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SFFI Naming and Branding Russ Klusas

SFFI Naming and Branding Russ Klusas

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Published by Founder Institute
Russ Klusas - Design
Russ Klusas - Design

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Published by: Founder Institute on Dec 03, 2013
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02/17/2014

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Brand & BRadning

Founder Institute 2013
Founder INstitute Selling More Than Sales
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Style Guide
A style guide (or manual) is a set of
standards for the writing and
design of materials for a specific
product or organization.
Founder INstitute Selling More Than Sales
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Style Guide
An investment you make so that
you don’t have to think about /be
distracted by branding on a day-
to-day basis.
Founder INstitute Selling More Than Sales
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Customer
Who is your customer? What kind
of colors/voice/style do they
respond to?
Wh a t c o l o r wo u l d a b r a n d f o r e nv i r o n me n t a l i s t b e ?
A s i t e f o r n e w mo ms ?
Do r k y t e e n a g e me n wh o p l a y Wa r c r a f t ?
S a me q u e s t i o n , b u t f o r v o i c e ? Gr a p h i c s ? e t c .
Founder INstitute Selling More Than Sales
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Voice
More than a specific words and
phrases, your brand voice is the
tone in which you speak to and
connect with your customers?
Founder INstitute Selling More Than Sales
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Voice
"Car-rental companies, like libraries, trust customers to use the borrowed
goods for their intended purpose instead of planting them strategically
throughout the home to impress potential dates."
Founder INstitute Selling More Than Sales
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Voice
Have one person from your company write all customer-facing
communications.
Co l o r T h e o r y ?
L e a r n . Bu t d o n’ t r e i nv e n t t h e wh e e l .
Founder INstitute Selling More Than Sales
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Colors
hups://kuler.adobe.com
hup://colorschemedeslgner.com/
hup://www.colourlovers.com/
hup://colllor.com/
hup://www.checkmycolours.com/
Founder INstitute Selling More Than Sales
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Logo
If you don’t know what a logo is
then please pick up your stuff and
go home.
Founder INstitute Selling More Than Sales
Major choice:
Will you have a mark, typography or both?
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Founder INstitute Selling More Than Sales
Things to keep in mind with logos:
How will it print?
How much will it cost to print?
How will it look in black and white?
How will it look very, very small?
How will it look very, very big?
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Founder INstitute Selling More Than Sales
Russ’ Guide to Logo Development
0. Research
1. Pay $300 and run a contest on 99Designs. Why?
1b. Research/Competition - Should be done by now
2. Make some decisions
3. Try to “break” your logo. “It won’t work if...”
4. Run a second contest on 99Designs. Be very specific about what ou
want.
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Founder INstitute Selling More Than Sales
Fonts
Þlck 2.
Cne for your headers.
Cne for your body.
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Founder INstitute Selling More Than Sales
Fonts
Þlck ones LhaL are free and
web frlendly.
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Founder INstitute Selling More Than Sales
Fonts
hup://www.google.com/webfonLs
hups://LypeklL.com/
hup://www.myfonLs.com/
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Founder INstitute Selling More Than Sales
Graphics
High resolution images? Cartoon?
Skeuomorphism? None?
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Founder INstitute Selling More Than Sales
Graphics
hup://behance.neL/
hup://drlbbble.com/
hup://www.lsLockphoLo.com/
hup://www.shuuersLock.com/
hup://www.geuylmages.com/
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
Founder INstitute Selling More Than Sales
Web Layout
hup://www.cssawards.neL/
hup://www.csswlnner.com/
hup://drlbbble.com/
hup://pauernLap.com/
hup://www.slLelnsplre.com/
hup://ul-pauerns.com/
hup://konlgl.com/
hup://pauernry.com/
hup://konlgl.com/
Mobile Layout
hup://purns.com/
hup://www.moblle-pauerns.com/
hup://lnsplred-ul.com/
Style Guide
Customer
Voice
Colors
Logo
Fonts
Graphics
“ Go o d a r t i s t s c o p y, g r e a t a r t i s t s s t e a l . ”
P a b l o P i c a s s o
speak(geek) User Experience
Questions?
Russ Klusas
rklusas@gmail.com
815-603-5101

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