- The standards manual is the right tool for designers,
marketing directors, and outside creative agencies.
It gives the end user the tools
to follow the identity system and brand message.
It's also great for the internet audience
to understand the guidelines,
but the external audience, civilians and non-designers,
don't really care about the clearance space around a logo.
For them, a brand vision book explains the brand
in less technical terms and is more compelling.
A brand vision book is less a usage manual
and more of an overview of the brand's history,
ideals, goals and message.
It's a sizzle reel to help the reader understand
what the brand is about and what it does.
In fact, many firms also create an actual motion piece
that helps clarify the brand.
For now, let's stick with the physical,
that the reader can hold and touch.
Like the standards manual, a vision book can be any format.
There are books that are as small as a Post-it Note
with 200 pages, or a group of publications.
I've seen some that are newspaper-sized.
The less it feels like a dogmatic document
of rules the better.
Again, the goal is to seduce the viewer
and help them understand the brand.
The information should be exciting and engaging.
The book can serve as a communication
for potential employees, the media,
stockholders and other partners.
Since people respond to images more
and less to large blocks of text,
I liberally use images to explain an idea.
Rather than stating, "We care about people," in text,
show an image of people interacting.
It's best to never say you're smart, caring,
cool or whatever.
Demonstrate it with the attitude or facts that support this.
Information such as a timeline or a history of the brand
that demonstrates the values with accomplishments
is a great approach.
Rather than using multiple paragraphs,
explaining the brand, do it with text,
like quotes from the CEO or founder,
or find other pieces of information that support the vision.
Brand vision books work best if they are varied,
this isn't a manual.
So design every spread like its own poster.
Add as many pages as you need to make the publication
more of an experience than basic information.
Run an image over an entire spread for effect.
Use the space generously.
You're also using the elements of the identity system
to design the vision book.
This reinforces the visual connection
between the brand's strategy and identity system.
It also demonstrates how the system
can be applied successfully.
The images should match the content and style
you've specified for the system.
Stick with the colors and typefaces also.
You want the viewer to be excited about the visual system
and understand why it communicates the brand message.
The vision book is a place to let your hair down
and have fun.
Nobody wants to work for a company
that is dull, uptight and rigid.
Even the stuffiest professions need to communicate
their brand message in an exciting and dramatic way.
Let the book be an overly excited cheerleader for the brand.