Part of my role as Head of Design at Tes, a global software and services provider for the education sector, was to develop and evolve their brand guidelines.
Below are examples from the 80 page brand guidelines document showing all of the usual content you’d expect, such as usage of logos, fonts, colours and the like.
This document goes further than most and also outlines the rules for various templates across print and digital as well as the difference between brand marketing, solutions and product level marketing covering their 3 main verticals (at the time) of Staff Management, Pupil Management and Safeguarding & Compliance.
Although this is now a legacy document as the business and brand has evolved much further in the last couple of years, some of the design principles featured still apply.
Some of the rules around the Tes logo and its usage:
The Tes primary colour palette along with shades and tints:
Rules around typography, sizing and placement within print templates
Rules around bullet points, quotes and footnotes:
Rules for Call to Action buttons across print and digital:
Some examples to guide Tes brand marketing:
Examples of illustrations used across B2C marketing: