Taylor Barstow
visual identity guidelines FOR website_Artboard 1.png

TEF

Design Systems / Implementation

visual identity guidelines FOR website_Artboard 1.png
 

Refreshing TEF’s Brand Manual

TEF Design is an architecture and interior design firm with 22 years of diverse projects and a growing staff of architects.

CHALLENGE

How could the marketing team better define our brand to ensure architecture documentation and marketing materials are more visually cohesive?

My Role / TEAM

After recognizing the need for implementing accurate design systems, I pitched, designed and established updated visual identity guidelines in collaboration with the Marketing Director. The team's constraints included:

  • diverse aesthetic preferences (both for the brand and architecture) among democratic architecture team

  • wide collection of apps/tech (REVIT, Bluebeam, Adobe, Sketchup, BIM360, Adobe, GSuite, etc.) the brand must function across

  • small team size (two Designers and one marketing director/designer)

Display 0771 2020-05-05.jpg
 
 

STANDARDS

Updates included in the new brand guidelines:

  • narrowed 5 logos to 1 primary and 1 secondary logo

  • correct and incorrect logo usage, clear space and standard sizes

  • type styles (character and paragraph)

  • singular orange color code and gray color code

 
visual identity guidelines FOR website_Artboard 4.png