Brand Guideline of Applab
A case study showcased in my book How to Design a Logo on how to build guidelines. The book also offers the guideline template found in its website's Tools & Templates section. This case study is available with the free template in a PDF form.
Applab is a software development company and a fully fledged digital company that partners with Microsoft (Azure) and Oliver Wyman on cloud solutions for different governments, SMEs and startups in the Middle East, positioning the company very strongly because of Applab's ability in setting software architecture over the cloud.
This is an extensive guideline that starts with a brand overview and the strategic work done on the brand before the visual designs ( the logo and the detailed identity system) were created and then the technical and usage guide of the brand's visual followed, ending with the brand applications.
The difference between a Brand Guideline, a Brand Book, and an Identity Guideline (also sometimes referred to as a Style Guide):
Brand Guideline = Brand book + Identity guideline
A brand book is an editorial catalog that introduces the brand, what it does and why. An identity guideline is a technical guide showcasing the usage guides of the designed corporate identity. A brand guideline includes both the brand book and the identity guideline, starting by introducing the brand and its core identifiers, then listing all of the visual and non-visual identity systems and usage technicalities.
