The Sony Vaio Brand Identity Book & Guidelines has actually disappointed me a great deal. Before I downloaded the PDF I had envisaged a visual delight of branding do's and don't, but instead it feels really rather dull, uninspiring, awkward and poorly designed.
I totally get that designing and creating these guidelines is a hugely complex and time consuming task that brands such as Adobe, Skype, I Love New York, FourSquare and even vintage NASA (part 1 & part 2) can demonstrate.
Previous examples of branding guidelines have typically been created with care, passion, attention to detail as well as the realisation that the brand guidelines also represent the brand that the brand book is attempting to keep on the straight and narrow.
When a stunning laptop such as the Sony Vaio has a brand book that looks as tired as this one does it really is a shame. Adobe had a monumental task on their hands with their brand book given how many sub brands, applications, icons, logos, logo types are in use at any one time yet they still have taken care with the overall presentation of this valuable book.
The best pages are the colour specifications only because of the lovely range of blues neatly laid out on the page.
The most interesting aspect of the Sony Vaio brand is the meaning behind the Sony Vaio logo. As it happens I have a post about that as well: The Meaning Behind the Sony Vaio Logo
Maybe I have been spoilt with some stunning previous brand guidelines and need to look past the layout, and focus more on the presented information? Yet—I still come back to thinking—the presentation is just as important as the information when you are talking about brand guidelines? Or not.
Download the PDF of the Sony Vaio Brand Identity Book & Guidelines
The meaning behind the Sony Vaio logo. I always find things like this super interesting. Came across this example on a Tumblr, but have re created the artwork.
Update thanks to M Haidar for his comment reply. So if I had used my brain as M Haidar had, and took a quick journey to Wikipedia I would have found out the following:
VAIO (/ˈvaɪ.oʊ/) is a sub-brand used for many of Sony's computer products.… The branding was created by Timothy Hanley to distinguish items that integrate consumer audio and video with conventional computing products… The VAIO logo also represents the integration of analog and digital technology with the 'VA' representing an analogwave and the 'IO' representing a digital binary code.
It's all to easy to let things like this slip under the radar; the FedEx logo is one of the most well-known secret meaning logo "aha" moments.. How many other well known brand logos have meanings like this that we are not aware of? This is why I find me job of logo designer so fascinating, and often quite unpredictably rewarding.
Originally found Science Behind Sony Vaio