A Brand System Your Team Can Actually Use

A brand system succeeds when the whole team can make consistent choices without asking a designer to approve every slide, post, or proposal.

Build around real work

Start with the formats your organization produces every week. Design those first, then extract rules from patterns that have already proved useful.

• Use a small, dependable type scale.
• Define a limited set of color roles.
• Provide finished examples alongside rules.

A lighter system that gets used will create more consistency than an exhaustive manual that sits unopened.