Section 1 – The Brand:
What is the essence of your brand? Who are you as an institution and how is that being communicated? You’ve already done research so this should be easy.

Section 2 – Logo Usage

a) Present the primary logo. Identify its parts. Tell the person reading what the representation of the logo means.

b) Show all variations of logo and explain their uses. Under what circumstances should they be used? This can relate to size, color control, sub brands/brand hierarchy. Black and white should be present here.

c) You must address the size. How small can your logo get? Are there different variations of the logo just for specific sizes. Often this will be regarding the layout/size of the logotype specifically.

d) You must address any positioning or clear space concerns for the logo. How much space needs to be around it? Make sure some one can understand easily how to create this space. Is it a proportion of the logo? An element of the logo?

e) Address field control. What happens if your logo lands on a color/pattern that clashes with it? This can be related to your color alternatives or your field control.

f) Give examples of incorrect logo/brand usage. What can’t people do with your logo. Think of common situations. This is key for brand integrity. Give correct examples next to them. It is really important to do this here but may be applied to each category. Be creative. Maybe there are practical uses like certain patterns that enhance the brand.

Section 3 – Color

a) What are your brand colors? Why are they chosen to represent your brand? Give swatches of CMYK/RGB Values for each color that you use. It is smart if they fall into the gamut of all of them.

1) identify Primary colors, Secondary colors, and any other color systems. Primary colors in this case refer to the colors that will mainly be used for your brand while secondary colors are options or perhaps used as highlights. Give examples and explain their uses.

2) identify color use proportions if necessary

b) Address any rules for color usage. This applies to logos, secondary elements, and type. Give examples. (both written and visual)

Section 4 – Typography

a) What typeface(s) are to be used with your brand? Why have you chosen them for each instance? What does it say about your brand or what is their function? In what instance will each face be used? Give examples.

1) Titles, Headers, body copy, call-outs, weight variations

2) Print vs web. Remember web typefaces have traditionally been limited to what the user has installed on their personal machines. You may want to distinguish between the two or make sure that the typeface you use has a web compatible version via Adobe typekit.

b) Any sizing, kerning/tracking, leading, and weight considerations should be mentioned here as well. You may want to adjust tracking of larger text at specific sizes