Most companies have a document that tells you how to use their logo, what type face to spec, and which PMS colors to choose. But those rules are graphic standards, not brand guidelines. A truly helpful brand guide does the much more difficult job of helping you understand a company’s voice and tone; its visual sensibilities; its point of view; and the way it distinguishes itself from its competitors. Brand guides are essential, and this workshop will show you how to create one the right way.
In the days before companies relied on multiple agencies, a horde of freelancers, and in-house creative groups in multiple offices, it wasn’t that hard to turn out consistent, on-brand communications. Now, keeping everyone on the same page is a formidable task, made easier by creating comprehensive and clear brand expression guides. In this class we’ll dissect some of the better brand guides and show you step-by-step how to create one for your organization as we cover these topics:
- Tying the brand guide back to the organization’s brand position
- Writing a “manifesto” that gets across the brand’s emotional connection with its audiences
- Designing and writing a guide distracted creative people will actually read and follow
- Setting design guidelines, including typography, imagery, color, and logo usage
- Creating a copy style and usage guide
- Methods for distribution and rollout of your brand guide
Robert Zwiebel is a senior graphic designer for Hornall Anderson, the largest design firm in the Seattle area. He’s worked on a broad range of clients from mobile phone manufacturer, HTC, to Starbucks’ juice brand, Evolution Fresh. Before joining Hornall Anderson, Robert was a designer for the legendary Modern Dog Design Company. He has a BA from the University of San Diego, and a BFA in Graphic Design from Cornish College of the Arts.
You may receive a partial refund of your tuition if you drop a class or your enrollment is terminated by SVC due to lack of progress or disciplinary problems. In these cases, this is the schedule for determining the amount of your refund:
Cancellation and Refund Policy for Classes:
SVC will refund all money paid if the student is not accepted. This includes instances where a class is cancelled by the school.
SVC will refund all the money paid if the student cancels within five business days (excluding Sundays and holidays) after registration and/or an initial payment is made, as long as the student has not begun training.
SVC will retain the established $45 registration fee if the student cancels after the fifth business day after registration and/or making an initial payment.
If training is terminated after the student enters classes, SVC may retain the registration fee established under (3) of this subsection, plus a percentage of the total tuition as described in the following table:
# of Classes Attended
% Tuition Refunded
# of Classes Attended
% Tuition Refunded
When calculating refunds, the official date of a student's termination is the last day of recorded attendance:
(a) When the school receives notice of the student's intention to discontinue the training program; or,
(b) When the student is terminated for a violation of a published school policy which provides for termination; or,
(c) When a student, without notice, fails to attend classes for thirty calendar days.
All refunds must be paid within thirty calendar days of the student’s official termination date.
There is a $75 cancellation fee for no-shows and enrollees dropping a one-day workshop without a valid excuse within 3 business days of the scheduled start time as published on the SVC website.
This refund policy is in accordance with Washington State Law, 490-105-130 (RCW 28C.10.050 (1)(b)).
School of Visual Concepts
SVC helps people already in the business of marketing, branding, design, UX, and content creation fill in the gaps in their knowledge through public full- and half-day workshops and custom corporate workshops.
If you’re looking to add to your portfolio or fill in some blank spaces in your brain, you can’t do much better than SVC.
The instructors are all top-notch working professionals who bring real world and big brand knowledge into the classroom. Our thinking is that the best people to teach you something aren't teachers. So, instead of a full-time faculty, our classes and workshops are taught by working professionals. More often than not, these are people at the top of their game, not wannabes or used-to-be-best. The connections you'll make with these pros can sometimes be as valuable as the material they'll teach you.
All this happens in an environment of friendliness, helpfulness and encouragement. Might this have something to do with the fact that 99% of SVC students say they’d recommend us?
We’re 100% certain that it does.
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