CLARIFY · 03
Brand Foundation
We settle what the brand says.
Four to six weeks
For when what the brand should say in North America comes out differently from every person.
Four to six weeks: guidelines, logo rules, and the way the brand introduces itself to a retailer, a shopper and head office.
You end with one set of documents that produces the same answer whoever writes it.
You'd use this when
- The brand is explained one way to the retailer, another to shoppers, another to head office
- Copy written for Korea was carried over and doesn't land here
- There is a logo and a colour, and print looks different every time
How it runs
Every sentence describing the brand — the site, retailer submissions, packaging, social.
Where they contradict each other usually shows up here.
What the brand should be saying, settled into a single sentence.
Then that sentence gets rewritten per audience.
What you tell a retailer and what you tell a shopper are not the same thing.
Logo rules, colour and type, and what has to hold in print.
What you're left with
- 01Brand guidelines, in Korean and English
- 02Three introductions: retailer, shopper, head-office reporting
- 03The logo file set and the rules for using it
- 04Files a printer can take as they are
Easily confused with
If what you need is a logo file or a piece of print, Design Services is faster.
This service starts one step earlier, at what to say.