Many of our digital brands have been designed using a multi-brand, responsive design system.
Digital Brand Compliance
By Marita Purins
The foundations of our digital brands such as colours, fonts, icons and the responsive grid along with the most commonly used interface elements are specified in the Design System – our single source of truth for the Groups brands within the digital space.
The Design System is essentially a digital brand style guide. It’s been built in HTML to help us efficiently manage 6 brands (and counting). Each brand’s code can also be leveraged by front-end developers to build multi-brand, responsive solutions with greater brand consistency and quality at speed with less effort.
There are three levels of digital brand compliance
Getting the basics right, all projects need to align with Level 1 to be visually brand compliant. To achieve this level means you have used the correct colours, fonts and basic UI elements - presenting our brands to customers more consistently.
Aligning to these design guidelines means no more wasted time determining or discussing button colours and corner radiuses – it’s all taken care of.
This is where you start realising the benefits of using the design system. When implemented correctly, the design system ensures that you can design your project once and it will work across any brand you need it to (with some small tweaks of course!).
Using the grid to create responsive designs will mean your project can also work on almost any screen size. This ensures efficiency, scalability and most of all productivity.
One design, multiple brands and devices.
This is where things get really interesting. At level 3, not only are you fully brand aligned, multi-brand and responsive; by integrating with the Design System you’ll also benefit from the use of the developer tool kits and the ability to use code straight from the Design System.
So, as well as increasing the speed which your project can be created, it also means that any future branding updates will be a breeze, save time and money now and in the future.