4.3 PROJECT: Create Your Brand ‘Extras’, Continued
We covered quite a bit in the last lesson, so we'll continue in the lesson and see how to work with colors and shapes which are important to your branding.
1.Introduction4 lessons, 16:46
2.Logos and Icons3 lessons, 38:46
3.Brand Typefaces 3 lessons, 36:18
4.Branding ‘Extras’: Color, Shape, and Graphics 3 lessons, 29:34
5.Brand Guidelines (Style Guides) 3 lessons, 30:56
6.Conclusion1 lesson, 02:20
4.3 PROJECT: Create Your Brand ‘Extras’, Continued
Hi. Okay, let's pick up where we were in the last lesson. So keeping InDesign open in the background but open up Photoshop at the same time and pause the video while you do that. Welcome back. Okay, so here we are in Photoshop. You don't even need to create a new canvas or open up a photo. All you need to do is take a look over here at the bottom of the Tools panel. If you double click here on the foreground color swatch, this will bring up the Color Picker window. Here we need to type in the CMYK values of the color that we want to identify as upon tone. So let's do the orange swatch first. So move down to the bottom right corner of the window and type in the CMYK percentages. So that was nine, 76, 95 and one. Then, let's head up and click on the color library's button. And from this new window, choose the book value, PANTONE solid coated. And what Photoshop is going to do is find the closest PANTONE much to our CMYK color. You can see here that the color isn't perfectly matched. And you can see that the selected pan tone is ever so slightly darker than our original c in my case watch. But if we click the pan turn above it, there's also even more different, is quite a bit lighter. It isn't a perfect matching system but you know what it's not big deal at all. What's important is that you can specify to printers that this Pantone, which is Pantone one five nine c will be the closest match to your brand orange and they will be able to recreate in exactly as it is wherever they are and in whatever material they print on. Now we know what our pattern swatch is, head back over to our InDesign document and create a new swatch. So choose Name With Color Value for this one. It will make it more obvious that this is a particular pattern swatch. than from color type choose spot. And under color mode choose Pantone solid coated type in one five nine into the Ponto number box and there is Pantone one five nine C. Okay so select that. And then click okay. Now, I need to repeat the Pantone identification process in Photoshop for the box watch. So, make a note of the first black C.M.Y.K. values and then head back over to Photoshop. You can return to the Color Picker window by clicking on the Picker button here. Then again type in your CMYK values. This time it's 69, 59, 56, and 65. And then go to Color Libraries. Okay, so this time, Photoshop has identified a slightly lighter shade of black for the Pantone, which is Pantone 447C. It's looking really good so we'll stick with them. Head back again to InDesign, and create a new swatch choose spot and then choose Pantone solid coated type in 447 fantastic it's found it Click OK, and there we go. It's been added to the swatches panel. So, we now have a full panel of brand swatches in CMYK, RGB, and Pantone formats. Cool. Now, all that's left for us to do is to save this as a palette that we can share with other Adobe programs, like Illustrator and Photoshop. Because we want to include the paper white swatch in our pallet too, you need to hold down shift and select all those lower color swatches, and then switch to control if you're on a PC or command, if you're on a mac, and click to select the paper swatch too. Now we're ready to go and make our palettes, so open up the swatches panel's drop down menu from up here, and to save swatches. If you have a project file set up for this course, you can save the palette there or even just save it to your desktop for now. You can move it somewhere more organized a bit later if you like. Let's give the palette a name. I'm going to call it Buzz Brand Colors. And when you're ready, you can hit the Save button. So now it's an experiment. Let's try opening up our color palettes in Photoshop, which we still have open. So leave InDesign for now just minimize it and go back to Photoshop. Expand the Swatches panel and drag it out on to the Workspace. From the panels menu at the top right choose Load Swatches. And then navigate to your saved color palettes. You can see that this has been saved as an Adobe Swatch Exchange, or ASE file. Which means that the palette can be opened in a range of Adobe programs without needing to resave a whole new color palette every time you come to work on something new. Let's open that and there we go. When you hover over each Swatch, you can see the name of the Swatch now. So these are completely ready for you to start using you can pick the RGB biezer for example, and start applying it to a document though obviously you will do this in a much more sophisticated way than me. So that's awesome work guys. You now know how to create an ASE color palette, complete with print and work friendly swatches for your brand. Before we move on, there's just one final thing to be aware of too, when you're working with brand color. If you've done any web design or perhaps put together HTML newsletters, you might be aware of hex code colors. These are a coded version of a color that can be used in web design. The best place to record hex values for your brand colors is probably in your brand guidelines which we'll be looking at over the next section of the course but in the meantime, let's make a note of the hex equivalents of our prime colors. So what about buzz orange. So let's stick with photo shop and click on the buzz orange swatch to select it as the foreground color swatch and then double click on the foreground color here in the Tools panel to open up the color pick a window as we did earlier. You can see down here in the bottom left corner of the window this box with a mixture of letters and numbers next to a hashtag symbol, and this is our hex color value. And we can make a note of this, so we can add it later to our guidelines. Let's click OK and click this time on the both blacks Swatches. Double Click on the Foreground Colors to open up the picture window again. Let's make a note of that too the later. Another thing that you can do if you're looking for an even easier way to track down hex codes, is to head over to this website which is color.adobe.com. And this has this easy peasy system where you can type in either the RGB or CMYK values, and it will give you a hex code equivalent at the bottom of the panel I just love this little Adobe color tool, it's so cool. So guys, we've put together one of our brand extras. That is a brand color palette that you can use across all kinds of media. This really is going to be a super helpful part of your brand identity. And it's going to make sure that you reign in the use of color across your branding. And also stop anyone from using their own versions of colors on branded items, which frankly would be a nightmare. So far we have a logo, a set of brown type faces and now a brand color palette. And we can also add brown shape to our list. We talked in the last lesson about the example of Coca Cola and how they use a red circle to mimic the cap of the famous bottles And how they extend this graphic to symbolize bubbles in their advertising. And we can apply the same principles of shape to our own brand identities. So, let's work with the studio as our example. Of course, as per usual, if you're working on creating your own brand identity, that's fine, too. I'm going to show you some tips about how you can develop your own shape ideas. Quite often a bronze shaped graphics will be lifted in some way from either the logo or the products itself. Aspose is a design agency and is not selling a product per say. We need to look back to the logo for inspiration. Okay. So this going to be a pretty lazy example because I think that the shape that we developed the logo and icon is a pretty perfect brand shape right there. I'm just going to open up Adobe Illustrator to show you what I mean. You can do the same to follow along with me so pause the video if you need to. So this honeycomb vector has all the qualities that you should look for when creating branded shapes. It's simple it's unobtrusive so we can set it behind text for example. And it's also got a really strong geometric design. In particula,r it's also flexible so we can blow it up big. We can scale it down to small size and we can even repeat it in a honeycomb design that makes it look certainly very decorative and attractive. We can also apply the brand colors to it and play around with the color contrast of different color combinations. So orange and black vice versa and with some white introduced as well. Brand shapes should be a more creative extension of your brand design while remaining recognizable and immediately identifiable as part of the brand identity as a whole. So here, even if we set the honeycomb shape behind of the text and graphics, it's still instantly recognizable as a part of the Buzz brand. It actually helps to make the brand appear more stronger visually, as it reinforces the Buzz name and the bee association that we've given to the brand. I think will make this honeycomb distinctive from the simple icon design which is just the shape on its own is grouping the shapes together into a grid design and applying the three brand colors to it in a creative way. This is going to be a great extra brand elements just have to hand We can apply it to all sorts of media as borders for letter heads, backdrops for business cards like in this example here, and background designs for social media images and web banners. So in your own shape designs for branding, I want you to consider these top tips. Firstly, your shape or shapes should be somehow connected to your logo or project. But note that it should have some element of difference to avoid compromising on the formats of your original logo. So for Buzz this would be the fact that the honeycomb shape will always be presented with other identical shapes to create a grid pattern. Secondly, your shape should have some or all of these characteristics, it need to be simple geometric and need to take your brand colors really well. Also your brown shapes shouldn't be complicated or fussy. Brand shapes are designed to fill in backgrounds and add interests to borders and frames. Photography and illustration should be used, instead, to add a main visual focal point to your branded designs. Why not have a go with creating a brand shape for a brand identity of your own. Or why not take the Buzz brand and use that as a starting point for creating a different brand shaped grid. Okay so that's great work this lesson guys. You've added two more elements to the brand identity, a color palette and brand shapes. We're really piling up the work and actually, what we're looking at now is a brand asset library. This is a broad range of things that we can define as being part of the brand. This library now includes a logo, an icon, a color palette and also shape. That's fantastic work this lesson, guys. I'll see you over in the next section of the course.