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Masterplug Brand Guidelines

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Masterplug offers portable power solutions. Although its logo works, the brand has never had a set of guidelines to keep the brand consistent.

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The brand has a distinguished look that makes it stand out from the competition, but design work was largely inconsistent, with no regard for scale or balance between the design elements. Although the artwork looked similar, when the products were all placed on a shelf it weakened the brand's visual impact.

Typefaces were all over the place, with 4 different fonts being used on similar products, across various weights. Colours were inconsistent throughout, with different designers using different references. This wall all reduced to one typeface, using three weights, and to well-defined colour swatches.

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The solution was to create a design that is scalable, and to have pre-defined heights to work from. So the size of the packaging dictates the size of the logo, and the size of the logo dictates the size of almost every other element. This way all elements remain consistent throughout, on a simple set of guidelines that is easy to use.

The most challenging section on creating guidelines was the packaging. Masterplug has a vast catalogue of products, with different packaging approaches. On top of this, although concepts are developed in London, the design is then implemented by the artwork team in China. The two key points for these guidelines were that they had to be able to adapt to every type of layout and they had to be simple and straightforward to use.

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