Brand Assets and Brand Guidelines | Brand Rules

Brand Book Rules (or brand dos and don’ts)

Brand assets need to be treated correctly. Brand rules and brand guidelines are a key component in a brand book for brand usage requirements.

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An inevitable section of every Brand Book is the “Rules” section. This is the section of the brand book where you spell out, in excruciating detail, the dos and don’ts of portraying your brand imagery. It’s primarily used by your marketing partners, but the group that will need this section of the brand book the very most are your employees.

The Rules Section of the Brand Book usually goes something like this:

  • Do use the logo in this manner — don’t stretch it, skew, it or distort the colors.
  • Do use it with sufficient white space around it — don’t use it behind text, over text, or through text.
  • Do use font x, don’t use any other font.

In our Rubber Duckie Brand Book, the Rules Section might look something like this:

The Rubber Duckie brand representation is not as rigidly defined as it for many brands. However, the brand itself still has certain hallmarks that should not be tampered with.

Rubber Duckie is ALWAYS portrayed as being on the chubby side. Rubber Duckie should never be displayed as thin or “on a diet.” Just as Santa is portly, so too is the Rubber Duckie, this lends to his humor, fun, and joyful good nature.

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Never stretch or skew Rubber Duckie! Rubber Duckie is NOT a product of a house of mirrors. Rubber Duckie’s iconic shape is an essential element of the brand and should not be manipulated through haste, or intentional misshape.

brand book, brand guidelines, brand identity, brand book tutorial, brand guidelinesRubber Duckie is best known for its brand colors, yellow and orange. While the Rubber Duckie’s joviality does lend itself to dress up, the Rubber Duckie should always be represented in the traditional yellow and orange configuration–and NEVER with hair.

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Mooche Nooris Rubber Ducky by Celebriducks

There is only one AND ONLY ONE permissible “dress up” version permitted for Rubber Duckie. This exception to the otherwise iron-clad rule is due to the close relationship between Puddles and the Rubber Duckie. Rubber Duckie’s favorite team are the University of Oregon Ducks, and Puddles — the mascot is a similar fan of Rubber Duckie’s. When Mike Bellotti, long-time coach agreed to be represented as Rubber Duckie, this one-time exception was created. (((GO DUCKS!)))


Mike Bellotti Rubber Ducky by Celebriducks

Treat Rubber Duckie’s brand with respect and it will bestow upon you riches, joy, and good clean fun. Mistreat the logo and after you suffer the wrath of the Marketing Department, sorrow and bad luck will follow you for 12 years unless of course you forward this message to 25 of your closest friends in the next 5 minutes.

See more from the Brand Book Tutorial Series

Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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