The brand guideline is the most important strategic document combining all the information about the brand, starting from the basics of its philosophy and positioning strategy to the key aspects of the system of visual identification and the smallest details of every corporate identity element.
Brand guideline structures and optimizes all the information about the brand. Brand guideline brings unified logic to brand strategy, helps to work out recommendations that will allow keeping brand unity and integrity of its image in all brand communications with the target audience.
Confectionery manufacturer Dobrininskiy is one of the oldest Moscow confectionary producers, established in 1914.
Integral development of the brand Sreda as the new up-to-date project in time-café segment includes: naming, logo, corporate identity, image brand communications and also web site design.
Kroshka Kartoshka is the leader of Russian fast food. It is the first and largest chain which actively promotes its unique style on the basis of conceptual meal made of baked potato with various feelings.
Unique project Club 418 is a membership intellectual club for Moscow elite, who are interested in today’s economic, political, art, sport, literature issues, etc.
STARFOODS Menu is selectively formed from an assortment of the most popular dishes of various fast-food formats.
HYUNDAI is the largest worldwide group corporation that combines such industries as mechanic engineering, shipbuilding, production of construction equipment and many others.
Development of the new visual strategy of food product brand Miratorg includes the following: logo design, corporate identity, packaging design, brand book, design of interior solutions, and design of Miratorg corporate stores.
Ostenhoff is a private security agency, providing professional services in the sphere of integral and physical security.
Prime STAR is a network of fast-food restaurants for people who care of their healthy diet and save time.
WokStreet Café is a new project in the segment of Asian noodle café, targeted at the most dynamic, young and stylish audience of today’s customers.
Patio Kitchens is a new brand in the segment of kitchen furniture, offering the Russian market optimized combination of high-level individual service, widened range of original design solutions for every kind of kitchen at the most appropriate prices.
Clinic+31 is a multi-field medical center, founded on the basis of the City Clinical Hospital N31 (one of Moscow hospitals).
Zelyoniy Standart is a new chain brand in the segment of healthy food product shops. It provides the freshest and ecologically healthy products.
Bisou by me is a modern brand in the segment of boutiques of designer clothing and accessories, situated at 21, Petrovskiy boulevard (address in Moscow).
Company MONA LIZA is one of the leading manufacturers of home textile goods in Russia. It is targeted at the audience who prefer modern products that emphasize their individuality and sense of style.
Brand Gus v Yablokah is a chain project in the new segment (for Moscow market) of gastronomy cafes.
Brand Desyatoe is a federal trading network of supermarkets of electronic devices and home appliances.
Nika is the leading Russian manufacturer of jewel watch and accessories. The company offers sophisticated collections of watch and accessories which value is beyond time. Nika is the leading Russian manufacturer of jewel watch and accessories. The company offers sophisticated collections of watch and accessories which value is beyond time. It combines singularity and elegancy of jewel products with accurateness of the Swiss and Japanese watch mechanisms.
Strategic basis of Russkaya Ptitsa chain retail shops includes more than 350 items of natural high-quality meat products.
Brand guidelines structure
The brand guideline is a detailed guidance for the brand and corporate identity management. It involves the following strategic aspects:
Brand philosophy is the key theoretical section of a brand guideline which describes brands essential targets, key aspects of brand ideology and message.
Basics of Brand positioning strategy is a section of a guideline that describes the brand positioning strategy through four dimensions of its perception (functional, social, mental, spiritual).
The visual brand strategy is a section which specifies the basic principles of visual communication between brand and audience (semiotics and semantics, signs, symbols, brand color palette, etc.).
Constants of brand identification strategy is a practical section of a brand guideline that describes all the principles and rules of logo development and use, corporate identity, corporate color palette, additional image graphics and other elements of brand visual strategy.
Design standards of corporate identity merchandise is an applicable section of a brand book which includes all kinds of brand corporate identity merchandise with all recommendations on their correct use. This section describes all the design standards for business documents, corporate printed products, image and commercial materials, souvenir and gift products, interior and exterior solutions, brand webspace etc.