Appeal |
Layout |
The layout is either cluttered, unorganized or sparse. |
The layout groups appropriate elements together, … |
… organizes them in an aesthetic manner … |
… that fosters readability and instant recognition. |
Retention |
Consistency |
The elements on the style guide are inconsistent and do not compliment each other. |
The elements are consistent... |
…and draw on similar principles and patterns… |
… to create a clear visual style and guide that is easy to use for designers who are not the primary author. |
Philosophy |
There is no discussion about the overall vision or purpose of the guide. |
The guide has a statement or references to an overarching philosophy... |
...that identifies the goals of the brand guide... |
...and gives another designer a clear perspective on how the style guide aids the goals of the organization. |
Comprehension |
Logo |
Logos are not included or inconsistent |
Primary and secondary logos are included... |
...and are visually appealing and consistent... |
… and includes rules that clearly describe their uses to another designer. |
Color |
Colors are not included or appear to be randomly chosen. |
Primary and secondary colors are included … |
… that are coherent and complementary … |
… and includes rules that clearly describe their uses to another designer. |
Typography |
Fonts are not sufficiently included. |
Fonts for headers, body text, and other typesetting rules are included... |
…that are coherent and complementary … |
… and include rules that clearly describe their uses. |
Other Assets |
Other assets required by the context are not included |
Additional assets are included... |
...and are consistent with other elements... |
...and provide useful guidance for their use and creating a coherent guide. |