Tuesday 24 February 2015

BRIEF ELEVEN - YCN - MOO BRIEF - BRAND GUIDELINES

After creating a research plan, I was able to ascertain that the most important piece of research I will do as part of the project will be secondary based and will review the MOO brand guidelines that were available in the project pack downloaded from YCN. 

On the initial brief it is stated that responses to the competition must adhere to the MOO brand colour and style guidelines, responses that disregard this limitation will undoubtedly be discarded during the judging process. Therefore, a vital part of creating a successful responses is reviewing the guidelines and ensuring that my response adheres to all the styling.  


MOO BRAND GUIDELINES 


IMPORTANT POINTS;
  • Businesses of all sizes included in the MOO target audience.
  • MOO are on a mission to help people build brilliantly designed, professional identities. 




IMPORTANT POINTS;
  • Audience united through shared appreciation of what good products and quality design can achieve.
  • The MOO brand is established and recognised by their customers - adhere to guidelines!  


IMPORTANT POINTS;
  • MOO IDEA ATTRIBUTES; 
    • Premium experience - quality outcomes unexpected extras. 
    • Great design - craft & celebrate well made things. 
    • Fresh thinking - Find new twists on the familiar. 
    • Identity everywhere - print and digital platforms covered. 
    • Made for business - business focused. 
    • Customer champions - interested in and supportive of customers.

IMPORTANT POINTS;
  • MOO have a set of beliefs that can help to develop and assess our ideas, all of which have been listed below; 
  • Make it simpler.
  • Keep it human.
  • Always deliver delight.
  • Every detail counts.
  • Imagine it better.
  • Tackle it together. 


IMPORTANT POINTS;
  • The MOO brand personality is identical to the one featured on the initial brief and so does not need re-reviewing. 


IMPORTANT POINTS;
  • When writing for MOO consideration must be given to the balance of the personality attributes listed on the previous image - sometimes a playful joke will make customers smile, but in other instances it can have a negative affect.
  • All customers must be treated the same - big and small.


IMPORTANT POINTS;
  • MOO love telling stories and adding something extra. 
  • MOO write how they speak, even if it means breaking copywriting rules. 
  • MOO are respectful with advice and take care not to be condescending. 
  • MOO are present and proud - use 'we' or 'MOO' when writing. 
  • Tone of voice should be confident but not too in your face.


IMPORTANT POINTS;
  • When the time is right, MOO like to show their silly/humorous side to entertain their clients - it helps to make their brand stand out but it also hard to get right.
  • Body copy should not be creepy or rude. 
  • References should not be too obscure - they need to be gettable. 
  • Copy used in responses should be clever yet light hearted. 
  • Creative imagery, comparisons and fun punctuation are a good way to illustrate MOO's creative side. 
  • Storytelling is important to MOO - customers connect to the little comments and analogies included in MOO's body copy. 


IMPORTANT POINTS;
  • MOO customers are often on a business building journey and MOO want to support and help them along every step of the way.
  • MOO are generous with their knowledge and like to help the customer to feel smart - MOO are never mean.
  • MOO encourage their customers but aim not to sound bossy. 


IMPORTANT POINTS;
  • Put yourself in the customers shoes, what works best for them?
  • Give customers clear direction.
  • Get straight to the point - no waffle.
  • Not everyone is an expert, use understandable terminology.  


IMPORTANT POINTS;
  • Copy is written in a human, down-to-earth way - real people inside MOO.
  • Have an opinion - balance point of view with other ideas and references.
  • Be upfront.
  • If a mistake is made, be honest and find a solution. 


IMPORTANT POINTS;
  • When writing for MOO, be fun and yourself.
  • Use a less formal tone.
  • Always aim to work in a little MOO playfulness.


IMPORTANT POINTS;
  • MOO is not grounded to one country - copy is adapted to suit the retrospective country.
  • Yay! - a hallmark of MOO - Only use when appropriate.
  • MOO is always in caps & moo.com is always in lower case.
  • Product names are also capitalised unless used in a sentence. 
  • Numbers - 1 to 9 use figure and from ten upwards the number is spelt.
  • Only one exclamation mark should be used per piece.
  • Brackets should be used to add a personal touch to a piece.
  • Avoid obvious stuff like sex and drugs.



IMPORTANT POINTS;
  • Allow a generous amount of space around the logo.
  • Hollow logo variation should not be used at a height less than 7mm.


IMPORTANT POINTS;
  • Green is MOO's signature colour.
  • Colour pallet is varied and should be combined in MOO style combinations. 


IMPORTANT POINTS;
  • Three main typefaces used;
    • Bryant MOO pro should be used on our designs - available in two weights. 
    • Mark MOO is only used for serious things like contracts.
    • Verdana is used for anything digital such as websites.


IMPORTANT POINTS;
  • Photography should be fun and slick.
  • Show off products in an informative way that makes the customer smile.




LIST OF IMPORTANT INFORMATION

The brand guidelines include a lot of information that is very important to any and all responses to the competition, as responses not adhering to the limitations will undoubtedly be discounted. Therefore, while reading through the brand guidelines I listed the most important points subsequently highlighting information that is vital to a successful response.

Also included in the brand guidelines were phrases and short sentences that I felt could help to inform my initial ideas and direction for the project. 

Helpful sentences and phrases are listed below; 
  • Quality outcomes & unexpected extras. 
  • craft & celebrate well made things.
  • Find new twists on the familiar. 
  • Make it simpler.
  • Keep it human.
  • Always deliver delight.
  • Every detail counts.
  • Imagine it better.
  • MOO love telling stories and adding something extra.
  • MOO like to show their silly/humorous side to entertain their clients.
  • References should not be too obscure - they need to be gettable. 
  • Storytelling is important to MOO.
  • Get straight to the point - no waffle.




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