Design Guidelines

As our we slowly started defining our new brand identity, I put together these brand guidelines as a frame of reference for all the other designers around the globe to promote awareness and consistency with how we were using the different design elements of our brand.

The first few pages were meant to introduce the brand and what is stands for, along with an over overview of our company mission, voice and tone guidelines, as well as brand personality attributes.

The typography section not only explained our primary and secondary corporate fonts, but I also wanted to include a section about typographical hierarchy and how we structure our type — from titles, subtitles, paragraph styles, bullet formatting, chart displays, and calls to action.

The last section was saved for our application methods, in which I wanted to showcase how all of the individual design elements can come together to be displayed on different types of marketing collateral.