What is a brand guideline? we'll explain with Marvel

Have you ever thought about why every Marvel movie, comic book, toy or product has the same unmistakable style? The answer is simple and we can sum it up in two words: brand guideline.

But what are they, and why are they so crucial to a successful brand? Today we explain this through an example we all know: the Marvel universe.

What are brand guidelines?

Brand guidelines (or brand guidelines) are a set of rules and principles that define the appearance, voice and perception of the brand. These guidelines establish how the logo, colors, fonts, tone of voice and even images associated with the brand should be used. The goal is to maintain visual and communicative consistency in every interaction with the public so that the brand is always recognizable.

The importance of consistency

Consistency is one of the fundamental principles of effective branding; it not only enhances recognition but also helps build trust and credibility. Consumers tend to prefer brands that they perceive as reliable and consistent in their communications.

Difference between brand identity and brand guideline

The difference between brand guideline and brand identity is subtle but fundamental. Brand identity represents the set of visual, verbal, and behavioral elements that define a brand, such as logo, colors, typography, images, and tone of voice. This identity is what makes a brand unique and recognizable in the minds of consumers, creating a consistent and distinctive image.

On the other hand, brand guidelines are the document that establishes rules on how to use brand identity. They include logo regulations, color rules, typographic guidelines, and guidance on photographic style and tone of voice.

Briefly, brand identity answers the question “who is the brand and what does it look like?” while brand guidelines provide the instructions necessary to apply and maintain that identity in a uniform and consistent manner in all interactions with the public.

Brand guideline and Marvel: a perfect example of consistency

Think Marvel. For more than 80 years, Marvel characters and stories have captivated generations of fans. But what makes an Avengers movie or a Spider-Man comic instantly recognizable, regardless of the medium?

The answer is: consistency in branding. Marvel has developed a set of guidelines that govern every aspect of the brand, ensuring that the Marvel experience is always unique and unmistakable.

The Marvel logo

In every movie, starting from the first few seconds, you see the famous red logo appear with the white “MARVEL” lettering. This logo never changes, and it has become synonymous with adventure, action, and epicness. Even when variations are introduced (for example, the logo in white on black), the recognizability remains.

Secondo il designer Paul Rand, un logo non è solo un simbolo visivo; è l’identità di un marchio. Un logo efficace deve essere semplice, memorabile e rappresentare i valori fondamentali del brand: principi perfettamente applicati da Marvel.

The colors and atmosphere

Red, white and black are the key colors of the Marvel brand, used uniformly everywhere from movie posters to toys. These colors communicate power and drama, essential elements of the Marvel universe. If you think of every fight scene in a movie like Avengers: Endgame, you notice the intensity of the colors that emphasize the epic action, always consistent with the atmosphere.

The choice of colors is not random. Each color evokes specific emotions and responds to psychological perceptions. Red, for example, is often associated with energy, passion, and action, making it perfect for a brand as of superheroes.

The characters and stories

Whether it’s a comic book, movie or TV series, the characters stay true to their roots. Iron Man is always the genius billionaire with a technological heart; Spider-Man is the young novice hero with his powers. Marvel has developed very precise guidelines on how these characters should be portrayed, avoiding sudden changes that might confuse or alienate fans.

Marvel’s storytelling uses universal archetypes that resonate with the audience. The hero’s journey, described by Joseph Campbell, is a common theme in Marvel stories, and allows readers and viewers to easily identify with the characters.

Storytelling

All Marvel stories have the same central theme: the struggle between good and evil, sacrifice and personal growth of the heroes. This consistent narrative strand is what has made Marvel a saga that spans decades, keeping fans’ interest alive. The jokes and humorous tone present in many of the films also fall within the brand’s guidelines, giving each production a unique and familiar feel.

According to Seth Godin, one of the most influential marketing experts, stories have the power to connect people emotionally. Marvel has harnessed this power by creating a rich, interconnected narrative universe in which each story contributes to a bigger picture.

If you too would like to create brand guidelines that make your brand as instantly recognizable and strong as Marvel, we are here to help.

Contact us today and start building your brand identity!

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17/10/2024
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