Over the years we've created many Brand Guidelines documents, most of these sort of guides I've observed are very useful for the designer, but what about all the other people that will use them, specifically Marketing teams?
They use brand assets but don't generally have any understanding what it takes to build one. Do they need to know? Not really.
As such, we created a Guidelines that really does 'make it easy'. All the essential guides are here, but simplified to ensure it's as easy as possible to use.
As a result, consistency is acheived, and quality is felt.
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Iconika was asked create a brand lock-up that would comply with global guidelines but would function as a campaign identity.
A Brand Guidelines document for a campaign identity built around the notion of 'Making It Easy' - We ensured that every compoent of the brand embodied this premise.
Keeping true to the campaign concept a brand guidelines was subsequently created that was not only functional, but truly embodied the STIHL: Making It Easy campaign concept and kept the focus on the back yard.
The brand strategy is to create a sustainable backyard environment that is made easy by the market-leading STIHL products, and therefore create sustainability for the STIHL brand in the consumer sector.