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Brand 3
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5.2 PROJECT: Finishing Up Our Brand Guidelines Template

Hi, guys! Okay, let's get back to creating our Brand Guidelines document. Now, I'm just gonna show you the finished example to give you some ideas about how you can be formatting some of the pages of your guidelines. Okay! So here's one that I made earlier. Okay, so the couple pages below this is the set of pages that I'm going to walk through creating with you. And if possible I'd like you to create these pages alongside me as an exercise. These are going to be our photography pages. The first page will give advice for how brand photography should be either chosen or created, and the second page will lay out some examples of both incorrectly chosen photos and well-selected photos. Okay, let's head back over to our blank InDesign template, and scrolling down to what is now page 13 of your document. Take the Rectangle Frame tool from the tools panel over here, or simply hit F on your keyboard. And then click and drag from the bottom left corner of the margins on the page until you have a frame about 155 millimeters in height and width, which you can see up here from the controls panel at the top of the the workspace. Now it's really up to you the sort of style that you want your photos to have, but it's important to acknowledge some common elements that photos chosen to be used across your brand's website, stationery or advertising will all share. This needs to be both partly to do with the mood and subject matter of your photos and also in terms of the style or composition of them. So I'll show you an example, for now you can place a photo of your own or just leave it blank. So I go up to File, and choose Place, and I pre-selected a few photos here from a stock site, and check out something like GraphicRiver to hunt around your own cool stock images. So, pick this one, and click Open, and then I got to fill the frame proportionally on the top controls panel. So here I have a photo, and I think that this photo is a good example of everything I want in a brand photo. So next to this, I'm going to create a new text frame using the Type tool, and type in the rules. Rule number one demonstrated by this photo is that all photos should be black and white or converted to black and white. This is gonna set off the Buzz Studio orange really well and make all the Buzz communications look more cool and stylish. Secondly, I'm going to say something about the mood of the photo. So brand photography should be optimistic, creative, youthful, outdoorsy, adventurous, non-intimidating and friendly. Then a note on the ideal composition of the photos, so all people portraits should ideally be facing the camera and smiling. And then a final note on the composition, informal shots should look more natural and open. Avoid photos that are overly poised, conservative or stiff. Awesome. So that's a kind of brand mantra for the sort of photography that should be used alongside the other brand elements, like the logo and colors. Now, let's move down to the next page and provide some examples of bad photographic practice and good practice. First, let's create a trio of portrait style image frames using the Rectangle Frame tool again. So let's select the first one, and copy and paste, and repeat again to create a third frame. And then make sure that these are spaced out evenly and centered on the page. Okay. Then create a small text frame onto the first photo frame. If you go to Window > Type & Tables, and choose Glyphs, you can set your cursor in the text frame and adjust the font to Windings. Then you can scroll down to find this little cross and also a tick next to it, too. Let's double-click the cross to insert it, and let's make that orange as well. Then copy and paste the cross frame to sit under the central image frame, and again, to have one under the far right image frame. And let's adjust this one to a tick. Great, so now we can place our photos. Note that we need two examples of images that are not far off what we want for a brand photography, but they just missed the mark in some respect. And I've tracked down this photo, so you can just leave this blank for now if you prefer. What do you think the problem with this photo is? I mean it's black and white so that's good, right? Well this one isn't quite there. And we can write a note underneath it to make it clear why. The text is going to read, avoid stock images that are overly posed or exaggerated and images that might feel negative or depressing. Okay, so you can see how this image of this guy looking stressed and a bit posed in front of his computer is not going to sit with the mantra that we laid down on the previous page. So what about a second image? Hm, okay. But what's wrong with him? Well, for Buzz, we want to avoid images that are intimidating, overly serious, or very artsy. This just doesn't have quite the right vibe, even though some composition elements like the fact that it's black and white, and the guy's looking straight into the camera actually corresponds with our brand rules. So, to finish this page, we need to have a contrast, an image that is everything we want our brand photos to look like. And for that I've chosen this stock image. And under this, a note reading look for photos with a positive, outdoorsy, youthful mood and subject matter. So there we are. A finished photography page with samples of both good and bad photos to help guide people making their choices about what images to choose and commission. Awesome. So that's all there is to it, guys. You now have a 17-page Brand Guidelines template, some of which we've filled in during the course of this lesson. For your homework, I would like you to finish the job. So, go ahead and download the completed Brand Guidelines document for Buzz Studio which is attached to this lesson as InDesign source file. You can either recreate this from scratch, using the elements that we put together in previous lessons including logo and icon, the brand fonts, the color palette and brand shapes, using the completed template as a reference. Or just use this as a structural reference and build your own unique guidelines from scratch for your own brand design. Either way, this is going to be a really useful exercise in remembering all the elements that need to be included in a good Brand Guidelines document. At the end of the process, head up to File > Export and choose Adobe PDF (Print) for a print-friendly copy, or Adobe PDF (Interactive) for a copy that's more suitable for e-mail. You'll end up with a complete style guide for your brand in PDF format, which is ready for your own reference or to share with others. So, that's amazing work cuz it's awesome, guys. Your brand identity is now complete. You've pulled together all of your hard work into one, concise style guide. And this will be the bible for your brand going forward. In the next lesson, I'm going to show you some options for developing your style guide that one step further and talk about how you can go about creating an online brand tool box, which is a super convenient way of sharing brand assets between colleagues or with clients. You've very nearly completed the course, so stick around for the next lesson. It's going to be super satisfying to see our completed brand in a digital format. I'll see you in just a moment.

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