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3 Ideas for Balancing Branding Guidelines with E-Learning Design
Company branding is essential for recognition and consistency. Many organizations create guidelines to make branding easy and straightforward. These guidelines specify which design elements to use to ensure that communications with clients and vendors have a uniform look and feel.
The challenge with branding guidelines is that they’re typically not designed for e-learning. While uniformity creates a more consistent brand experience, it also limits color schemes, fonts, imagery, and other creative treatments.
Balancing branding guidelines with your goals for creating engaging and effective e-learning might seem challenging, but the following creative ideas can help.
Idea #1: Make a Case For E-learning as an Exception to the Rules
Creative e-learning is worth fighting for! Here are some excellent points you can bring up with your branding team.
E-learning isn’t static. It’s more interactive than a presentation. That interaction means you’ll need to modify images, layout, and text to accommodate a different user experience.
E-learning serves an instructional purpose. To change a learner’s behavior, you need to connect with them on different emotional levels depending on the subject matter. Learners might find it strange or even off-putting to see a brand’s happy pink and purple color scheme playing a prominent role in a serious course on workplace violence prevention, for instance.
E-learning targets an internal audience. As long as what you’re creating uses a tone of voice consistent with the brand’s voice, the audience can interpret the actual looks in more subtle ways, like the course player color or the font choice.
Idea #2: Show the Client What “On Brand” Can Look Like
Don’t just tell your client about your vision; show them! A mood board displaying images, icons, navigation elements, color palettes, and fonts is a great way to present your ideas to stakeholders quickly. If you have more time, a branded Storyline 360 prototype can provide a more immersive experience, using custom fonts and color themes on a variety of common slide layouts.
Idea #3: Define “On Brand” with Your Branding Folks
Another way to overcome strict corporate branding guidelines is to develop an e-learning-specific style guide. You can even invite your branding team to be your subject matter experts and help create a guide that reflects some of the brand’s core elements without sacrificing your courses’ instructional integrity or creativity. Check out this Storyline 360 style guide and this Rise 360 style guide for examples.
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Looking for more creative solutions for dealing with branding guidelines? Check out these articles:
How have you creatively incorporated branding guidelines into your e-learning projects? Please leave a comment below to share your experience.
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I agree completely! In my opinion organizations spend large sums of money to create their Corporate Brand Identity and as such they feel that it should be the design cornerstone of all their courses. My biggest concern with this is that employees are often not connected with on an emotional Instructional level in their courses as these look similar to all other internal communications, marketing materials, desktop backgrounds and their intranet. Even though a company is (rightfully) proud of their corporate identity doesn’t mean that it was created with managing the attention and engagement of online learners. Let the course design elements rather support the learning that needs to take place instead of conforming to the company brand book.
Branding is important, but e-learning isn't marketing material. It's an online learning experience. It is good to keep to colour schemes and fonts, but it shouldn't restrict the learning experience for the user.
It also depends on the brand. Some brands are well developed, with a lot of options for colours/layouts/fonts/sizing. Other brands are very restrictive, and would create a very dull learning experience if you had to spend an hour or more interacting with it.
In my humble opinion, great IDs are problem solvers at their core. Working with branding guidelines is part of a common problem, and usually isn't difficult to solve.
The scenario in which all eLearning being produced within an organization looks and feels like a disjointed conglomeration of random learning products, each with its own completely distinct flavor, is harmful to the big picture of a learning organization as well.
I don't disagree that branding guidelines certainly are not designed with eLearning (or any learning) in mind, but I do think that it becomes an easy/lazy excuse for not coming up with a solution. I've yet to see a company that uses the guidelines to say that every color must unreasonably be within their palette (re: "I don't care if trees are green, our colors are blue and orange!"), or that has font restrictions that impede learning.
Option 2 provides the most reasonable approach. More work, but the best IDs will always relish that challenge.
We simply incorporated the branding color scheme and logo into the player. We also use branded photos for the backgrounds with muted overlays. Then we use complimentary color schemes in the e-learning material itself. We received no push back but kudos for good use of the brand. I will say that we are fortunate in that we are in-house designers and are only dealing with one brand/company rather than having several clients to please.
If you cannot create effective training that is inline with the clients brand guidelines then there is something wrong with the brand guidelines not your approach. Good luck convincing your client of that though.
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\n
Company branding is essential for recognition and consistency. Many organizations create guidelines to make branding easy and straightforward. These guidelines specify which design elements to use to ensure that communications with clients and vendors have a uniform look and feel.
\n
The challenge with branding guidelines is that they’re typically not designed for e-learning. While uniformity creates a more consistent brand experience, it also limits color schemes, fonts, imagery, and other creative treatments.
\n
Balancing branding guidelines with your goals for creating engaging and effective e-learning might seem challenging, but the following creative ideas can help.
\n
Idea #1: Make a Case For E-learning as an Exception to the Rules
\n
Creative e-learning is worth fighting for! Here are some excellent points you can bring up with your branding team.
\n
\n
E-learning isn’t static. It’s more interactive than a presentation. That interaction means you’ll need to modify images, layout, and text to accommodate a different user experience.
\n
E-learning serves an instructional purpose. To change a learner’s behavior, you need to connect with them on different emotional levels depending on the subject matter. Learners might find it strange or even off-putting to see a brand’s happy pink and purple color scheme playing a prominent role in a serious course on workplace violence prevention, for instance.
\n
E-learning targets an internal audience. As long as what you’re creating uses a tone of voice consistent with the brand’s voice, the audience can interpret the actual looks in more subtle ways, like the course player color or the font choice.
\n
\n
Idea #2: Show the Client What “On Brand” Can Look Like
\n
Don’t just tell your client about your vision; show them! A mood board displaying images, icons, navigation elements, color palettes, and fonts is a great way to present your ideas to stakeholders quickly. If you have more time, a branded Storyline 360 prototype can provide a more immersive experience, using custom fonts and color themes on a variety of common slide layouts.
\n
Idea #3: Define “On Brand” with Your Branding Folks
\n
Another way to overcome strict corporate branding guidelines is to develop an e-learning-specific style guide. You can even invite your branding team to be your subject matter experts and help create a guide that reflects some of the brand’s core elements without sacrificing your courses’ instructional integrity or creativity. Check out this Storyline 360 style guide and this Rise 360 style guide for examples.
\n
Resources
\n
Looking for more creative solutions for dealing with branding guidelines? Check out these articles:
How have you creatively incorporated branding guidelines into your e-learning projects? Please leave a comment below to share your experience.
\n
Follow us on Twitter and come back to E-Learning Heroes regularly for more helpful advice on everything related to e-learning. If you have any questions, please share them in the comments.
","body@stringLength":"5588","rawBody":"
\n
Company branding is essential for recognition and consistency. Many organizations create guidelines to make branding easy and straightforward. These guidelines specify which design elements to use to ensure that communications with clients and vendors have a uniform look and feel.
\n
The challenge with branding guidelines is that they’re typically not designed for e-learning. While uniformity creates a more consistent brand experience, it also limits color schemes, fonts, imagery, and other creative treatments.
\n
Balancing branding guidelines with your goals for creating engaging and effective e-learning might seem challenging, but the following creative ideas can help.
\n
Idea #1: Make a Case For E-learning as an Exception to the Rules
\n
Creative e-learning is worth fighting for! Here are some excellent points you can bring up with your branding team.
\n
\n
E-learning isn’t static. It’s more interactive than a presentation. That interaction means you’ll need to modify images, layout, and text to accommodate a different user experience.
\n
E-learning serves an instructional purpose. To change a learner’s behavior, you need to connect with them on different emotional levels depending on the subject matter. Learners might find it strange or even off-putting to see a brand’s happy pink and purple color scheme playing a prominent role in a serious course on workplace violence prevention, for instance.
\n
E-learning targets an internal audience. As long as what you’re creating uses a tone of voice consistent with the brand’s voice, the audience can interpret the actual looks in more subtle ways, like the course player color or the font choice.
\n
\n
Idea #2: Show the Client What “On Brand” Can Look Like
\n
Don’t just tell your client about your vision; show them! A mood board displaying images, icons, navigation elements, color palettes, and fonts is a great way to present your ideas to stakeholders quickly. If you have more time, a branded Storyline 360 prototype can provide a more immersive experience, using custom fonts and color themes on a variety of common slide layouts.
\n
Idea #3: Define “On Brand” with Your Branding Folks
\n
Another way to overcome strict corporate branding guidelines is to develop an e-learning-specific style guide. You can even invite your branding team to be your subject matter experts and help create a guide that reflects some of the brand’s core elements without sacrificing your courses’ instructional integrity or creativity. Check out this Storyline 360 style guide and this Rise 360 style guide for examples.
\n
Resources
\n
Looking for more creative solutions for dealing with branding guidelines? Check out these articles:
How have you creatively incorporated branding guidelines into your e-learning projects? Please leave a comment below to share your experience.
\n
Follow us on Twitter and come back to E-Learning Heroes regularly for more helpful advice on everything related to e-learning. If you have any questions, please share them in the comments.
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I agree completely! In my opinion organizations spend large sums of money to create their Corporate Brand Identity and as such they feel that it should be the design cornerstone of all their courses. My biggest concern with this is that employees are often not connected with on an emotional Instructional level in their courses as these look similar to all other internal communications, marketing materials, desktop backgrounds and their intranet. Even though a company is (rightfully) proud of their corporate identity doesn’t mean that it was created with managing the attention and engagement of online learners. Let the course design elements rather support the learning that needs to take place instead of conforming to the company brand book.
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Branding is important, but e-learning isn't marketing material. It's an online learning experience. It is good to keep to colour schemes and fonts, but it shouldn't restrict the learning experience for the user.
It also depends on the brand. Some brands are well developed, with a lot of options for colours/layouts/fonts/sizing. Other brands are very restrictive, and would create a very dull learning experience if you had to spend an hour or more interacting with it.
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In my humble opinion, great IDs are problem solvers at their core. Working with branding guidelines is part of a common problem, and usually isn't difficult to solve.
The scenario in which all eLearning being produced within an organization looks and feels like a disjointed conglomeration of random learning products, each with its own completely distinct flavor, is harmful to the big picture of a learning organization as well.
I don't disagree that branding guidelines certainly are not designed with eLearning (or any learning) in mind, but I do think that it becomes an easy/lazy excuse for not coming up with a solution. I've yet to see a company that uses the guidelines to say that every color must unreasonably be within their palette (re: \"I don't care if trees are green, our colors are blue and orange!\"), or that has font restrictions that impede learning.
Option 2 provides the most reasonable approach. More work, but the best IDs will always relish that challenge.
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We simply incorporated the branding color scheme and logo into the player. We also use branded photos for the backgrounds with muted overlays. Then we use complimentary color schemes in the e-learning material itself. We received no push back but kudos for good use of the brand. I will say that we are fortunate in that we are in-house designers and are only dealing with one brand/company rather than having several clients to please.
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If you cannot create effective training that is inline with the clients brand guidelines then there is something wrong with the brand guidelines not your approach. Good luck convincing your client of that though.
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