Brand Guidelines Case Study

Case Study Overview: Calico Designs Brand Guide This case study was completed as part of a graphic design course focused on the development of cohesive brand identity systems. The objective was to understand how established brands create comprehensive brand guidelines and to apply that knowledge by developing a fictional brand of our own. For this project, I created a brand guide for a fictional company named Calico Designs, a creative studio specializing in graphic design. The concept behind Calico Designs was to establish a vibrant and welcoming brand identity, using bright, inviting colors and a friendly, recognizable mascot. I chose a calico cat as the brand icon, aiming to convey creativity, playfulness, and approachability. The brand guide I produced includes foundational elements such as logo usage, color palette, typography, and tone of voice. This booklet served as my introduction to building a structured and professional brand guideline, and it was inspired in part by the Duolingo brand system for its clarity and engaging visual identity. While the project successfully captures the essence of the brand, there is room for further development—particularly in exploring the significance of the calico cat as a brand mascot and how it reinforces the company’s personality and values. Reflective Note This project taught me the importance of consistency, storytelling, and intentional design choices in creating a brand identity. It was a valuable exercise in thinking beyond just aesthetics and considering how each element contributes to a cohesive brand experience. Moving forward, I plan to continue developing my ability to articulate design decisions and deepen my understanding of how branding can shape perception and connection. This case study helped me see the power of design not just as visual communication, but as a strategic tool for building trust and engagement.