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Use This Handy Asset Checklist For Branding or Rebranding

The exciting thing about branding is starting a new identity from scratch. In the case of rebranding, it’s giving something old and tired a new lease on life.

What’s not quite as fun are the million-and-one fiddly details that go into the exercise.

Stuff like:

  • Are the design team and me talking about the same thing? Like, is a stacked logo a square logo?
  • Are we covering all the items we truly need? Are we forgetting some that are actually important or, conversely, overdoing it and thereby incurring more expense?
  • Are we all on the same page about approval circuits and building in approval time before launch?

There are many excellent and free branding brief templates to furnish your agency or designer, such as this one from FreshSparks. What’s not so common is a laundry list of all the assets that should be covered by the process. A list sets the foundation for budgeting, timing and organizing. A list grounds you.

So here’s my version that I’ve used several times, from rebranding a 44-country international firm to creating a brand new identity for a digital agency. You can download it as a Word doc as well.

It’s a rare case where all items on this list will be checked off. B2B companies would require more of the digital templates while an e-commerce outfit would need a fuller range of ad formats. Feel free to adjust as necessary.

Logo/brand mark

Tesla logo guidelines

Tesla’s brand guidelines specify the amount of clear space required around the brand mark, as well as where it should appear. For example, the logo should never be placed on a highly patterned background or photograph is

  • Landscape
  • Portrait
  • Square/stacked
  • Black and white
  • Reverse
  • Favicon

Files should be in as many formats as possible: JPG, PNG, EPS, AI. Include sizes that can be used for larger formats such as outdoor signage and as small as a favicon. The wide range of measurements will test the skill of your designer, as the brand mark has to look good at 16px (a favicon’s size) as it would wrapped around the side of a building.

Fonts

Beats By Dre typography example

Beats By Dre’s typography embodies its brand: Solid and contemporary, almost masculine.

  • Serif
  • Sans serif

A normal number of fonts to start with would be two, a serif and a sans serif that complement each other. Depending on the brand’s needs, you may also want to commission a script or another distinct font for headlines.

Exercise good sense in choosing fonts. The more fanciful or rare ones require a license which can be cost-prohibitive when purchasing it for multiple users.

In addition, clients who do not have these fonts in their systems will find that any documents you sent them have defaulted to Times New Roman or Arial, not to mention the formatting has all gone off. Remember that Google Fonts are good looking and free!

Color palette

AirBnb color palette

AirBnB’s color palette has 9 shades but 6 shades is a good number to start with.

  • Dominant color 1
  • Dominant color 2
  • Accent color 1
  • Accent color 2
  • Accent color 3
  • Accent color 4

Picking brand colors must be one of the most enjoyable parts of a brand exercise. If you want to play around with colors yourself, have a go using these tools.

Digital templates

Future Prospect Powerpoint template

From cover slide to bullet styles, your PowerPoint presentation should be consistent with your brand. Future Prospect PowerPoint template by Jumsoft.

  • Letterhead
  • PowerPoint or Keynote presentation
  • PowerPoint or Keynote charts – Pie, bar, stacked bar, line, etc.
  • Infographic
  • Icons
  • One-page brochure
  • White paper
  • Invoice
  • Receipt
  • Email signature
  • House ads – Leaderboard, mobile leaderboard, wide skyscraper, large rectangle, medium rectangle, billboard

Digital templates are the workhorses of your brand asset library. In the absence of guidelines, users tend to put their own creative stamp on common documents. Nip these in the bud by providing a full spectrum of branded applications.

Social media assets

Aman Instagram account

Aman’s Instagram account is serene and luxurious, just like the resort company itself.

  • Headers – Facebook, Twitter, Instagram, Pinterest, LinkedIn
  • Profile photos
  • Social ads

Normally social media assets are cobbled together internally by the marketing or social media team. If so, it never hurts to run mockups by the brand steward or designer to gauge brand cohesiveness. Future iterations can then be created with pointers in mind.

Stationery

Jukebox Print cards

Print can be a surprisingly strong way to anchor your brand. Cards by Jukebox Print.

  • Business card
  • Letterhead
  • Letter envelopes
  • Window envelopes
  • Catalog or document envelopes
  • Invoice
  • Receipt
  • Note card or compliments slip
  • Presentation folder
  • Mailing label
  • Brochure

We like to think that print has gone the way of the mastodons, but marketers are discovering that in the mad rush to go digital, emptier mailboxes mean better opportunities to showcase your brand. Did you know that direct mail as a percentage of all mail went up in 2016? And never underestimate the power of the humble receipt to carry brand messaging.

Corporate signage

Slack offices Toronto

Lobby signage doesn’t have to be boring. Slack offices in Toronto, courtesy of Office Snapshots.

  • Lobby signage
  • Directional signage
  • Glass vinyl graphics
  • Exterior signage
  • Event signage

Think of signage as another canvas for your brand. How can you use that space to communicate your brand’s key attributes?

Trade show assets

Ray Ban tradeshow booth

This Ray-Ban tradeshow booth certainly turned heads at an ophthalmology conference in Milan. Photo courtesy of Trive Digest.

  • Retractable banners
  • Trade show booth
  • Table drapery

Apart from their networking benefits, conferences and trade shows are prime opportunities to build brand awareness. You may not have the budget of Ray-Ban in creating a stunning booth, but never underestimate how a well designed retractable banner can stop traffic.

Other applications

New York Post gummy bears giveaway

People are still talking about this bucket of gummy bears that the New York Post gave away during Advertising Week 2014.

  • Branded premiums
  • Branded attire
  • Vehicle wrap
  • Photography
  • Other application 1
  • Other application 2

Want to make this list yours? Download it as a Word document.

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The Little Black Dress And 9 Other Innovations Credited To Coco Chanel

August 19 marks the 135th birthday of Coco Chanel, the milliner-turned-fashion designer whose style ethos remains uncannily modern year after year.

Everyone is familiar with Chanel, the brand, but not everyone knows that the house’s founder was behind some of the 20th century’s most iconic classics. Below are just 10 of these innovations credited to Coco Chanel.

1. Dropwaist dresses

Marion Morehouse

A Chanel-clad Marion Morehouse, the third wife of poet e.e. cummings, photographed by Edward Steichen in 1926. She was said to be the first true supermodel.

At the turn of the 20th century, women’s fashion was both ornate and uncomfortable. Hats were enormous, embellished with flowers, feathers and gauze. A stylish silhouette meant corsets maids had to lace one into, whaleboned bodices and triple-strapped pointed shoes that could only be fastened with a button hook. Walking was a struggle with yards of fabric getting entangled in legs.

In 1916, Chanel debuted a new silhouette that was positively rebellious. Her dresses were shorter, revealing a woman’s ankles, and had no waists. Instead, there was a scarf or belt that was loosely tied at the hips, making corsets obsolete and allowing women to breathe free.

Chanel reportedly said ‘I gave women’s bodies their freedom back’, but ironically the dropwaist dress gave rise to a different, equally tyrannical species of shapewear. Breast-binding bras came into vogue as women tried to achieve the sleek, lithe profile necessary to carry off the ‘charming chemise’, as American fashion editors called it.

2. Bobbed hair

Chanel's bobbed hair through the years

Chanel sported a bob pretty much throughout her life. Photos from Chanel and Her World by Edmonde Charles-Roux and A Matter of Style by Valeria Manferto de Fabianis.

In 1917, Chanel adopted the polarizing haircut that took the female world by storm when Irene Castle had her hair shorn. Bobbed hair was a radical departure from the long tresses of yore. It was frowned upon by the older generation, who assumed that women with bobbed hair were ‘fast’ and disreputable. Flappers took to it as they took to the drop waist dress, driving and smoking.

Chanel stuck to her signature hair style throughout her life, accenting it with head gear like cloche hats, berets and ribbons. A bob was liberating, modern and a very visual break from the past, themes that were consistently reflected in Chanel’s fashions.

3. Trousers for women

Coco Chanel 1929

Coco Chanel and her friend, opera singer Marthe Davelli in trousers, circa 1929. Photo from Chanel and Her World by Edmonde Charles-Roux.

If bobs were polarizing, women wearing pants was an outrage in Chanel’s younger years.

As early as 1912, Chanel was wearing jodhpurs that she had borrowed from a groom and copied by a tailor. At that time, women who rode horses did so wearing their long hair fully coiffed under a top hat, clad in society-approved apron skirts that concealed breeches. They also rode side saddle, as befitted ladies of good breeding.

Chanel had started wearing sailor’s pants in Deauville, where she opened a boutique in 1913, as a modest alternative to the cumbersome swimwear of the Edwardian era. At the cusp of the 1930s, Chanel introduced trousers for women that were loose and elegant, yachting pants as they were soon to be known.

4. The little black dress

Chanel little black dresses

The little black dress that started it all in 1926 and Chanel working on its reincarnation in the 1950s. Left photo via Chanel and Her World by Edmonde Charles-Roux and right photo from A Matter of Style by Valeria Manferto de Fabianis.

Arguably the most famous little black dress would be Audrey Hepburn’s Givenchy sheath in Breakfast at Tiffany’s. The distinction of creating the little black dress in the first place though, belongs to Coco Chanel.

The illustrated black dress on the left was featured in Vogue’s American edition in 1926. The magazine predicted that this sheath of crepe de chine would become a uniform for women, a concept that was radical in itself. Vogue argued that one would not hesitate to buy a car that looked similar to other cars on the road if it was known for its quality. ‘Here is a Ford named Chanel,’ Vogue said.

The reception to the little black dress was as divisive as drop waist dresses, bobbed hair and pants on women. Male journalists bemoaned the loss of bosoms, waists and bums. Two more Chanel LBDs were featured in French Vogue in 1927, both dropwaist, knee-length and sleeveless, spurring one of the biggest names in fashion then, Paul Poiret, to utter his most famous lines:

‘What has Chanel invented? Poverty de luxe. Formerly women were architectural, like the prows of ships, and very beautiful. Now they resemble little undernourished telegraph clerks.’

5. Costume jewelry

Verdura cuffs for Chanel

Original Verdura Maltese cross cuffs from 1930 created for Chanel. Photo from Vintage Jewelry Design by Caroline Cox.

With the advent of the little black dress, a new canvas was born that begged for adornment. Wearing full-on jewels though was a hallmark of the past; Chanel’s brilliant idea was to use glass instead of real gems. One of the quotes attributed to her on the subject was ‘I love fakes because I find such jewelry provocative, and I find it disgraceful to walk around with millions around your neck just because you’re rich.’

Chanel’s boutiques started selling fake jewels in 1921, but really came into their own when the designer collaborated with Maison Gripoix, a firm known for its glass jewelry. The poured glass gems were striking, designed to evoke different stylistic periods from Byzantine to Art Deco.

One of the most recognizable costume jewelry pieces made for Chanel were the Maltese cross cuffs created by Fulco di Verdura who started his career at Chanel as the head of textiles. Chanel had passed him jewels given to her by Grand Duke Dimitri, her former lover, to be reset. Verdura crafted the gems into dramatic, hinged cuffs that became a Chanel signature.

6. Sunbathing

Chanel sunbathing

Chanel sunbathing with sister Gabrielle in 1918 (left) and ‘elegant internationals’ sunning themselves in Tangier in 1964. Left photo from Chanel and Her World by Edmonde Charles-Roux and right photo from Look Magazine, January 1964.

Tans were a no-no in young Coco’s time. Brown skin implied that you had to labor outdoors for a living, while a lily-white complexion indicated an aristocratic existence where zero work was involved.

This view changed in 1923 when Chanel, now a confirmed celebrity, accidentally got sunburned on a cruise in the Riviera. The photographs of her with bronzed skin gave rise to a new beauty ideal. Tanned skin now meant wealth and status — only the rich could hang out on beaches throughout the year while the masses shivered at home.

Sunbathing became so fashionable that even Vogue back in 1927 had their say on it. ‘One has to be sunburned smartly, and to be so, one must needs make a serious business of it: First of acquiring it, then of dressing for it. And those who don’t recognise the importance of this credo are apt to be more sunburned than smart.’

7. Shoulder bags with chain straps

Catherine Deneuve Chanel

Catherine Deneuve with Johnny Hallyday. That’s a Chanel bag nestled under her arm.

The most coveted It Bag in the world is Chanel’s iconic 2.55 flap bag, named after the date that she unveiled it in February 1955. Legend has it that its bordeaux lining was inspired by the clothing she wore as an orphan on charity, yet this seems quite curious given the extent the designer went to in concealing her origins. Young women of means at the type of boarding school that Chanel attended, however, wore fine cashmere garments in a distinct garnet shade. Could the bag’s interior color have been inspired by them?

1955 was a memorable year for Chanel. The year before, she had launched her first collection after an absence of 15 years, an absence where Christian Dior was now the star of couture after introducing his New Look in 1947. Chanel’s designs seemed antiquated and severe in comparison, and the French press gave her 1954 comeback savage reviews.

Across the pond, it was a different story. Chanel’s new collection was warmly received by the American press and sold out on Seventh Avenue. Against all odds the out-of-touch couturiere was back in demand, her style philosophy — ‘A garment must be logical’ — making complete sense to a new generation.

The 2.55 bag she launched in 1955 embodied the chic functionality Chanel sought in every thing she produced. Every feature was thoroughly thought through. For example, the chain straps acted as jewelry while their shoulder length freed up women’s hands.

Through its many iterations through the decades, Chanel’s quilted bag remains a constant style aspiration, proof of the enduring genius of its design. Only perhaps Hermes’ Kelly and Birkin bags are as recognized and coveted, having also stood the test of time.

8. Tweed suits

Chanel tweed suits through the ages

Chanel tweed suits through the ages, left to right: Snappy ensembles featured in Vogue, January 1964; an abbreviated pastel jacket and skirt from Vogue, March 1990; style blogger Alexandra Lapp in the modern incarnation of jeans and Chanel jacket.

Another great example of Chanel’s appropriation of an unassuming medium and repurposing it into a timeless creation is her signature tweed suit.

Tweed is a sturdy woolen fabric normally associated with outdoor pursuits such as hunting, shooting and cycling. When Chanel took up with her English lover, the Duke of Westminster, in the mid-1920s, she liberally borrowed his tweed jackets for outdoor activities. It must have been these tweeds that inspired her to create her first tweed garments in the 1930s, and eventually the skirt suit that became a hallmark of her design house.

Charming as it is, Chanel suits are designed with engineer-worthy functional rigor. For example, a slim chain is sewn into each jacket’s lining at the hem, weighing down the garment for a perfect silhouette. It’s just one of the many fastidious details Chanel introduced that put her designs in a league of their own.

9. The two-tone shoe

Chanel two-tone shoes

Chanel’s two-tone shoe is both versatile and flattering.

The little tweed suit. The cascades of faux pearls. The quilted flap bag with chain handles. All these are elements in a quintessential head-to-toe look that, although aped by many, will always be attributed to Chanel. And that look is punctuated by the two-tone shoe that she introduced in 1957.

Sporting a sensible heel, the shoe had a beige body that seemed like an extension of the foot, ending in a black cap toe. The silhouette was immensely flattering, visually lengthening the leg. ‘We leave in the morning with a beige and black, we lunch with beige and black, we go to a cocktail party with beige and black,’ Chanel reportedly said during the shoe’s launch. ‘We are dressed from morning to night!’

Like the 2.55 bag, the two-tone shoe sports a new look season after season while retaining its core stylistic elements.

10. Synthetics in fragrance

Catherine Deneuve for Chanel No. 5, 1977

Catherine Deneuve in a Chanel No. 5 ad from 1977

Before the 1920s, women’s fragrances were powdery, floral, single-note concoctions that were at stark odds with Chanel’s bold designs. She teamed up with premier perfume blender Ernest Beaux in 1921 to create a fragrance that would be like no other.

Beaux played around with multiple notes and, among the samples he provided the designer, one was truly unique. It contained aldehydes, synthetic compounds that added a mesmerizing sparkle to the natural essences. This scent didn’t smell like a rose or a lily. It smelt complex and memorable, like a woman.

It was this sample, the fifth that Beaux presented, that captivated Chanel. Hence the name Chanel No. 5.

Chanel broke tradition not just with the use of aldehydes, which kick started the great aldehydic florals in history, but also with package design. No. 5’s rectangular bottle was minimalist, almost severely so, and square, like a whiskey flask. It was the complete antithesis of the elaborate, sculpted crystal fragrance bottles that were characteristic of the time. Designed for the machine age, the bottle remains fresh and current nearly 100 years after its conception.

‘Elegance is refusal,’ is one of Chanel’s most famous quotes. Perhaps it is this maxim that is at the heart of her success, and why the looks she championed continue to endure.

Photo of Alexandra Lapp in Chanel first appeared on her fashion blog.

How To Pick Colors Like A Pro

When it comes to choosing colors, people are almost always confident about what looks good on them. After all, they’ve had years to experiment with every shade possible, and know for a fact what works and what doesn’t.

The same can’t be said for picking brand colors. Not only do you not have the luxury of time to experiment, it’s very easy to get things horribly wrong. So we tend to leave color decisions to the experts, ie the agency or the graphic designer.

That said, dabbling in the parts of the color picking process is educational and fascinating, especially if you’re a person who has always been intrigued by colors, color psychology and the like. But if colors bore you, then think of the 5 tools below as simplifiers of irksome tasks, like making your Powerpoint deck look more professional.

Adobe Color Wheel

Cost: Free

Adobe Color Wheel

Think of Adobe’s Color Wheel as the digital version of hand mixing paints on a palette. Move or stretch the arm on the circle to find a shade you like. Choose the color rule — analogous, monochromatic, complementary, etc — from the menu on the left. A palette will be produced showing the right shades.

If you click on the Explore tab, you’ll find palettes that other people have produced, which you can upvote or download. If you wish to save your palette (retrievable in the My Themes tab), you’ll have to sign up for an Adobe ID.

Adobe Color palettes

Got a photo with colors that make your heart beat faster? Then you’ll love this neat feature. Click on the camera icon underneath the Sign In link on the right — if you mouse over the camera it’ll say ‘Create from Image’. Upload a photo and the program will extract the colors into a palette based on a color mood you choose. The dropdown menu on the left has five different color moods and one custom which allows you to cherry pick the shades you want from the picture.

In this example, I’ve used a screen grab of a page from Elle Decor France, an interior design magazine that always makes me want to rearrange my furniture and distress my walls. Adobe extracted the greens and chocolates and created a muted palette.

Adobe Color Wheel palette from photograph

Coolors.co

Cost: Free

Coolors homepage

Adobe Color Wheel has so many useful features — it’s like the Swiss Army Knife of color planning — but sometimes you just want to mess around in one area without getting distracted by everything else going on.

Like what if you just wanted to play around with the palettes? This is where Coolors.co comes in.

The only thing Coolors does is spit out palettes. Fool-proof, pretty ones. All you have to do is click on the Generate link, which brings you to a row of five color bars. You can start with one hex code, then tap on your space bar for Coolors to come up with suggestions. You can also lock colors to remember the shades you want, or calibrate a shade up or down until you find one to your liking.

The palette below is the one I built for this website. I started with two shades that I really liked: Blush pink and a blackish purple like OPI’s Lincoln Park in the Dark nail polish. Once I put in the two hex codes, Coolors came up with the three other suggestions.

A sample palette from Coolors

It’s important to know that each shade must have a role to play and not just be merely decorative. In this informative blog post by Adobe, an ideal palette is broken down by one neutral color, two ‘pop’ colors and one call-to-action (CTA) color. You’ll find that having structure such as this in creating a palette will head off potential headaches in future, eg H1s or headlines that don’t stand out from body copy.

Hello Color

Cost: Free

Hello Color

Sometimes you don’t need an entire palette — all you need is a contrasting color that doesn’t look like dreck. You want to achieve what Pablo Picasso once mused aloud in wonder: ‘Why do two colors, put one next to the other, sing?’

Hello Color is as minimal as it gets. Just type in the hex code of your preferred color in the URL’s c parameter (see the visual below on where to find it) and it’ll spit out a fine matching color that you’d never have thought of, as well as other shades. Easy peasy lemon squeezy.

How customize Hello Color

Brand Colors

Cost: Free

Brand Colors homepage

Now that you’ve had a go at creating palettes and seen some not-too-shabby results, you may be interested in replicating the palettes of specific brands. Perhaps you’ve seen the below infographic that spurred the idea, or read up on color theory and want to apply these insights to your own brand. Hey if red works for Virgin and Tesla …

Color Emotion Guide by The Logo Company

Brand Colors is a library of colors for 600+ brands, with an even spread across US and international names. All the hex codes are spelt out and you can download them for reference. The logos are sourced from official documentation such as identity/brand guidelines of press kits. If you are the steward of your company brand and think it ought to be featured, you can certainly suggest it to the site’s owner, Galen Gidman.

Brand Colors is not perfect — Boise State University is on the list while Apple isn’t — but it’s a great place to start researching other brands’ palettes and noting how they’re used.

Color Name

Cost: $.99

How Color Name works

Let’s say you’re out and about and saw a very fetching scene, the colors of which are so ravishing you’re inspired to create a palette.

You can take a photo with your iPhone and upload the photo to Adobe Color Wheel. Or you could download the Color Name app for 99 cents and start on your palette right there and then.

What’s neat about Color Name is that it identifies colors by name — what’s scarlet for you could be fuchsia for me — thus minimizing confusion. Just tap your finger on any part of the photograph and the app will provide the RGB specs and its official name for the color you picked. Tap on the color’s name at the top and it will bring you to a screen with RGB, CMYK, HSB and hex codes for the color plus three similar Pantone shades to consider.

All these apps demystify what we’ve always thought of as a skill belonging only to the artistically gifted. Choosing colors that look great is actually much more a science that it is an art.

‘Not only can color, which is under fixed laws, be taught like music, but it is easier to learn than drawing, whose elaborate principles cannot be taught,’ said French Romantic painter Eugene Delacroix, who lived in the 1800s. He may not have foreseen the wondrous 21st century tools that can do just that, but would’ve certainly appreciated the vistas they have opened for the non-artists among us.

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