional that could make it appeal to different people in different ways.

The team realized they needed to be distinctive-to come up with creative ideas that would break through the noise. Turn the brand into a business asset and make Honda a company that people care about.Create advertising which makes people think of Honda when they think about buying a new car.The deliverables for the creative team were these: It was actually a creative brief that became a brand book. Honda’s ‘ Book of Dreams ’ is nothing like any of the other brand briefs on this list. That’s how you add an extra dimension to your process and surprise people. Try to think outside the box and create an experience that few others are. Which sensory elements could you add to your product or service? And how could you display that in your brief?

This extra element Visa have included in their brand brief elevates them. When you feel, see, and hear that combination you know the payment has been successful. It’s meant to give consumers confidence in the process.

Campaigns: How the branding should look in the wild.

Tone of voice: They’ve got a few different types.

Motion toolkit: Making sure everything that moves moves “on brand”.

Product design: Creating clear navigation, letting the “copy sing”, using color purposefully.

Design principles and toolkit: Down to the nitty gritty.

It’s so simple, but it never gets boring. This is probably my favorite of the bunch because the font and color scheme feels so modern. And that sets the tone for the next 138 pages. You’re instantly smacked in the face by their bold text and signature green. If you thought Skype’s brand book was long, here comes Hulu’s Big Green Guide. In fact, being able to make anyone understand your mission makes it clear how much of an expert you are. Breaking things down and being casual doesn’t make you look any less smart or professional. If you’re in a complex industry, try to think how you can do the same. Their choice of branding and voice makes you feel instantly at ease. Skype’s brief template shows you can make something as (potentially) nerve-wracking as video conferencing accessible to all. Here’s a creative brief template, so you have an idea of what one looks like: But if you outsource to a design agency, you’ll need to make one for them. If you have an in-house design team, they may create these themselves. These cover your brand strategy for specific projects. Either way, it’s long.Ī creative brief is much shorter-think one or two pages. You can even use yours as a design brief for your whole business. It can also be referred to as your brand guidelines or brand book. Then bust out some creative goodness that’ll engage and excite your target audience. Use these 10 brand brief examples for inspiration. So, don’t bother copying boring brief templates. But they’re essential for maintaining brand consistency if you plan to scale or partner up one day. Because creating one takes up time they just don’t have. Thing is, lots of small businesses or one-person marketing teams don’t bother with them.

Plus, they’re super important to give employees direction and a sense of purpose. They shout about your vision, brand values, and how you’ll make it all happen along the way. These are the kinda briefs you want the world to see.

Skype logo guidelines