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brand-guidelines

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Chinese

Brand Guidelines Skill

品牌指南Skill

Apply comprehensive brand consistency and corporate identity standards across all communication channels and materials.
在所有沟通渠道和物料中应用全面的品牌一致性与企业形象标准。

Overview

概述

Brand guidelines (brand style guides or brand books) define how your brand should be represented visually and verbally across all touchpoints. This skill helps you create professional brand guidelines and ensure consistent brand application.
品牌指南（又称品牌风格指南或品牌手册）定义了品牌在所有触点上的视觉与语言呈现规范。本Skill可帮助您制定专业的品牌指南，并确保品牌应用的一致性。

When to Use This Skill

何时使用本Skill

Use this skill when you need to:
  • Create comprehensive brand guidelines from scratch
  • Audit existing materials for brand compliance
  • Apply brand standards to documents, websites, or marketing materials
  • Define or refine brand identity elements (logo, colors, typography)
  • Establish tone of voice and messaging frameworks
  • Manage multiple brands or sub-brands within an organization
  • Ensure accessibility in brand color choices
  • Train stakeholders on proper brand usage
在以下场景中使用本Skill：
  • 从零开始制定全面的品牌指南
  • 审核现有物料的品牌合规性
  • 将品牌标准应用于文档、网站或营销物料
  • 定义或优化品牌形象元素（标志、色彩、排版）
  • 建立品牌语气风格与信息传递框架
  • 管理组织内的多个品牌或子品牌
  • 确保品牌色彩选择的可访问性
  • 培训相关人员正确使用品牌规范

Core Brand Elements

核心品牌元素

1. Logo Guidelines

1. 标志使用规范

Define logo variations (primary, secondary, icon, horizontal/vertical, reversed), usage rules (clear space, minimum size, color variations), and prohibited alterations (no stretching, rotating, color changes, effects, or placement on busy backgrounds).
Quick Reference:
  • Minimum size: 0.75" print, 120px digital
  • Clear space: Height of a logo element on all sides
  • Required variations: Full-color, monochrome, reversed
See 
references/visual-specifications.md
for complete logo specifications and 
examples/logo-usage-guide.md
for visual do's and don'ts.
定义标志变体（主标志、副标志、图标版、横版/竖版、反白版）、使用规则（留白、最小尺寸、颜色变体）以及禁止的修改方式（不得拉伸、旋转、更改颜色、添加特效或放置在杂乱背景上）。
快速参考：
  • 最小尺寸：印刷品0.75英寸，数字端120像素
  • 留白：标志某一元素的高度（四周均需保留）
  • 必备变体：全彩版、单色版、反白版
完整的标志规格请查看 
references/visual-specifications.md
，标志使用规范示例（正确/错误用法）请查看 
examples/logo-usage-guide.md
。

2. Color System

2. 色彩系统

Establish primary colors (1-3), secondary colors (2-5), accent colors (1-3), and neutral colors. Specify all color values (Pantone, CMYK, RGB, HEX, HSL) and ensure WCAG accessibility compliance.
Quick Reference:
  • WCAG AA: 4.5:1 contrast ratio for text
  • WCAG AAA: 7:1 contrast ratio (preferred)
  • Document approved color combinations
See 
references/visual-specifications.md
for complete color specifications including accessibility requirements.
确立主色调（1-3种）、辅助色（2-5种）、强调色（1-3种）以及中性色。明确所有色彩的数值（Pantone、CMYK、RGB、HEX、HSL），并确保符合WCAG可访问性标准。
快速参考：
  • WCAG AA级：文本对比度4.5:1
  • WCAG AAA级：文本对比度7:1（推荐标准）
  • 记录已批准的色彩组合
包含可访问性要求的完整色彩规格请查看 
references/visual-specifications.md
。

3. Typography

3. 排版规范

Define primary and secondary typefaces with weights, establish hierarchy (H1-H6, body text, specialty text), and set spacing rules.
Quick Reference:
  • Specify font weights and fallbacks
  • Define size scale and line-heights
  • Set optimal line length: 45-75 characters
  • Document licensing requirements
See 
references/visual-specifications.md
for complete typography system.
定义主、次要字体及字重，建立层级结构（H1-H6、正文文本、特殊文本），并设置间距规则。
快速参考：
  • 指定字体字重及备选字体
  • 定义字号比例与行高
  • 设置最佳行长度：45-75个字符
  • 记录字体许可要求
完整的排版系统请查看 
references/visual-specifications.md
。

4. Iconography and Imagery

4. 图标与图像规范

Establish icon style (stroke weight, corner radius, grid system) and photography guidelines (composition, lighting, color treatment, technical requirements).
See 
references/visual-specifications.md
for detailed specifications.
确立图标风格（描边粗细、圆角半径、网格系统）以及摄影规范（构图、光线、色彩处理、技术要求）。
详细规格请查看 
references/visual-specifications.md
。

5. Spacing and Layout

5. 间距与布局规范

Use 8px base unit spacing system and define grid systems for desktop (12-column), tablet (8-column), and mobile (4-column) layouts.
See 
references/visual-specifications.md
for complete grid specifications.
采用8px为基础单位的间距系统，并为桌面端（12列）、平板端（8列）、移动端（4列）定义网格系统。
完整的网格规格请查看 
references/visual-specifications.md
。

6. Brand Voice and Tone

6. 品牌语气与风格

Define voice characteristics, create voice spectrum positioning, and establish tone adaptation for different contexts (customer support, marketing, technical docs, social media, internal comms).
Quick Reference:
  • Use active voice and second person
  • Apply contractions in casual contexts
  • Adapt tone by audience and channel
  • Maintain consistency in style and punctuation
See 
references/voice-and-messaging.md
for complete voice guidelines and 
examples/voice-examples.md
for before/after examples.
定义品牌语气特征，创建语气风格频谱定位，并针对不同场景（客户支持、营销、技术文档、社交媒体、内部沟通）调整语气。
快速参考：
  • 使用主动语态与第二人称
  • 在非正式场景中使用缩约形式
  • 根据受众与渠道调整语气
  • 保持风格与标点的一致性
完整的语气规范请查看 
references/voice-and-messaging.md
，语气示例（修改前后对比）请查看 
examples/voice-examples.md
。

7. Messaging Framework

7. 信息传递框架

Create elevator pitch template, define primary and secondary messages, establish proof points, and create CTA guidelines.
See 
references/voice-and-messaging.md
for messaging framework details.
创建电梯演讲模板，定义核心与次要信息，确立支撑论据，并制定CTA（行动号召）规范。
信息传递框架详情请查看 
references/voice-and-messaging.md
。

Application Domains

应用领域

Digital Assets

数字资产

Website brand application, social media guidelines, email marketing templates.
网站品牌应用、社交媒体规范、电子邮件营销模板。

Print Materials

印刷物料

Business cards, brochures, signage, banners.
名片、宣传册、标识牌、横幅。

Marketing Collateral

营销物料

White papers, case studies, product sheets.
白皮书、案例研究、产品手册。

Product Packaging

产品包装

Package design guidelines, label design.
包装设计规范、标签设计。

Internal Communications

内部沟通

Presentation templates, internal newsletters, internal signage.
See 
references/application-domains.md
for comprehensive guidelines across all channels.
演示模板、内部通讯、内部标识。
全渠道综合规范请查看 
references/application-domains.md
。

Core Workflows

核心工作流

Workflow 1: Creating Comprehensive Brand Guidelines

工作流1：制定全面的品牌指南

Phase 1: Brand Foundation Define brand strategy, conduct brand audit, and perform competitor analysis.
Phase 2: Visual Identity Development Design/refine logo, develop color palette, create typography system, and establish supporting visual elements.
Phase 3: Voice and Messaging Define brand voice characteristics, create messaging framework.
Phase 4: Application Guidelines Create application examples and document do's and don'ts.
Phase 5: Document Creation Structure the guidelines document, design it following brand standards, and create multiple versions (full, quick reference).
Phase 6: Distribution and Implementation Create digital asset library, conduct training, and establish maintenance plan.
See 
references/detailed-workflows.md
for complete step-by-step instructions.
阶段1：品牌基础搭建 定义品牌战略，开展品牌审计，进行竞品分析。
阶段2：视觉形象开发 设计/优化标志，开发调色板，创建排版系统，确立配套视觉元素。
阶段3：语气与信息传递 定义品牌语气特征，创建信息传递框架。
阶段4：应用规范制定 创建应用示例，记录正确/错误用法。
阶段5：文档编制 构建指南文档结构，遵循品牌标准进行设计，并创建多个版本（完整版、快速参考版）。
阶段6：分发与落地 创建数字资产库，开展培训，建立维护计划。
完整的分步说明请查看 
references/detailed-workflows.md
。

Workflow 2: Auditing Materials for Brand Compliance

工作流2：物料品牌合规性审计

Audit Preparation Define audit scope, create comprehensive checklist covering logo, color, typography, imagery, messaging, layout, and accessibility.
Conducting the Audit Systematically review materials, document issues with severity ratings, and categorize findings.
Analysis and Reporting Analyze patterns, identify root causes, create detailed audit report.
Remediation Prioritize corrections (critical, moderate, minor), execute fixes, and implement prevention measures.
See 
references/detailed-workflows.md
for complete audit methodology and checklist templates.
审计准备 定义审计范围，创建涵盖标志、色彩、排版、图像、信息传递、布局及可访问性的全面检查清单。
执行审计 系统审查物料，记录问题并标注严重程度，对发现的问题进行分类。
分析与报告 分析问题模式，识别根本原因，生成详细的审计报告。
整改优化 优先处理整改项（严重、中等、轻微），执行修正措施，落实预防机制。
完整的审计方法与检查清单模板请查看 
references/detailed-workflows.md
。

Workflow 3: Applying Brand to New Documents

工作流3：为新文档应用品牌规范

Planning Phase Understand document purpose, audience, goals, and gather brand resources.
Design Phase Set up document structure, apply brand foundations, establish hierarchy, and apply visual brand elements.
Content Phase Write on-brand content, apply brand voice, incorporate key messages.
Review and Refinement Self-review against guidelines, get feedback and approval.
Finalization Prepare final files, organize assets, and document for future reference.
See 
references/detailed-workflows.md
for detailed document creation workflow.
规划阶段 明确文档目的、受众、目标，并收集品牌资源。
设计阶段 搭建文档结构，应用品牌基础规范，确立层级结构，添加视觉品牌元素。
内容阶段 撰写符合品牌风格的内容，应用品牌语气，融入核心信息。
审查与优化 对照指南进行自我审查，获取反馈并获得批准。
最终定稿 准备最终文件，整理资产，记录存档以便后续参考。
详细的文档创建工作流请查看 
references/detailed-workflows.md
。

Workflow 4: Managing Multiple Brands/Sub-brands

工作流4：管理多个品牌/子品牌

Brand Architecture Setup Define brand relationship (branded house, house of brands, endorsed brands, or hybrid), establish brand hierarchy.
Multi-Brand Guidelines Development Create tiered guidelines, define shared vs. unique elements.
Brand Management Systems Organize brand assets, implement DAM system and brand portal.
Cross-Brand Consistency Maintain family resemblance, handle co-branding scenarios, establish governance.
See 
references/detailed-workflows.md
for multi-brand management strategies.
品牌架构搭建 定义品牌关系（单一品牌架构、多品牌架构、背书品牌架构或混合架构），确立品牌层级。
多品牌指南制定 创建分层指南，定义共享与独特元素。
品牌管理系统 整理品牌资产，部署DAM系统与品牌门户。
跨品牌一致性维护 保持品牌家族相似性，处理联合品牌场景，建立治理机制。
多品牌管理策略请查看 
references/detailed-workflows.md
。

Best Practices

最佳实践

Maintaining Consistency Across Channels

跨渠道一致性维护

  • Create locked templates with protected brand elements
  • Establish approval workflows for brand-critical materials
  • Provide easy access to approved assets
  • Schedule regular brand audits (weekly monitoring, quarterly mini-audits, annual comprehensive audits)
  • 创建锁定模板，保护品牌核心元素
  • 建立品牌关键物料的审批流程
  • 提供已批准资产的便捷访问渠道
  • 定期开展品牌审计（每周监控、每季度小型审计、年度全面审计）

Balancing Flexibility with Consistency

平衡灵活性与一致性

  • Define core non-negotiable elements (logo, primary colors, primary typeface)
  • Allow flexibility in approved areas (secondary colors, imagery selection, content structure)
  • Create exception request process for special circumstances
  • Document approved exceptions
  • 定义核心不可协商元素（标志、主色调、主字体）
  • 在批准范围内允许灵活调整（辅助色、图像选择、内容结构）
  • 建立特殊场景的例外请求流程
  • 记录已批准的例外情况

Training Stakeholders

相关人员培训

  • Create tiered training (brand basics for all, deep dive for marketing, vendor guidelines)
  • Provide quick reference materials (one-page guides, video tutorials)
  • Implement certification program for key stakeholders
  • Schedule regular refresher training
  • 创建分层培训（全员品牌基础培训、营销人员深度培训、供应商规范培训）
  • 提供快速参考资料（单页指南、视频教程）
  • 为核心人员实施认证计划
  • 定期开展复习培训

Measuring Brand Compliance

品牌合规性衡量

Track compliance scores by category (logo usage, color accuracy, typography, imagery, voice), monitor trends over time, and recognize good brand stewardship.
按类别跟踪合规得分（标志使用、色彩准确性、排版、图像、语气），监控长期趋势，表彰优秀的品牌规范执行人员。

Common Pitfalls and Solutions

常见问题与解决方案

Logo Misuse

标志误用

Problem: Stretching, color changes, insufficient clear space Solution: Provide locked logo files, create visual do's/don'ts guide, implement approval process
问题： 拉伸、改色、留白不足 解决方案： 提供锁定的标志文件，创建视觉正确/错误用法指南，落实审批流程

Color Inconsistency

色彩不一致

Problem: Approximated colors instead of exact values, poor accessibility Solution: Provide color swatches in all formats, document approved combinations, test all pairings for WCAG compliance
问题： 使用近似色而非精确值，可访问性差 解决方案： 提供全格式的色彩样本，记录已批准的色彩组合，测试所有色彩组合的WCAG合规性

Typography Violations

排版违规

Problem: Wrong fonts, inconsistent hierarchy, poor readability Solution: Provide font files with licenses, create hierarchy templates, set minimum size requirements
问题： 使用错误字体、层级不一致、可读性差 解决方案： 提供带许可的字体文件，创建层级模板，设置最小字号要求

Off-Brand Imagery

品牌不符的图像

Problem: Generic stock photos, inconsistent style, poor quality Solution: Create approved photography style guide, curate approved image library, provide image examples
问题： 通用图库照片、风格不一致、质量差 解决方案： 创建已批准的摄影风格指南，整理已批准的图像库，提供图像示例

Voice Inconsistency

语气不一致

Problem: Tone doesn't match brand, corporate jargon, passive voice Solution: Define clear voice characteristics, provide before/after examples, conduct writing training
See 
examples/voice-examples.md
for real-world before/after comparisons.
问题： 语气不符合品牌定位、使用企业行话、被动语态 解决方案： 明确品牌语气特征，提供修改前后示例，开展写作培训
真实场景的语气示例（修改前后对比）请查看 
examples/voice-examples.md
。

Resources and Templates

资源与模板

Complete Templates

完整模板

  • Brand Guideline Document Template: 
    examples/brand-guideline-template.md
  • Logo Usage Guide: 
    examples/logo-usage-guide.md
  • Voice and Tone Examples: 
    examples/voice-examples.md
  • 品牌指南文档模板： 
    examples/brand-guideline-template.md
  • 标志使用指南： 
    examples/logo-usage-guide.md
  • 语气与风格示例： 
    examples/voice-examples.md

Reference Documentation

参考文档

  • Visual Specifications: 
    references/visual-specifications.md
  • Voice and Messaging: 
    references/voice-and-messaging.md
  • Application Domains: 
    references/application-domains.md
  • Detailed Workflows: 
    references/detailed-workflows.md
  • 视觉规格： 
    references/visual-specifications.md
  • 语气与信息传递： 
    references/voice-and-messaging.md
  • 应用领域： 
    references/application-domains.md
  • 详细工作流： 
    references/detailed-workflows.md

Key Takeaways

关键要点

For Creating Brand Guidelines:

制定品牌指南：

  • Start with strategy before design
  • Document everything (specifications, ratios, use cases)
  • Test for accessibility from the start
  • Create multiple versions (comprehensive and quick reference)
  • Make guidelines reflect the brand they represent
  • 先明确战略再进行设计
  • 记录所有细节（规格、比例、使用场景）
  • 从一开始就测试可访问性
  • 创建多个版本（完整版与快速参考版）
  • 指南要体现品牌自身的特质

For Applying Brand Guidelines:

应用品牌指南：

  • Always reference guidelines before creating new materials
  • Use templates when available
  • When in doubt, ask for approval
  • Document exceptions with rationale
  • Share completed work as examples for others
  • 创建新物料前务必参考指南
  • 尽量使用模板
  • 存疑时请申请批准
  • 记录例外情况及理由
  • 分享已完成的合规物料作为示例

For Maintaining Brand Consistency:

维护品牌一致性：

  • Make guidelines easily accessible
  • Provide locked templates
  • Conduct regular audits
  • Offer ongoing training
  • Celebrate good brand stewardship
  • Update guidelines as brand evolves
  • 确保指南易于访问
  • 提供锁定模板
  • 定期开展审计
  • 提供持续培训
  • 表彰优秀的品牌规范执行人员
  • 随着品牌发展更新指南

Signs of Effective Brand Guidelines:

品牌指南有效的标志：

  • Stakeholders can find answers quickly
  • Brand compliance improves over time
  • Materials feel cohesive across channels
  • Team can work independently with confidence
  • Brand is instantly recognizable
  • 相关人员能快速找到答案
  • 品牌合规性逐步提升
  • 跨渠道物料风格统一
  • 团队能自信地独立开展工作
  • 品牌具有高度辨识度