SR2 Alana Peddie

                                   

Since Skype was founded in 2003 it has developed a clear and instantly recognisable visual language. To assist in maintaining a consistent image it developed a branding guideline entitled 'How we Look.' which focuses upon how it wants designers to use its photography and illustrations. It has examples on the subtle differences between good and bad usages. 

'Do's and don'ts'

This guideline takes the designer step by step through the basic elements which make up Skype. The faces of Skype which are covered are: Our logo, Our Typeface, Our colours, Our strapline, Clouds, Illustrations, Rainbows, Putting clouds and rainbows together, Photography, Photography usage, Putting it all together, How it can all go wrong and Skype Pro.

'Our Colours'

'Our typeface on-line'

'Clouds'

This very specific plan aimed towards designers of all material connected with the brand Skype has easy and direct association to a product. As a result all a user needs to see is blue and white, clouds and rainbows and the distinctive logo and Skype comes to the mind.

References: Kat Neville, Designing Style Guidelines for Brands and Websites, (July 21st 2010) http://www.smashingmagazine.com/2010/07/21/designing-style-guidelines-for-brands-and-websites/ (visited April 15th 2012)

Skype Brand Book (April 23rd 2007) http://issuu.com/bondo/docs/skype_brand_book_-_look?mode=embed&documentId=081126144540-63ceb3433ffe4a79aacf4f93d029fcb0&layout=grey (visited April 15th 2012)