First Impression

I enjoyed Brad Frost’s article because it was straight-forward and to the point. He organized it well so that you could easily click what part of the article you wanted to go to and it would bring you to it. A downside to this article is that there are parts where he is too brief and does not explain the basic style guide categories more than I would have liked.


Brand Identity
Design Language
Voice and Tone
I agree with Frost that these are important elements of style guides. It is important to use guides for different parts of your work while using them during your process. I am still fairly new with some of the elements he listed, which is why I would’ve liked more of an explanation on a few. The two elements I am most familiar with are Brand Identity and Voice and Tone.

Brand Manual

In class, we were given the task to create a brand manual for a company that is a few blocks from our college. This was a very tedious task, but it became extremely awarding in the end. I believe that a brand manual is one of the most important style guides for any company or brand. Inside the brand manual contains the: logo, signature, color palette, patterns/backgrounds, fonts, placement, letterhead, word marks, print, stationary(whew.) The list goes on. The language and voice/tone that Frost listed also go along with this category, and they possibly could have been compiled into one.


MailChimp is a favorite of mine just because they are such a success in this category. I first became a fan of MailChimp after reading Design for Emotion by Aaron Walter. MainChimp’s style now reflects their friendly and positive language and they are seen as an enjoyable application to use. I was happy to see Frost use them as an example for great tone and voice(and I think it would be hard for any designer to disagree with him.) Here are two examples from MailChimp that reflect their style.

Mailchip is playful and encouraging.

Yet, they can serious and helpful when needed.


I agree with the categories Frost listed for style guides and I think this article could be helpful for student designers, like myself. It’s important to remember that a company or brand has multiple channels and they must all be cohesive to send the correct message to their audience. Without a cohesive design there could be a lot of confusion and it could lead to distrust.

This post was written by carlievank

Posted March 13, 2017 7:33 pm