Marketing Design Guide

Company Logo

This guide is to be used while creating graphics.

These guidelines and instructions help
synchronize marketing designs with brand
guidelines. Its sole purpose is to orchestrate a
powerful brand recall and a modern feel to all
visual messaging.
It is meant to be distributed internally among
<company name> employees and contractors
alone.
Developed by: <name of the person who developed this
guide>
Approved by: <name of the manager who approved the
document>
Date of creation: <date when created>
Version: <latest version>

Marketing Design Guide

Table of Contents
Marketing Mission...................................................................................................... 3
Custodians................................................................................................................. 4
Need for Marketing Design Guide.............................................................................. 5
Introduction to design................................................................................................ 6
Design Philosophy...................................................................................................... 7
Colour Wheel.............................................................................................................. 8
Colour Relationships................................................................................................... 9
Warm and Cool Colours............................................................................................ 10
Colour Palette........................................................................................................... 11
Matching text colour with that of image..................................................................12
Colour Consistency.................................................................................................. 13
Typography.............................................................................................................. 14
Iconography............................................................................................................. 15
Process..................................................................................................................... 16
Mood Board.............................................................................................................. 17
Samples................................................................................................................... 18

Marketing Design Guide

Marketing Mission
What is your companies marketing mission? Describe your marketing mission in
detail

Marketing Design Guide

Custodians
What makes marketing team control design?

Marketing Design Guide

Need for Marketing Design Guide

Define why a design guide is required

Marketing Design Guide

Introduction to design
In brief describe what design is in general. Define design and discuss aspects and
activities involved in designing

Marketing Design Guide

Design Philosophy
What design philosophy your brand and company decides to follow? Philosophy like
skeuomorphic, flat or material needs to be discussed and why a certain philosophy
is intended.

Marketing Design Guide

Colour Wheel
Explain what colour wheel is. Colour is the centrepiece of design. Along with
explaining it, give link for people to try the colour when themselves.

Marketing Design Guide

Colour Relationships
Explain how Monochromatic, Analogous and Complementary are connected

Marketing Design Guide

Warm and Cool Colours

Differentiate between warm and cool colours. Discuss and explain why you use one
set of colours over the other

Marketing Design Guide

Colour Palette
Narrow down colours allowed to be used for your brand. List HEX, RGB, CMYK values
of colours (ideally 2-3 major ones) and list Complementary, Split-Complementary,
Analogous and Shades.

Marketing Design Guide

Matching text colour with that of image

To get consistency, explain why colours in textual content need to match the image
in the creative

Marketing Design Guide

Colour Consistency
Illustrate 2 3 examples of consistency is colour usage.

Marketing Design Guide

Typography
Explain why typography is and how it enhances readability

Marketing Design Guide

Iconography
Proper use of icons ensure design philosophy is consistent. Create, purchase or
download and use CC0 or Public Domain only icons.

Marketing Design Guide

Process
Describe the process of requesting a visual from the design team

Marketing Design Guide

Mood Board
Share some inspiring work done by artists (paintings, architecture, vehicles, etc)
highlighting an angle or colour usage or curves, etc.

Marketing Design Guide

Samples
Show samples build for your brand so that future designs synch.