BRAND MANUAL: DESIGN REQUIREMENTS

Brand
Personality

Brand Identity

Brand Story
The articulation of a
brand as a narrative; a
coherent set of
messages that
articulate the meaning
of a brand

The outward
expression of a brand,
including its
trademark,
communications, and
visual appearance

The character of a
brand defined in
human terms.
Ex.:
Virgin Airlines=
irreverent
Chanel = refined

DESIGN

COMMUNICATION

DESIGN

Aesthetics

&

Voice

&

Look & Feel

Marketing Aesthetics:
We need to determine the principles behind every visual element well be
using to enhance the feelings and experiences of our audience.

DESIGN

Brand Voice:
A brand is not only building an identity system: we need to pin down the
values and impact we want to generate in our audience.

Look and feel:

The sensory experience well need to maintain in every communication.