Project Brief
Starting from a logo provided by the Art Director of this major company, I was responsible for developing a comprehensive branding guideline, with the goal of building a clear, consistent, and visually strong brand identity.
The process included defining the visual values of the brand, the technical construction of the logo, its variations, correct and incorrect usage, as well as the selection and application of typography, color palette, and grid system. Each element was carefully crafted to ensure a cohesive visual presence across all platforms.
I also proposed a visual direction for iconography, exploring styles and potential applications that aligned with the brand’s identity, though not creating them from scratch. In addition, the guideline included visual examples for advertising materials, social media assets, and corporate presentations, providing the creative team with a clear visual reference.
The final result was a practical and strategic tool designed to help the design team maintain a brand that is aesthetically consistent, visually appealing, and easily recognizable across all touchpoints.
Mission and vision
Brand values
Primary version
Variants
Correct usage
Incorrect usage
Logo construction
Clear space (safe zone)
Minimum sizes
Primary brand colors
Secondary/support colors
Color codes: Pantone, CMYK, RGB, HEX
Primary typeface (for headlines)
Secondary typeface (for body text)
Web-safe or system font alternatives
Recommended image types
Tone, filters, framing
Examples of correct and incorrect imagery
Iconography
Shapes, patterns, textures
Decorative or supporting elements
Social media assets
Print and digital advertising
And more…