Subscribe to the Blog with or | Post Updated: September 14th, 2016 | First Published: October 22, 2015
Posted by: Graham Smith in Categories: Brand Identity, Designer Spotlight, Logo Guidelines
Beano Brand Guidelines Designed by Wayne Hemingway
Theses Beano Brand Guidelines is a serious flashback to some sweet childhood memories! I was an avid Beano reader, and was a member of the Beano fan club with some cool dudey membership items that I can't properly remember now.
Although the notion that i'd be a graphic designer way back then wasn't yet permeating through my cortex, I was drawing and painting on long rolls of Dad's wallpaper backing, and often trying to copy various comic character strips.
I forgot the joy and excitement waiting for the next Beano just drop through the door with my Dad's newspaper, such excitement.
I's simply magical to see these Beano Brand Guidelines, designed by Wayne Hemingway surface on the web. I have pulled out a few of the pages from the Beano PDF which you can view in full over on Design Week's Beano post
Subscribe to the Blog with or | Post Updated: September 14th, 2016 | First Published: December 6, 2013
Posted by: Graham Smith in Categories: Brand Identity, Designer Spotlight, Logo Guidelines
Excellent. Just excellent. Simon Grover over at Quietroom sent me a note earlier. In that note was a message telling me they have been busy foraging around gathering updates for The Santa Brand Book, something they previously won accolades and hugs for given it's importance to us all.
*Santa* is a Concept, not an idea. It's an Emotion, not a felling. It's both Yesterday and Today. And it's Tomorrow as well.
We now have, thanks to Quietroom, a new and updated version of the Santa Brand for AD 2013 with 15 pages of: Santa trivia, identity guidelines, stats, graphs and venn diagrams. It's a compelling read, and I now have a much broader appreciation of the structure and personality of Santa's brand. This can only be a good thing as we roll ever closer to Christmas 2013.
Go and check The Santa Brand Book: The AD 2013 edition, over at: http://www.quietroom.co.uk/santa_brandbook
*Santa* winds infinite Possibilities around finite Limitations to evoke the essence of invention and the Odour of Nostalgia. It has the complexity of Simpleness and the Simplicity of complexitiveness."
Subscribe to the Blog with or | Post Updated: September 14th, 2016 | First Published: September 21, 2012
Posted by: Graham Smith in Categories: Logo Guidelines, Resources
8 Page Logo Specification Book Template for Download
Along with my other freelance logo design guidelines, and specification templates, available to you, I now have added this 8 page logo sheet and style guide as a downloadable template.
The 'grape' logo is a current project I am working on, and so these guidelines have been designed specifically for the client. It's not fully complete as I have yet to add details on the stationery, further info on how the logo can be used etc, but these eight pages provide the main details.
This freelance logo design guideline template is a little different to my previous ones, as it incorporates a page of iOS application icons which go hand-in-hand with the project, more info on the typefaces as well as providing a final artwork logo sheet.
I have also summarised the seven main pages of logo, typestyle, colour and icon guidelines into a One Page Summary as a convenient extra for the client.
I have removed all instances of the 'grape' logo from the template, and replaced the icons with black placeholders. I realise it then looks a little naked, but just used the guidelines I had in place as positional to place your own logo, and then adapt those guides as needed.
It's more about just being able to provide you with something to get you a head start in you own project. This should all still provide you with a sound base to adapt your own logo sheet and guide from. You can download the template from the following link.
All fonts have been converted to outlines and I have provided both .ai and PDF versions. If you require another format, then please drop me a line in the comments and I'll see what I can do for you.
Hope you might find it useful.
Subscribe to the Blog with or | Post Updated: September 14th, 2016 | First Published: August 31, 2012
Posted by: Graham Smith in Categories: Brand Identity, Famous Logos, Flickr, Logo Guidelines
Some logos, NASA's included, should never have been retired. Some logos, NASA's included, were designed with such skill that they could have gone on and on and on and on.
I am still in awe over this version of the NASA logotype, and I always will be.
There are some other NASA logo posts elsewhere in my archives, like this post right here: Updated: NASA Brand Identity Guidelines 1976 which is really rather cool in itself, but the purpose of this little post is to kindly draw your gaze over to ThisIsDisplay.org where there is a lovely piece on The NASA Design Program:
The National Aeronautics and Space Administration Design Program is a modernist vision for an optimistic future. The logo (often referred to as the “worm”) evokes qualities of unity, technical precision, scientific capabilities and uniqueness. Reduced to its simplest form; the one width, continuous-stroke letters are as contemporary today as when the logo was first introduced by Richard Danne (Design Director) and Bruce Blackburn (Designer) at Danne & Blackburn, New York, NY) more than 37 years ago. How then, in 1992, after 19 years, did such an emblematic design program for a future-oriented Federal Agency be dropped for it’s previous (now current) Insignia (the “meatball”)? What follows is a heartfelt personal account from Mr. Danne on the obstacles and achievements of one of the century’s most important and widely published design programs.
In case you don't like reading, and subsequently don't reach the end of the page, there is a link that will take you to Display's Flickr Set where there are millions more NASA identity design images.
Subscribe to the Blog with or | Post Updated: February 2nd, 2012 | First Published: February 2, 2012
Posted by: Graham Smith in Categories: Logo Guidelines
FedEx Brand Identity Quick Reference Guide is a nice little PDF covering the most basic of brand guideline advice for the FedEx range of logos.
What I do find most interesting is finally being able to nail down what version of red, blue—I mean purple—are the official FedEx colours.
K Download FedEx Brand Identity Quick Reference Guide
Subscribe to the Blog with or | Post Updated: May 9th, 2014 | First Published: January 5, 2012
Posted by: Graham Smith in Categories: Logo Guidelines, Portfolio
This is a continuation of an existing logo and brand identity redesign project for Abacus Insurance Brokers. Abacus was the first American online insurance brokers and the rebrand is part of their continued motivation with the company. I also created the tag line for the new Abacus logo.
The images above show the start of the brand identity guidelines, and specifically focus on the general usage of the Abacus Insurance logo.
We have logo versions for: interior and exterior signs, website header, stationery and print design, a short/mini logo and just the logo mark with/without a boxed container. The contained version being used as website favicon and social media profile image,
For ease of use, and visual continuation, the right side of the logo specification sheets share common information for: typeface choices and colour palette. The top-left displays each of the logo variations.
This is not the end of the project as we are still working on aspects of the redesign with the design taking a semi organic, adaptive and evolutionary process. The creation and format of the brand guidelines have taken a more modular form where additional designs and sheets can be added, with ease, into a binded folder.
I will continue to post updates as and when they are ready.
An image strip (above) showing how the Abacus logo mark came to be
This image (below) shows a few design ideas for branding of one small part of the identity: golf balls.
Subscribe to the Blog with or | Post Updated: December 30th, 2015 | First Published: January 1, 2012
Posted by: Graham Smith in Categories: Brand Identity, Famous Logos, Flickr, Logo Guidelines, Photography, Resources
CN Logo Designed by Allan Fleming & CN Brand Guidelines
Been meaning to do a nice little post on the CN logo by Allan Fleming as it's close to being one of the most prestigious of brand marks ever. Since my previous post on the British Steel logo designed by David Gentlemen I became more inspired, and motivated, to do my own CN logo post.
My plan was to try and find alternative imagery for the CN logo as I know many websites have already covered, mentioned and referenced the CN logo. In my search over the last few days I have come across some fine websites that have done a great job of cataloguing the CN logo in a similar way to what I had planned myself.
This post will include some of the imagery and appropriate back-links to the originating website.
Hope you enjoy.
Allan Fleming (left) with Charles Harris at the launch of the CN logo in 1960.
CN Logo Resource Credits
The most notable of these websites that I viewed is The Canadia Design Resource which first posted details on the CN logo & brand back in 2006.
A detailed history on how the CN logo came to be can be read over at a rather tired looking About the 1960 CN logo. Although not a pretty web page by todays standards the information contained will provide you with all you need to know about the CN logo. It's a must read.
One of the more comprehensive websites that has covered the CN logo in detail is DesignKultur: Tracing the Evolution of the CN Logo : 50th Anniversary 1960–2010
The Centre for Contemporary Canadian Art holds a number of photographs and scans of Allan Fleming's work for CN, and some of these images I have used in this post. If you navigate to Resources and then do a keyword search for Allan Fleming…
The gorgeous photographs of the CN train towards the end of this post can be obtained by visiting the official CN website and navigating to their Image Gallery where you can download very high resolution photographs.
Allan Fleming standing in front of a CN boxcart.
About the 1969 CN Logo
The following select paragraphs are just a few I have lifted from About the 1960 CN logo.
Allan Fleming's CN Sketches
The following images charts the progress of Allans idea process showing just how wild logo sketching can be.
From these early sketches iconic logos arise.
CN Logo Flickr Set
Nice little selection of old and new CN related photographs, including the old Canadian National Railways logo below.
Official CN Photography Library
Visit the CN website and navigating to their Image Gallery where you can download very high resolution photographs.
The CN Logo & Brand Guidelines
To wrap up here are the CN Logo & Brand Identity Guidelines which you can download as a PDF.
Subscribe to the Blog with or | Post Updated: May 9th, 2014 | First Published: December 7, 2011
Posted by: Graham Smith in Categories: Logo Guidelines, Resources, Web Design
It can be all to easy to assume that style guides are only for logo's and identities, but as Anna Debenham points out over on 24Ways.org—this is an excellent website that runs for the first 24 days of December with web based guest articles on all manor of web themed topics—that many websites may require, or would benefit from, a detailed front-end style guide.
Detailed and complex identity projects usually benefit from an identity style guide; this is to ensure that anyone who might be hands-on with the identity can ensure that their creative input is consistent, and within the scope of the original brand design.
So given the often detailed and complex CSS style structures of many websites it then makes sense that a front-end style guide is also created. This would be to ensure that any further application of the website design is within a pre-defined style.
No ones likes to see anything they have helped create suffer at the hands of people who don't have these guidelines to follow. If you care about how your work is handled when you are not there to supervise then creating a one of these front-end style guides will be a huge blessing.
Read the original article over on Front-end Style Guides
If you enjoy looking through brand identity guidelines then you will likely find this post useful: Bulging Sack of Brand Identity Guideline Resources
Subscribe to the Blog with or | Post Updated: June 1st, 2017 | First Published: November 6, 2011
Posted by: Graham Smith in Categories: Logo Guidelines, Resources
Ever since laying eyes on Evernote I have been a huge admirer of the logo design. The particular shape of the elephant with the folded back ear reminiscent of a document icon, or a folded page in a book, oozed brandability.
It's actually right up there as one of my favourite logos of all time. That might surprise a few of you, but I always felt that this was a perfect mix of style, colour, detail and meaning as well as being totally flexible in it's universal application.
The Evernote logo is a perfect example of everything done right to cater for many possible variations of physical and digital requirements. There is not one application I have seen where the logo fails to fit perfectly all the way from the 16px favicon, the browser extension icons in both colour and mono, the iOS icons, Macintosh dock icon and so on and so on.
The Evernote logo is also a perfect example of a mainstream online brand identity to study.
Since starting LogoStack I have been curious to find out the origins of the Evernote logo, and for a while kept drawing a blank on who/whom was responsible.
Then today the answer was given to me by a few people due to a relatively recent Evernote Trunk Conference Youtube video, uploaded September 2011.
So thanks to ElephantChannel for the tweet that put me in exactly the right spot to get all the information I needed.
Icon to Interface - Evernote Trunk Conference
In this post I have added a few images which I grabbed from the following YouTube video which I would strongly urge you to watch in it's entirety.
It's close to 45 minutes long and covers the initial scope of logo ideas, in-depth reasoning, logical and practical considerations of implementing the Evernote logo/icon across the entire brand identity.
For any one interested or actually works on logo and icon projects targeted towards web applications and mobile devices then this is a must see. If you also want to get a behind-the-scenes run down of the creative process of such an iconic brand then this is it.
In the video we find out who lead the creative team responsible for the logos creations which is Gabe Campodonico, Creative Director at Evernote. In this instance Evernote's brand identity was totally created in-house.
I watched it this afternoon and will be returning back to watch it again as some of the pointers are simple, common sense thoughts yet that can be often forgotten.
Watching this video is a nice kick up the ass to not forgot the simple stuff that can make or break a project.
You get to see some of the initial logo ideas and explorations.
Then once Evernote settled on the core idea of an Elephant you get to see the variations they considered before settling on the final choice.
As well as a run through on the importance of owning a colour and style so that it shines above the many other applications and icons.
An interesting snip of information is that the creative team took just 6 weeks form start to finished logo design which is really quite incredible.
I am so genuinely pleased to have finally discovered the origins of the Evernote logo, and after watching the video have walked away with more than a few pointers and reminders about the creation and origination of solid logo and icon designs.
If you like all things brand identity then I have quite a meaty collection of guidelines and resources you might like: Bulging Sack of Brand Identity Guideline Resources
Evernote Brand Guidelines
To finish this post up Evernote has a nice section on their website, Evernote Trademark Use, which details all the technical and legal information regarding the use and referencing of core aspects of Evernote's visual brand identity.
Download the Evernote Brand Guidelines
Subscribe to the Blog with or | Post Updated: May 9th, 2014 | First Published: October 5, 2011
Posted by: Graham Smith in Categories: Books, Logo Guidelines, Resources, Vintage
I love me some Brand Identity Guideline Resources and you will see that in the past I have featured a variety of such brand book guidelines covering:
I keep searching for other prime examples of branding books, corporate guidelines, identity guides, and through out these searches I often stumble across some nice examples, but not examples that provide the WOW factor.
The WOW factor is more of personal opinion rather than a scientific method of assessing WOW from NON-WOW, but usually based on what I also feel other people will take note of.
The Bulging Sack of Brand Identity Guideline Resources is a collection of branding and identity guidelines resources that I have collected over time that will hopefully keep you busy for a short while. A few are a few years old, and you have likely seen around, but I also think a few could be new to you.
Massive thanks [email protected] reaching out to me, and sending me CISCO, Best Buy and Ford brand guideline.
Bulging Sack of Brand Guideline Resources
The Oxfam Brand Book
Download The Oxfam Brand Guidelines
The Jamie Oliver Brand Book
Download Jamie Oliver Brand Guidelines Book
New York City Transit Authority Graphics Manual
View more photos of the New York City Transit Authority Graphics Manual
Found via Swiss Legacy
The Best Buy Brand Book
Download the Best Buy Brand Guidelines
The Ford Brand Book
Download the Best Buy Brand Guidelines
The Barbican Brand Guidelines
Download The Barbican Brand Guidelines
Found via AisleOne
The FearNet Brand Book
Download The FearNet Brand Book
The Easy Group Brand Manual
Apple Identity Guidelines
Download Apple Identity Guidelines
The BBC GEL Styleguide
Download the BBC GEL Style Guide
Seagate Corporate Style Guide
Download the Seagate Corporate Style Guide
Vintage McDonalds Specification Manual
View more on Vintage McDonalds Specification Manual
The Propellerhead Brand Manual
Download the Propellerhead Brand Manual
The F-Secure Brand Identity Guidelines
Download the F-Secure Brand Identity Guidelines
The Skittles Brand Book
Other Brand Guideline Resources
So as well as all those don't forget I have featured the following brands on imjustcreative: Skype, I Love New York, FourSquare, Adobe, Sony Vaio, CISCO, Santa Claus, The Nazis and even Vintage NASA (part 1 & part 2).
Buy a Brand Book?
If you have some spare dosh you could head over to Blanka and buy some printed brand books with brands such as First Direct, Barbican and RAC.
Brand Guideline Links
Designing Style Guidelines For Brands And Websites - Smashing Magazine
Guidelines And Standards Manuals - IdentityWorks
Brand Identity - Computer Arts
List of Corporate Brand Guidelines - DesignersTalk
Single Page Logo Guideline Template - imjustcreative
Four Page Logo Guideline Template - imjustcreative
Online Brand Guidelines
Some companies don't feel the need to create a brand book and so create a simpler online version. Penguin Logo Guidelines is one such example.
Brand Guideline Books
These are a few books on brand identity that I can highly recommend after having read them myself.
Book Overview: Brand Identity Essentials by Rockport
Logo Design Love by David Airey
Designing Brand Identity byAlina Wheeler
Wally Olins: The Brand Handbook by Wally Olins
On B®and by Wally Olins
The New Guide to Identity by Wolff Olins
Bonus Branding Book
The Pepsi brand book is really good for a giggle. Have to wonder what planet the design team/person was on when this was conceptualised, but regardless of home planet they certainly have a wicked sense of humour. Practical joke time.
Download the Pepsi Brand Book
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The Logo Smith: Logo Designer & Brand Identity Design Studio, with 25 Years Experience,
in Cahoots with, The PR Room - Public Relations Agency: Tech, IoT & Smarthome PR Services.
Graham Smith: 10 Badgers Copse, Seaford, East Sussex, England.
Tel: +44 (0) 7816 527 462 - Email: [email protected]