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Evolving the Digital Style Guide @AndyPrattDesign

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Hi there! @AndyPrattDesign www.funnygarbage.com @AndyPrattDesign May 13, 2013

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#BrandingFunctions @AndyPrattDesign

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#BrandingFunctions @AndyPrattDesign

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What is branding anyway? @AndyPrattDesign

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“Consistency doesn’t mean sameness.” - Rob De Florio, Former director of U.S. global advertising, NIKE

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http://imjustcreative.com/

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http://thestandardsmanual.com/

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#BrandingFunctions @AndyPrattDesign @AndyPrattDesign

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http://info.cern.ch/

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Informational Experiences After the World Wide Web @AndyPrattDesign

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Informational Experiences Destination Experiences After the World Wide Web @AndyPrattDesign

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Informational Experiences Destination Experiences Social Destination Experiences After the World Wide Web @AndyPrattDesign

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@AndyPrattDesign

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Informational Experiences Destination Experiences Social Destination Experiences System Experiences After the World Wide Web @AndyPrattDesign

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Alone, a giant pdf won’t cut it anymore. @AndyPrattDesign

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@AndyPrattDesign Infuse your audience and primary users into the style guide. – 1 –

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Make it a tool during the process not just a deliverable after the fact. – 2 – @AndyPrattDesign

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@AndyPrattDesign Provide a path for consistency across the brand’s digital eco-system. – 3 –

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1. Who we are 2. What we look like 3. What we sound like 4. How we behave The ingredients: @AndyPrattDesign

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Who We Are – 1 – @AndyPrattDesign

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http://drdianehamilton.wordpress.com/2011/01/13/top-10-company-mission-statements-in-2011/ Brand Purpose / Mission Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. Apple’s Mission Be the fabric of real-time communication on the web. Skype’s Mission Be Earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online. Amazon’s Mission

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http://www.pepsico.com/Company/PepsiCo-Values-and-Philosophy.html Philosophy / Guiding Principles We uphold our commitment with six guiding principles. 1. Care for our customers, our consumers and the world we live in 2. Sell only products we can be proud of 3. Speak with truth and candor 4. Balance short term and long term 5. Win with diversity and inclusion 6. Respect others and succeed together PepsiCo guiding principles

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http://www.zapposinsights.com/culture-book Core Values 1. Deliver WOW through service 2. Embrace and drive change 3. Create fun and a little weirdness 4. Be adventurous, creative, and open-minded 5. Pursue growth and learning 6. Build open and honest relationships with communication 7. Build positive team and family spirit 8. Do more with less 9. Be passionate and determined 10. Be humble Zappos’ 10 Core Values

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Style Tiles 3. Create fun and a little weirdness Zappos iPad app

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Style Tiles 3. Create fun and a little weirdness Zappos iPad app

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Courtesy on Nickelodeon Audience / User Personas

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What We Look Like – 2 – @AndyPrattDesign

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http://www.mozilla.org/en-US/styleguide/ Brand Identity Components

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Style Tiles 1. Logo 2. Typography 3. Colors/Textures 4. Icons 5. Images 6. Buttons 7. Descriptors @AndyPrattDesign

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Style Tiles Tackle something that is specific to that project @AndyPrattDesign

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Style Tiles 1.Have your client identify a site they see as an inspiration. 2.Work backwards and create a style tile for that site. 3.Before you present your style tiles, present the style tile of their inspiration site so they can imagine how your style tiles will come to life. @AndyPrattDesign

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Style Tiles 1.Have your client identify a site they see as an inspiration. 2.Work backwards and create a style tile for that site. 3.Before you present your style tiles, present the style tile of their inspiration site so they can imagine how your style tiles will come to life. @AndyPrattDesign

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@AndyPrattDesign

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http://www.clockwork.net/

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Live Style Guides & UX Pattern Libraries Living front end style guides are created at the beginning of the development process to ensure consistent CSS styles, UI elements and patterns. What are they? @AndyPrattDesign

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https://github.com/styleguide Live Style Guides and UX Pattern Libraries Github 300 × 81 - adainitiative.org

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Live Style Guides & UX Pattern Libraries 1. Creates consistent and uniform code 2. Creates efficiency by reusing UI elements and patterns 3. Avoids redoing work a team member may have already done 4. Becomes an onramp for new team members What do we need them? @AndyPrattDesign

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http://casecommons.org/ Case Commons' mission is to transform public sector human services through user-centered design & technology.

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Case Commons Intro http://casecommons.org/

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http://casecommons.org/

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http://casecommons.org/

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http://guides.rubygems.org/

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http://casecommons.org/

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What We Sound Like – 3 – http://casecommons.org/

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http://www.macmillan.org.uk/

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Philosophy / Guiding Principles http://be.macmillan.org.uk/

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Infusing Your Users http://be.macmillan.org.uk/

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http://be.macmillan.org.uk/ House Style

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voiceandtone.com Voice & Tone Samples

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How We Behave – 4 – @AndyPrattDesign

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GUI GUI @AndyPrattDesign

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GUI GUI MAGICAL SPACE @AndyPrattDesign

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#BrandingFunctions @AndyPrattDesign

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#BrandingFunctions @AndyPrattDesign

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Paper iPad App

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https://developers.facebook.com/docs/reference/plugins/like-box/

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http://en.wikipedia.org/wiki/12_basic_principles_of_animation Philosophy / Guiding Principles Anticipation Staging Straight ahead action & pose to pose Follow through & overlapping action Slow in and slow out Squash and Stretch 12 basic principles of animation Arcs Secondary action Timing Exaggeration Solid drawing Appeal

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Low Fidelity Behavior Gallery @AndyPrattDesign

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Low Fidelity Behavior Gallery @AndyPrattDesign

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Low Fidelity Behavior Gallery @AndyPrattDesign

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Low Fidelity Behavior Gallery @AndyPrattDesign

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http://www.unheap.com/ Low Fidelity Behavior Gallery

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Courtesy of the talk you just saw by Dan Mall, Ben Callahan and Yesenia Perez-Cruz Low Fidelity Behavior Gallery

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https://github.com/styleguide Behavior Gallery

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http://www.microsoft.com/design/toolbox/tutorials/windows-phone-7/metro/ Behavior Gallery

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http://www.microsoft.com/design/toolbox/tutorials/windows-phone-7/metro/ Behavior Gallery

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Where does it all live? @AndyPrattDesign

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http://be.macmillan.org.uk/

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http://www.bbc.co.uk/gel

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#BrandingFunctions images: www.hamillgallery.com http://alistapart.com/about/style-guide

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#BrandingFunctions images: www.hamillgallery.com http://alistapart.com/about/style-guide

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www.iceber.gs

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www.iceber.gs

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Conclusion @AndyPrattDesign

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@AndyPrattDesign

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Thank You! Special Thanks: Pivotal Labs, Case Commons, Nickelodeon, Clockwork, Big Spaceship, Funny Garbage, Artifact ( Yes - My wife cooked the meatloaf again so I could take a ridiculous picture to end the presentation. ) @AndyPrattDesign