How to Interpret Branding Guidelines for Tricky Content Projects

by Melinda Welch

As a professional graphic designer for Just Content, I create visuals in every style imaginable. Each new project always starts with the same question:?

What design style does the client want?

There are several different ways to work out which path to take. Descriptive words are useful (e.g., contemporary, traditional, light-and-airy, quiet, bold) and mood boards are helpful - designs the client has seen and likes; but, by far, the clearest, more sure-fire direction comes from branding guidelines. These are undeniably brilliant resources.?

The designer is directed straight towards the corporate style and time is saved, avoiding multiple rounds of visuals that ‘aren’t quite right’.?

And yet, even with rock-solid guidance, there are still challenges. Not every project fits neatly into the branded style.?

In this article, I will explore how to unpick the design ideas within branding guidelines and ways to expand the style while retaining the desired corporate ‘look’.

Let’s look at a tricky project. The following scenario may be familiar…

The Project (An Example)

A new design contract arrives. The client sends through the brief, manuscript, and photos to be used (or guidance on photo research) and attaches branding guidelines to follow.?

So far, so good.

You read through the brief, check image sizes for resolution, and then turn your attention to the branding guidelines. You download the corporate typeface, set up the specified colour palette and request any established graphic shapes if the branding includes these. You note desired heading/text sizes, colour palette combinations, and guidance on the size/placement of the corporate logo.

Finally, you turn your attention to the branding guidelines ‘example pages’, studying the provided mocked-up design examples. These clearly show how the various aspects of the branding guidelines come together to create the desired corporate ‘look’.?

The Challenge

Now it is time to review the manuscript for the proposed content. You now realise this project is not going to be as straightforward as you might have thought.?

Compared to the mocked-up examples in the branding guidelines, you discover:

• The open and airy ‘look’ is going to be impossible to achieve - the manuscript you have been provided with is more akin to a text-heavy scholarly tone.
• The large, impactful, single-word headings are off-the-cards. Your headings are the length of sentences and the type size will definitely need to be smaller.
• And, instead of inspiring, expansive photography, your manuscript contains only detailed infographics.

How in the world are you going to shoehorn the new content into the branded style to achieve the same corporate ‘look’?

Using Branding Guidelines as a Springboard for Interpretation

The above scenario is an exaggeration, but frequently content is far more complicated than the mocked-up examples found in branding guidelines. It is then up to the designer to interpret the visual ideas and find ways to apply them to the proposed content.

Thankfully, there are techniques to follow to ensure the final result will indeed match the corporate style (and you will have contributed to the development of the client’s branding).?

So, how do we do this?

Looking at the mocked-up examples in the branding guidelines, there will be visual ideas that can still be used:

Background

Take note of the size, shape and placement of colour blocks and how graphic shapes have been sized and used. Even with text-heavy content, these visual features can be modified and utilised.

Column width

Light-and-airy designs look minimal because small amounts of text are used, along with short, impactful headings. Still, the feeling of space can be achieved even with more text-heavy content. Try using chunks of text in narrow columns, allowing space around the longer headings. Even though the type size will be smaller, the space will help to make headings look prominent.

Colour and graphic shapes in place of photography

Look carefully at the branding guidelines for ideas. Without photography to break up text-heavy content, the designs can appear too dense. Look at how photography has been used in the mocked-up examples. If the photography appears in a circle, try using a solid coloured circle, using the shape in the same way as the photography. If the photographs are full-page and full bleed, try using a solid colour along with the branded graphic shapes.

The above suggestions illustrate alternative ways to interpret the ideas presented within the branding guidelines. There are always ideas that can be reimagined, regardless of how wildly varied the proposed content can be.?

Another trick…

Look at the actual design of the branding guidelines themselves; i.e., title page, contents, section headings, descriptive text. Even though these pages haven’t been highlighted as mocked-up examples, they are exactly that - the branded style has been used to explain the branded style.?

1. Title page: The branding will be used in a simple, impactful way. Look for background ideas. Even for text-heavy projects, the simple branding used on the title page of the branding guidelines might be just the thing for a pared-down background pattern.
2. Contents: Ideas for lists or chunks of text can be found here.
3. Branding sections: Look again at the pages with guidance for the branding specifics - typeface, colour palette, logo, etc. These pages are informative and use the branded style in a practical way. Note the heading size, position and relation to the text below. This may differ from the mocked-up examples, but may be more relevant to the content you are working with. The descriptive text will also contain useful ideas. Look for the unique styling of numbered lists and the use of different typeface weights.
4. Infographics: Sometimes branding guidelines make use of infographics to explain the branded style. Look at how these have been designed. There might be something useful.

So, next time you are faced with a project that doesn't fit neatly into the guidelines provided, look again. The branding design ideas you need may be hiding in plain sight.