While brand values are focused on the overall brand, design principles are more focused on products and what they should look like.įor example, the U.S. These are intended to help teams across an organization align on common goals, use the design system, and make meaningful design decisions, no matter how they build. Most design systems will include a set of design principles. Since these values are intended to inform everything Help Scout designs, writes, codes, and otherwise creates, readers are encouraged to explore them first before browsing other parts of the design system. Help Scout’s brand values are helpful, trustworthy, human and organic, energetic, and curious. Brand values not only define how teams should create products and content but also define how users should feel when interacting with the brand. They are meant to guide every design and content decision and help teams stick to the brand objectives. Here’s a section detailing appropriate usage of Microsoft’s wordmarks and names of software, products, or services:Īn essential part of a brand's identity, brand values are overarching ideals for aligning teams and their designs across a company. Microsoft’s brand style guide, for example, how to use the Microsoft brand assets - and how not to - to manage and protect the value of the brand and the trust it represents. It dictates what colors, fonts, font sizes, logo variations, and types of images to use. As an example, check out the pattern library of Segment’s design system, Evergreen, below:Ī brand style guide governs the general look-and-feel of a company's branding. These patterns are usually contained in a separate library from components. For example, a vertical dropdown menu is a web design pattern that solves the challenge that many larger websites face of fitting links to multiple site sections on a single page, without cluttering it. An avatar, badge, dropdown menu, icon, logo, page layout, spinner, and tag are all examples of components.īelow is a look at the component library of Base Web, Uber’s design system that launched in 2019:Ĭomponents can be used in particular combinations to provide intuitive and consistent user experiences. Each component in a design system meets a specific interaction or UI need, and has been created to work together to provide intuitive user experiences. Component LibraryĪ component library - also known as a UI kit - contains reusable user interface (UI) components. The exact ingredients included in your organization’s design system will depend on your unique needs, teams, and products. The components we’ll discuss below are some of the most common in design systems, but not required. A smaller percentage reported that their design system had accessibility guidelines, design tokens, and content guidelines. For example, in a survey of designers by Material, most respondents reported that their design system had an icon library, UI kit, style guide, design guidelines or principles, component code library, and documentation site. It’s important to note that every design system is unique. Now that we have a better understanding of what a design system is, let’s take a closer look at what it’s made up of.įor a quick overview of what a design system is made up of and what benefits it provides a company, check out this video first: With these guidelines, it’s a design system that can be adopted by teams across product design, engineering, customer experience, and other parts of your organization. Without these guidelines, it’s just a library of components and code snippets. Here’s an explanation for its primary color palette specifically:Ĭomponents and documentation explaining how a company uses them - and why - makes up a design system. Instead, it details how they use color to distinguish their brand and create accessible, consistent experiences across products. Atlassian doesn’t simply provide the color palette, for example. It is also made up of documentation and guidelines that explains how and why the company designs in this way.Ītlassian’s design system, for example, is made up of a component library, pattern library, brand guidelines, logo library, illustration library, presentation kit, visual elements including colors, iconography, and typography, and content guidelines covering language and grammar, vocabulary, and writing style.Įach part of this design system contains guidelines for how to use a specific component and why. Using pre-built, global assets enables teams to build products that provide better user experiences in less time.Ī design system is more than a style guide or pattern library, although these are part of the system. A design system is a repository of repeatable components and standards for how to use those components to design and develop products.
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