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In this succinct course, author, speaker, and marketing expert Lorrie Thomas Ross provides an overview of the basics of branding your business or yourself through consistency, communication, and effective collateral. The course shows how images, messaging, and market positioning can help you build visibility and credibility among customers. It includes real examples of successful brands and how aspects such as color, logos, and fonts, not to mention a strong web presence, contribute to their success.
The use of logo and brand identity across all media needs to be consistent. A style guide is a document that communicates directions to any creative professional or marketer using your logo. Guidelines in the style guide help protect your logo usage and keep branding consistent. Create guidelines to instruct how you want your brand to be depicted. If you're a designer, the style guide makes a great completion to your logo design projects. The No Obstacles Sport identity branding and style guide is included in your exercise files so you can see what a final style guide looks like.
It addresses the logo's meaning and physical representation guidelines, alternative representations like black and white and gray scale. You'll want your style guide to clarify things like colors, called PMS colors; which stands for Pantone Matching System, fonts used in logotype; fonts used on web sites; and other fonts used on collateral-like e-books. You can also use your style guide to address logo don'ts. This is not something to be shy about. Make sure anyone using your logo reviews your style guide to ensure consistency.
Use the style guide as a template to get parameters from your designer, or if you are a designer, you can use this as a tool to ensure your work is used consistently by your client.
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