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Design Category
Brand and identity systems design, 2003
Design firm
Leo Burnett USA, Inc. (Chicago, Illinois)
Collection
(2004) AIGA 365: 25
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The problem was familiar: an international company needed consistency across their brand. A new comprehensive style guide seemed to be the solution.
First, we wanted to provide a useful tool that was both friendly and informative. Second, addressing all aspects of the brand from colors to product photography was a must, but we also added information like proofreading marks and standard envelope sizes to give it a life outside of simply displaying logo violations. Last, we chose a playful voice for the copy so that the tone of guide was not solely determined by rules and guidelines.
From a production standpoint, the guide needed to be expandable, easily accessible and, owing to its heavy use, quite sturdy. We chose to use plastics, a tear-resistant stock for the guide, and a detachable ring binding for later expansion.