Creating brand guidelines for a tech company (my process)

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Okay, so I don't LOVE creating brand guidelines... But I do love the results they bring. So I'm taking you through the process and walk-through of the results (so far) from creating the brand guidelines for the remote tech company I work at!
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TIMESTAMPS:
00:00 I have a confession
02:10 Starting on the guidelines
03:17 What we've got (so far)
11:11 Next steps
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// ABOUT ME
I'm Charli and I'm designer from New Zealand currently living in Valencia, Spain. I’m the Creative Director at a remote tech company called ConvertKit and I post videos about the design projects I work on and the tools I use, as well as vlogs of my life as a designer. I regularly livestream what I'm working on in Coworking Club streams. Welcome to the channel! Please subscribe and say hi in the comments, and maybe we'll see you in the live chat on the next stream.
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Опубликовано:

31 май 2024

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Комментарии : 26

@johantchassem1553 Год назад

The quality of this work leaves me speechless. Kudos to you and David

@chloeatchue-mamlet6764 Год назад

Such a great video, Charli! I switched from brand design to product design, and designing brand guidelines is actually what I miss most! I really loved thinking about the brand very intentionally and laying everything out so any designer could represent the brand well. It was a fun and interesting problem to me!

@joshuacrane Год назад

Brand Guidelines are my love language 😂 Something I’ve always struggled with in past client projects is how much of the UI kit (marketing site, product design) makes it into the brand guidelines. A distinction I’ve made with clients is that guidelines are for anyone creating client-facing marketing material for the brand. Anything product related should be documented in a separate design system. But one drawback of that is you now have two places where a single item can live (like a website and product button). It’s almost double the maintenance. It’s why I stress the importance of product and brand (marketing) design having a role to shepherd all of design across these two functions.

@Jasper.B Год назад

Awesome video Charlie! Really cool to see and I always love your attitude of, we know a lot and do our job well, but that doesn't mean there isn't more we can learn from others too. This may just be me (and other OCD designers you know who you are "every pixel must be perfectly mathematically aligned!") but I was thinking if I were a designer using the document I would love an example of the font sizes in numbers like this is size 16 in the header and this is size 10 for the main text. I know font sizes change depending on scale and software used(?) and I can't imagine anyone else working as a designer would be unaware of the basic relations between size and scale. In the video it's easier to see what you guys included as absolutely essential and which parts are more like 'yeah this would be useful info' but just reading the guideline it all could potentially be ABSOLUTELY ESSENTIAL, DO NOT MESS THIS UP FOR US! so I would be paranoid about getting the font sizes slightly off by eyeballing it without mathematical digits to scale from. I would probably just open up the page in some software and measure out the font sizes and make my own notes to work from. But if you already had some numbers to start with you could just chuck em in and save a bunch of OCD paranoid designers worrying and doing extra work haha! Just an idea though. I love the color page! and plenty of nice examples of usage to work from. This might be a very noob question, but where are the numbers Red 50 - Red 900 coming from? I'm googeling but it's telling me red 500 is a Fiat car and red 900 is a bicycle wheel... I only aware of RGB, CMYK, and hex numbers for colors so I'm super curious. Or are they just internal personal names you have given the colors?

@ahmed-elmorsy Год назад

seriously that video came in time for as i was struggling researching about brand identity and guidlines and what to include in them and so on. loved to see what a big company's brand guidlines looked like, Thanks.

@charlimarieTV Год назад

glad it was useful Ahmed!

@chelseanick Год назад

Only 30 seconds in, but just wanted to say you are SO not alone in generally disliking the brand design process. As a former manager of brand & creative at a tech company (just got laid off 😵‍💫) this was my least favorite part too! Glad to hear I'm not alone!

@charlimarieTV Год назад

I’m so sorry to hear you were impacted by layoffs (so much of that happening in tech atm!). Also glad to know I’m not alone in disliking the brand identity design process too 😅

@chelseanick Год назад

@@charlimarieTV Thank you for the kind words, Charli! I'm actually looking at this bump ion the road as an opportunity though. I've been thinking about pivoting my career towards motion design and animation for awhile, so now's my chance! :)

@karsongrady Год назад

This is great and helpful for you to share. Thank you! I am in the process of finally formalizing our brand guideline as my team grows. Holy moly it is a ton of work...

@charlimarieTV Год назад

it's SO much more work that you first think, right???

@jillswan9654 Год назад

This is amazing! The non profit I work for just created one (focussed on storytelling). It definitely needs more design context. I’m going to share this video with my team!

@deborabenard528 Год назад

The Brand guide we use in the company I work was made by an agency. But as we still do a lot of print work, they focused on this point. So as we plan to make a version for our digital supports your video is full of ideas to that I keep in mind. David and you made a great job. Maybe you could have include more exemple of a basic web page, add… all the main pieces that you usualy use. It can be useful to understand the way you build them, and as you started to do some exemple of thing that are not allowed. Thank you for sharing this project !

@charlimarieTV Год назад

Right now the agency isn't designing any web pages for us so we haven't included that in the brand guidelines!

@gibsonedu Год назад

Super helpful Charli as I'm actually going through the interview process with y'all for the social media marketing role and this is really helpful for the work I do in my current company as well!

@charlimarieTV Год назад

oh hey! Good luck for the interview process :)

@Natushi12 Год назад

So nice to know I'm not the only one who isn't a huge fan of doing brand design! Would much rather dig into creating the site and product design 🤓

@charlimarieTV Год назад

I feel you!!!!

@pilipdasamattanawin1058 Год назад

Super helpful!

@charlimarieTV Год назад

Glad it was helpful!

@rainydays2280 Год назад

Love you Marie ♥️

@charlimarieTV Год назад

My name is Charli!

@techwithulises Год назад

Gran video 👌

@charlimarieTV Год назад

gracias!

@osaroadade Год назад

I'm very interested in product images and the video talking about what David did to help would be very helpful. Thanks for the great and insightful video.

@charlimarieTV Год назад

I'll ask David if he wants to film a video with me for the next design system update!