Lexmark Style Guide

Lexmark Style Guide

Leo Burnett USA, Inc., Chicago, Illinois, 2003

Description

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.

Collections: AIGA 365: 25 (2004)
Discipline: Brand and identity systems design
Format: Corporate communication, Booklet

Credits

Design firm
Leo Burnett USA, Inc.
Creative directors
Noel Hann, Andrew Meyer, Jim Stallman
Designer
Jeremy Smallwood
Illustrator
Vito Sabsay
Production coordinators
Colleen Capola, Elyse Mitchell
Production artists
Mark Capola, John Havemann
Copywriters
Pam Mufson, Jeremy Smallwood
Printer
Johns-Byrne
Printing method
Offset
Binding method
Detachable ring binding
Papers
74 lb. Yupo cover, 25 gauge matte/matte frosted PVC
Client
Lexmark International, Inc.
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