{"id":31854,"date":"2015-10-16T15:53:06","date_gmt":"2015-10-16T14:53:06","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=31854"},"modified":"2019-06-26T08:31:55","modified_gmt":"2019-06-26T07:31:55","slug":"der-guardian-unveil-brand-guidelines","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/de\/business-marketing\/the-guardian-unveil-brand-guidelines\/","title":{"rendered":"The Guardian stellt Markenrichtlinien vor"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><\/p>\n<h3><em>In dem Bestreben, ihre \"Marken-DNA\" zu festigen, hat The Guardian nun ihre offiziellen Leitlinien vorgestellt, um eine stetige Evolution statt einer Revolution zu gew\u00e4hrleisten.<\/em><\/h3>\n<p>\u00c4hnlich wie der fr\u00fchere Facebook-Designer Ben Barry sahen sich Alex Breuer und Chris Clarke bei ihrer Ernennung zu Kreativdirektoren bei The Guardian vor eine gro\u00dfe Herausforderung gestellt. Das Ziel war es, die unz\u00e4hligen verschiedenen Stile, Farben und Muster, die die Marke Guardian ausmachen, zusammenzubringen.<\/p>\n<figure id=\"attachment_31856\" aria-describedby=\"caption-attachment-31856\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31856\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.30.41-copy.jpg\" alt=\"Marke Guardian\" width=\"600\" height=\"361\" \/><figcaption id=\"caption-attachment-31856\" class=\"wp-caption-text\">Bild <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>Bei dieser Aufgabe mussten die beiden zusammen mit ihrem Team eine Strategie entwickeln, die ein einfaches Verst\u00e4ndnis der Marke im gesamten Unternehmen erm\u00f6glicht und die Werte der einzelnen Abteilungen sowie des gesamten Unternehmens f\u00fcr die Leser leicht verst\u00e4ndlich macht. Der erste Punkt auf der Tagesordnung war die Typografie, die mit der Handschrift eines Menschen verglichen wurde. Sie ist der erste Ber\u00fchrungspunkt mit dem Leser und muss auf Anhieb erkennbar sein. Die Schriftart ist nun mit einer Auswahl von 8 verschiedenen Schriftarten und einem Leitfaden festgelegt, in dem empfohlen wird, wann sie verwendet werden sollten.<\/p>\n<figure id=\"attachment_31855\" aria-describedby=\"caption-attachment-31855\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31855\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.27.59.png\" alt=\"Guardian Brand Farben\" width=\"600\" height=\"601\" \/><figcaption id=\"caption-attachment-31855\" class=\"wp-caption-text\">Bild <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>Das n\u00e4chste entscheidende Element der Marke, das von den neuen Kreativdirektoren bewertet werden sollte, waren die Farben. Sie geben den Lesern Anhaltspunkte und erm\u00f6glichen eine harmonische Navigation durch die Zeitung. Apropos Harmonie: Die verwendeten Farben m\u00fcssen immer zusammenpassen und d\u00fcrfen nicht miteinander kollidieren, um die Reise durch die Zeitung zu erleichtern und als praktische Wegweiser zu dienen, die auf die Art des Artikels hinweisen.<\/p>\n<figure id=\"attachment_31857\" aria-describedby=\"caption-attachment-31857\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-31857\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/10\/Screen-Shot-2015-10-16-at-15.33.10.png\" alt=\"Guardian Brand Signposts\" width=\"600\" height=\"783\" \/><figcaption id=\"caption-attachment-31857\" class=\"wp-caption-text\">Bild <a href=\"https:\/\/twitter.com\/GuardianDesign\" target=\"_blank\" rel=\"noopener noreferrer\">@GuardianDesign<\/a><\/figcaption><\/figure>\n<p>Das Ergebnis ist eine riesige Identit\u00e4tslandschaft, die komplex ist und dennoch perfekt funktioniert. Es ist mehr als nur ein Impressum, jedes Element hat ein Gef\u00fchl der Zugeh\u00f6rigkeit, und sie arbeiten wie Zahnr\u00e4der, um die Marke als Einheit zu bewegen. Dies ist vom kleinsten Favicon ihres \"Rondell\"-Logos bis zur Farbtheorie hinter den Inhalten der verschiedenen Abschnitte erkennbar. Alex und Chris sind hier noch nicht fertig; die Marke kann sich nun mit einem klaren Rahmen und einem Richtungssinn weiterentwickeln, um sich zu artikulieren und auszudr\u00fccken, mit einem soliden Fundament und klarem Raum f\u00fcr Wachstum.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":31859,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-31854","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Guardian Unveil Brand Guidelines | Solopress<\/title>\n<meta name=\"description\" content=\"In a bid to 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