Magazine article Marketing

Style with Substance

Magazine article Marketing

Style with Substance

Article excerpt

Is the design manual out of date? Robin Cobb reports on a more all-embracing concept

Exit the traditional design manual, that book of strictures on a brand's typography, colour and usage. Enter new thinking which, beyond the nuts-and-bolts, tries to explain the vision behind the brand.

The approach at design agency Dragon International is to tackle what director Jane Mann describes as "the need to manage the multiple ways a consumer might experience the brand, to ensure the brand's desired reputation is understood by all in the company."

Mann says the type of 'brand manual' - rather than design manual - now created at Dragon "summarises all the activities, communications and strategy that go to make up that brand, so every aspect of the brand seen by the consumer - be it advertising, packaging, customer service or PR - has a consistency of impression".

One manual - produced for MD Foods' Danish Blue brand - takes the form of a loose-leaf book, but Mann thinks it won't be long before such material is produced in interactive electronic formats, enabling virtually instant revisions to keep pace with market changes.

Virtual battleground

The approach grew from Dragon's work in redesigning the packaging for Danish Blue. …

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