Collateral Materials and Brand Guidelines

Corporate Identity, Fall 2017

Brigette Davitt
Corporate Identity
4 min readNov 27, 2017

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The last two weeks of the term will be spent expanding one of your identities into collateral materials and a set of brand guidelines. If you have chosen to expand on your restaurant identity, I encourage you to pursue the design of a menu and take out bag/box — these are two common and indispensable items!

Student Restaurant/Branding Collateral Projects

Collateral Examples

Montreal Museums
People for Bikes
Green Hill Food Co-Op
Moomah Children’s Museum

Links to Example Restaurant Collateral:
Unforked
United Kitchen
LaPlanque
Buttermilk Channel
Good Union Urban BBQ Website and Collateral

Most often, brand guideline publications are published and dispersed in a digital PDF form, with a limited number being printed for in house use and as a physical record for company posterity. Due to time constraints, your brand guidelines may take on one of the following formats:
Publication: a minimum of 4 and a maximum of 10 spreads that will be presented digitally/mocked up for now
Poster: 16"x20" or larger (see Red Cross example)
Digital/Portfolio Presentation: You may develop and layout your guidelines in a way that is meant specifically for viewing on screen in conjunction with the logo, identity system and collateral items.
I encourage each of you to continue to develop your brand/style guides after the course comes to a close. Showcasing your branding knowledge is an important aspect to a graduating portfolio!

Common Brand Style Guide Content

Brand Messaging/Company Mission Statement
Logo — b&w/color
Clearspace/lock up
Orientation — horizontal, vertical, secondary marks
Logo Do’s and Don’t’s
Color Palette — Pantone, CMYK, RGB
Typography — Custom, display, body copy
Photography — Style, Usage
Stationery — Letterhead, business card, envelope
Collateral Materials

Brand Guideline Examples

Restaurant Style Guide
Science Museum

Mohawk
Scout
Macaroni Grill
Santa
Optus Rebrand
KAE
Boy Scouts (horrible design, but tons of relevant content)
Centric
Chempoint
Red Cross

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