Having thumbed through more than my share of brand standards over the years I have formed some pretty definite opinions on what constitutes a good set of guidelines and what doesn’t. (To see my thoughts in full feel free to check out my blog post on the subject. The Brand Guidelines, Guideline)

So when I got the opportunity to finally set down, in Brand Guideline format, the Modo Modo standards I took the job very seriously. Well, as seriously as I can take anything. In as concise a document as I could conjure I laid out the structure of a brand that, after 10 years of existence, had never once defined itself or its elements.