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Don’t worry if you’re not sure what a Lookbook is—it’s not complicated, even if it’s an unfamiliar word. A Lookbook is basically a series of design rules that dictate the exact style of your Brand. The point is so that anybody who works on the visual design of your brand identity knows exactly what they’re doing and how they’re going to do it, whether they code your site or do your logo design. With a Lookbook, you’re going to achieve absolute design consistency, which is exactly what you want.
The key reason why you’re going to need a Lookbook is design consistency. Visual Branding is built from a number of key components:
colors, fonts, logo design, shapes, and brand emotions. The point of your Visual Branding is to create an audience experience, and you want that audience experience to be consistent. So, let’s explore what that means.
One example we’ll come back to time...
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