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- Understanding how style guides fit into the branding process
- Who is a style guide for?
- Formatting the guide
- Deciding what to include
- Identifying your position statement and voice
- Working with logos and typography
- Formalizing brand colors
- Working with images
Skill Level Appropriate for all
In this portion of the style guide, we want to include information about our primary and secondary color palettes. Because a style guide is very rule-bound, it may seem a bit restrictive to designers working with your materials, so it helps to explain why you've made the choices you have. Most importantly, the style guides should explicitly state the Pantone reference numbers, the CMYK ink percentages, the RGB values, and the hexadecimal codes of your brand colors.
You can also include tint percentages and advice on using a custom rich black when applying black to solid areas. As a courtesy to those using your style guide and to ensure there is no margin of error in the use of your brand colors, you can include a link to color palettes in the Adobe Swatch Exchange, or ASE, format. These color palettes can easily be loaded into the Swatches panels of InDesign, Illustrator, and Photoshop.
So here I am, in InDesign, where I will open a new document. And on my Swatches Panel, first thing I'll do is select all unused and then delete the default color swatches, return to the Swatches panel, and load the color swatches of the brand. In this case, I'm going to go to the Exercise Files folder/roux colors and they are in the ASE, or Adobe Swatch Exchange, format. And then we have the predefined color swatches for the brand.
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