AW 06 – Presenting, Trademarking and Style Guide

Part 1 – Presenting your brand to the client

By now, you should be in the process of vectorising your chosen logo – if you are not yet at this stage, just continue with the process and do the next part of the module assignment.

You need to consider which touchpoints the client expects to see in the presentation (take a look at the brief to refresh your memory). Make sure you have those provided to you ready to be used as mock-ups. You can also search for additional mock-ups and suggest options to the client.

You can start to think of the format of your presentation now, without having all the design pieces finished.

Prepare an InDesign file and place what you have ready in the presentation. Keep placeholders for what you still need to design. This way, you are sure about what still needs to be done in the time you have left before handing in the course assignment.

Remember, for this course assignment; you only have to choose your strongest logo with its supporting visuals and mock-ups to present. So just one option and the roll-out of the brand (no need for a second or third option). It is also up to you which extra touchpoints you want to include in your presentation.

The items that definitely should feature are:

• The logo (it is up to you how elaborate you want this part to be and if you want to include all formats and colours);
• The van mock-up;
• The bicycle mock-up;
• The coffee packaging;
• The concept for the gift packaging.

Part 3 – The brand style guide

Today you can start to plan your brand style guide. By now, you have an idea of what your logo will look like and the colours you want to use. Even though you may not have started on the designs of the various touchpoints required for this course assignment, we recommend starting with the first pages of your brand style guide, which will serve as a guide for the rest of your brand development. It is recommended to do the layout of the brand style guide in InDesign, but you can also use other software like Illustrator.

By the end of part 3, at least one or two pages of your brand style guide need to be done. Focus on the following:

• The primary logo;
• Supporting versions of the logo (horizontal/vertical/minimal versions);
• Official brand colours (CMYK, RGB, Hex and Pantone – you can use the eyedropper tool in Photoshop and convert values online from RGB to Pantone, for example);
• Official typefaces and their usage (headings, sub-headings, content text, etc.).

The rest of the brand style guide, consisting of touchpoints, may be completed when their designs are done. This task aims to give you a guideline for applying the visual elements to various touchpoints.

Here is the brand style guid that I start with