The brand book

Member lesson

Standard section order

Lesson 4 of 18 in The brand book.

Brand Guideline Fundamentals in 11 minutes · Jack Watson
Lesson

There is a conventional order and it is conventional because it works: what the brand is, then the elements, then the elements combined, then the rules for edge cases, then where to get the files and who to ask. Story, system, application, governance.

the idealogocolourtypelayoutphotographyapplicationsmost people stop hereso put the rules they need before the story you enjoyeda designer opens this to answer one question, in a hurry
The order a brand book is read in, and where most readers stop.
Three manuals with different covers stand in a row with matching yellow, blue, red and grey tabs joined by dotted lines, as a hand reaches for the blue tab of the third.
Three manuals with very different covers keep their tabbed sections in the same order, so a reader who knows one finds her way around the others at once.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “Story, positioning, values. Read once per reader.”

    • Clear space
    • Handover
    • Positioning page
    • Front matter
  2. Question 2, locked

    Which of these words means this? “Logo, colour, type, layout, imagery. Read constantly.”

    • Standards manual
    • Scale table
    • Brand book
    • The system
  3. Question 3, locked

    Which of these words means this? “Worked examples. The part everyone skips to.”

    • Applications
    • Owner
    • Clear space
    • Handover

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