how to create a brand style guide

Also, note your logo’s proportions so that it can be resized with accuracy. When It’s Time to Create a Style Guide. Everything about your imagery, including style, color, and content, contributes to the perception of your brand. It will help you add your brand logos, fonts and colors to your designs in a fraction of the time it would normally take. Once again, Skype has knocked it out of the park with a simple but effective summary, contrasting words that they like with words that they don’t like. This means outlining what fonts are used for what purposes (in print and on the web). Brand stories can look pretty different at different companies, but there is one key thread that ties them all together: Brand stories wrap up a company’s vision, mission, and core values in one nice little package. To keep brand recognition intact, it’s more important than ever to make core brand colors well known and consistent. Take inspiration from today’s top brands and make your own brand style guide to allow everyone representing your brand to produce collateral quickly, efficiently, and with confidence. Why, exactly, does your company exist? In your brand style guide, clearly define your brand’s. That’s where a brand style guide comes in handy. The third component of your brand style guide is your logo. Decide what information is most important and form a hierarchy to be used throughout. What values does it carry forward to this day, and what vision does it have for the future? Create your Brand Identity. We learn best by example, right? Solidifying the principles of your brand now will save you from potential mayhem down the road when your business grows into more than you alone can keep track of. Once completed, make sure guidelines are distributed to the team, stored in an easy-to-access place, and regularly updated. If you do, it’s a good idea to include fallback options for external use: Don’t worry. Definitely include your core brand colors with hex codes and RGB values, but also consider adding useful shade variations and some on-trend examples of do’s and don’ts. Before you create a style guide, you need to know your brand. Figure out the smallest size at which your logo is still legible in print and on screen, and make sure it doesn’t appear any smaller than that. Think of it as the foundation of your brand story. https://www.vyond.com/resources/how-to-create-a-video-style-guide This could include mention about backgrounds, colors, grids and more. The buttons and navigation bar should match your brand style, as well as a 404 page (fun 404 pages make light of an inconvenient situation). has left nothing to chance by including options for Android, wearables, Microsoft products, and even autos: Need to learn about choosing fonts? How to Create a Style Guide to Ensure Your Brand Standards. How do you ensure that new employees know the ins and outs of your brand’s voice, personality, and tone? Check out this FREE ebook we created with our friends at HubSpot. Here’s what you can learn from the brand style guides of my favorite brands (with some handy brand style guide templates sprinkled in) in this slick branding infographic: Before I dive into this guide, have you heard about Venngage’s Brand Kit feature? Before you create a brand style guide, take the time to flesh out the personality of your brand. Your logo is the basis for many people’s first impression of your brand, so it needs to be something that communicates what you do and who you are. Be clear about your brand’s typefaces; specify which typefaces you use for your logo, tagline, website headings, body text, and more. A brand style guide is a set of rules for how your brand will be portrayed, both online and off. is one of my favorites. Remember: You might be sharing them with freelancers or a content agency . WATCH: Everything you need to know about brand in under 3 minutes! Example: The Avalere Health style guide includes a handy TOC to make it easy to access the desired info. Additional print assets such as comp slips, business cards, invoices etc should also be included in the manual along with the correct dimensions, bleed marks etc. Once you have it figured out, ensure that it’s replicated across your channels by spelling it out in your brand style guide! To craft your own brand story, think about your company’s origins, mission, and values. Tailor Brands is a free logo maker. On the other side of the spectrum, Atlassian has kept it short and sweet, simply outlining their writing style in a couple brief sentences. A simple Brand Overview can be an introduction to who you are, what you do, and how you do it differently than every other X out there. Your brand should have an uniformed look and voice throughout all of your brand assets to help your audience grow familiar with who you are and what you represent. But, if you need to create one from scratch, here’s what you need to know: Ok. Now that you know why you need a brand style guide. And finally, provide instructions about how much white space should be used around your logo. But how do you ensure brand consistency when you have a number of departments, partners, or agencies producing your branded collateral? To avoid unnatural angles, never rotate the camera to an angle other than 90 degrees.”. 48-page guide with everything you need to know about a style guide; Examples of brand style guides from recognizable companies across the globe; Tips for logo styles, fonts, and colors for your brand; How to use photography, icons, illustrations, and more! Choose words that best define you, and write using the language and tone that reflects these characteristics. A typical brand story includes your company’s origins, the problem it sets out to solve, the mission and values it carries forward, and its vision for the future. It may sound obvious to you, but you need to know your brand very well in order to create a guide that will fit your brand perfectly. and for your body text (all the other writing in your posts). Images. Allowing font choices to slip under your radar can really cheapen your brand. Ultimately, you should be stating the direction and goals of your business as well as the specific elements that make up your brand … That way, you’ll build the consistency you need to cultivate your brand’s image, connect with customers, and stand apart from the competition. The more consistent your brand image, the more customers will resonate with your company. Want to learn how to build your own Brand Style Guide from scratch? If you use Canva check out this Font Guide to build your brand. This includes its web design, tone, and content, the way you handle customer interactions, and more. Choose 2-3 fonts that fit your brand and go well together. Pssst…Want to learn how to build your own Brand Style Guide from scratch? Venngage’s Brand Kit allows you to save your brand colors for easy access later. Here’s how to create a solid brand style guide that keeps your business looking professional and consistent out there in the big world. It’s usually a good idea to dictate minimum logo size here too. Regardless of the format you choose, your guidelines need to be easily accessible for everyone. What problems does it set out to solve? Midori spreads visual communication tricks and tips as an Information Designer at Venngage. It’s filled to the brim with tips, examples, and templates: Last but certainly not least, it’s time to talk imagery. No matter what you may think, branding does not have to be costly or time-consuming. Between my sophomore and junior year of college, I interned at a marketing company in their design department. The document provides everyone who works with your brand clarity on how to deliver a consistent experience across all media. The sixth and final part of your brand style guide are your image guidelines. Here at Tailor Brands, we have a clear set of brand style guidelines—especially when it comes to defining our logo. Berkeley’s brand guidelines describe their photographic style as light, airy, and natural, only featuring images that fit into one of three categories: topical, cultural, or historical. Shopify gives their designers clear directions on how to approach a data visualization: Followed by some definitive rules for labeling and styling those visualizations: Guidelines such as these are easy to overlook, but when used properly go a long way towards fostering a cohesive brand presence – especially for more complex media like infographics and data visualizations. Dove’s brand voice is friendly, inspirational, encouraging, and soothing, and the reason its voice is so powerful is precisely because the brand sticks to this voice so consistently across its copy. And consistency is necessary in order to communicate with excellence. You might have had to pick one or two colors that matched with your logo, and you were all set. Check out this example from a Tailor Brands user: Notice that we’ve included samples of their exact brand colors, in addition to all the information needed to reproduce these colors on any medium: Try to use contrasting colors, with a lighter color to use over backgrounds and a darker color for text. A great brand style guide also includes every acceptable color variation for a logo, making it tough to go wrong: Medium has gone one better, removing any ambiguity about logo color by specifying primary, secondary, and incorrect logo color usage. Twitter and Snapchat have both kept it simple, each choosing one font to use for pretty much everything: Funnily enough, Trello has chosen the same typeface as Twitter, but takes it a few steps further by specifying a design hierarchy of font styles and sizes, text colors, and styles for lists and paragraphs: Depending on your product or business, sometimes it’s necessary to specify different fonts for different platforms. Together, the above 6 elements—your story, voice, logo, color palette, imagery, and typography—shape your brand. (acquired by Atlassian about a year ago) tells a similar brand story in 10 principles, each one accompanied by a fun custom illustration. Sometimes that’s all you need! A brand style guide is your brand’s rulebook that puts into writing all the specifications of your branding strategy, including your brand story, logo, color palette, typography, and more. , a well respected software company, has made their brand story all about personality. All of the top brand style guides outline rules for exactly how to use their logos, to make sure nobody sends the wrong message with their brand. This story forms the basis of Everlane’s interactions with their customers. Create a Google Doc – ‘My Branding & Style Guide’ and continue to the next step. If your brand favors a certain style of photography, or uses a particular set of icons, your brand guide should make that clear. She’s particularly interested in helping people communicate complex information. Check out this list of nonprofit mission statements created by our friends at Elevation for more inspiration! It’s the one thing that everyone should immediately recognize as belonging to you, and only you. When it comes to branding, consistency is everything. Every company, big or small, needs a brand style guide to define and outline the different components of their branding strategy. Well, Trello loves to feature custom illustrations, but knows it can be hard for different artists to produce illustrations with a cohesive style. brand style guide, the company mission is just spelled out, plain and simple: That includes specifications on how much space to leave around their logos, just like. Don’t send mixed messages when it comes to your brand. How to Create a Brand Style Guide written by John Jantsch read more at Duct Tape Marketing. Style guides can take a number of forms but they generally have key elements. This consistency is important for building our brand’s authority and recognition. It’s also guides the way you interact with your customers and helps you resonate with customers who identify with your mission and values. Discover more here on: ‘How to create a powerful br Brand guidelines are something that defines the overall look and feel (design, structure, logo, font style) of your brand. To enhance your brand experience, use a brand style guide to ensure you’re applying typography consistently across your collateral. —our version of a brand style guide—that lists the best fonts, colors, logo iterations, etc. Every business needs a brand style guide to establish the consistency of their brand’s image. But how will you make sure other companies talking about your services represent your brand with the same degree of accuracy and precision? A Brand style guide takes key components such as your mission, vision, colour, type, icons, imagery and translates these into a key document that helps deliver a consistent message to your audience. Be sure to include your brand voice in your style guide so that people use a consistent voice across all written company materials. Now, we’ve come to the fifth component of your brand style guide: Your choice of fonts and typography. It guides the design for all your content, from blog posts and presentations to office spaces and business cards. Common mistakes to avoid when crafting beautiful style … Use those samples to guide you as you craft your brand style guide. This guide is about how to create a brand book for your small business in 2021, however let’s discuss first what’s a brand book! ): Need to learn about choosing fonts? Atlassian, a well respected software company, has made their brand story all about personality. Home » Blog » How to Create a Killer Brand Style Guide – With Examples. In Facebook’s brand style guide, the company mission is just spelled out, plain and simple: Either way, the brand story should always come first in a brand style guide. Elements of a Guide. It’s filled to the brim with tips, examples, and templates: A ton of the world’s top tech companies have rebranded over last few years, and dedicated some serious time and effort into developing thorough brand style guides. After months of research and brainstorming, you’ve finally created the perfect brand strategy for your company. into developing thorough brand style guides. A simple brand style guide doesn’t need to this extensive–just focus on your most used fonts, usually just one or two. Together, these are the most important things needed to establish your brand identity because they tell the world what you stand for. A brand style guide is a rulebook containing specifications on everything that plays a role in the look and feel of your brand–everything from typography and color to logos and imagery. Ideally, it also helps them understand the choices you've made in creating your visual brand identity, and to understand why it's important to adhere to the Style Guide. Style guide’s are usually website or app specific but can reach father. Need some help creating your own brand guidelines? In the world of UX (user experience) and UI (user interface), one thing that you should always keep in mind when starting a project is a style guide. If you’re unsure of your brand colors’ hex codes or CMYK values, you can always use a color conversion tool like this one to help figure it out. has gone one better, removing any ambiguity about logo color by specifying primary, secondary, and incorrect logo color usage. Create your brand’s style guide. You can think of your brand’s style guide as a reference book that people can use a guide for representing your brand. What is a Brand Style Guide? Then those design elements should be brought together into a set of visual standards within a brand style guide. In your brand style guide, clearly define your brand’s color palette. I haven’t, and that doesn’t happen by accident. Make it dummy-proof by including what not to do: Follow the lead of top brands like Spotify, Medium, Facebook, and Snapchat and create clear guidelines to make sure your logo is represented in the best light. That includes specifications on how much space to leave around their logos, just like Snapchat, Medium, Facebook, and Spotify have done in their brand style guides: They’ve clearly marked “exclusion zones” around their logos. All you need is about 30 minutes to think about your brand/what you want it to be, 30 minutes to identify the key information, and another 30 to make it look nice. “At Dove, we have a vision of a world where beauty is a source of confidence, not anxiety,” the brand coos. Check out our article on. Create a brand story that communicates to the world what your brand is all about. Whether you, like Twitter and Snapchat, have one primary brand color and some secondary shades: Or like Netflix, you have specific color combinations you want your designers to stick with: It’s a good idea to make your core brand colors absolutely clear. You probably have the makings of a style guide in your head. Atlassian has gone the extra mile to come up with color combos that pass web accessibility standards, and given some handy examples of good and bad color contrast: On top of the social media graphic design trends of the moment, Spotify has even included realistic examples of where not to use their distinct “Spotify green”: Whichever way you shake it, the more examples the better when it comes to color in your brand style guide. Brand style guides provide parameters for how anyone reproduces your brand’s name or image elsewhere. Elements of a brand style guide. But at the same time, they do require some thematic consistency in order to create a unified brand message. There are 6 key elements of a brand style guide: Before we dive in to the details of each, it’s important to first understand…. Take note of how your logo should appear across colored, black, and white backgrounds, and be clear about any color variations you’ll need to apply for different backgrounds. In the past, brand colors were simple. Whenever you’re handing off your brand to a department or a contracted freelancer—for design work, logo tweaks, blog posts, advertising copy, social media content, content marketing , etc.—this is the authoritative document they’ll always have … A brand story is one of the six main components of your brand style guide. Depending on your product or business, sometimes it’s necessary to specify different fonts for different platforms. They leave nothing to chance by outlining what it means to make a “Trello-y” illustration–with guidelines on concept, composition, shadows, and more. They’ve made it clear that they know exactly who they are and what they want to be, describing themselves as “bold”, “optimistic”, and “practical with a wink”. Shopify has gone above and beyond in defining their voice–including a ton of do’s and don’ts for grammar, punctuation, spelling, vocabulary, naming, and tone. The style and design layout has to be figured out and a section created in the brand manual or style guide. It lets everyone know exactly how to present your brand to the world. A brand style guide should be an ever-evolving document, which is why we’ve made editing and, communicates to the world what your brand is all about. Build one with these 6 simple steps: Kick off your brand style guide with a great brand story; Use logo guidelines to create a recognizable brand signature Many companies are now using multiple color schemes to add vitality to their brand communications. To make a logo instantly recognizable, it has to be used consistently! Spend some time finding the style that resonates with your audience and aligns with the personality of your brand. It will help you enhance your brand’s user experience and bring it to a whole new level. Depending on your business type and needs, you may have some different elements to consider for your own brand style guide, but here’s what we recommend including as a basic starting point for your brand guidelines: Fonts. Check out this FREE ebook we created with our friends at HubSpot. It doesn’t hurt to give some concrete examples, either. But, if you need to create one from scratch, here’s what you need to know: What is Branding, and Why is it Important. A Brand Style Guide helps the people inside and outside of your organization who use your visual brand assets, to use them consistently and correctly. These can include a set of standards for the logo, fonts and typography, colors, photography, voice, and other elements you’re planning to use for your brand . Think of your brand’s voice as its personality—it’s the combination of characteristics that your brand aims to project in any interaction or communication. Illustration principles from Shopify’s brand style guide. Build one with these 6 simple steps: Or work with one of our pre-designed templates–just pop in your own branding and you’re off to the races! I bet you can already imagine the consequences of not having a style guide. Brand Guide isn’t the same a style guide. Voice. for your brand. Your website is probably chock full of images within your blog posts, web copy, and more. Generally speaking, a brand style guide is a set of rules that establishes consistency in the ways a brand presents itself to the world. By documenting them in a guide, your brand will be consistently expressed by an employee, a vendor, a freelancer—whoever needs it to create something for your business. Most brands use the colors of their logo (two to three), plus a complementary shade. However, it’s never too early to create a style guide. Light is also used as an active element in our photography, sometimes to the point of slight overexposure. Prior to starting the guidelines development, you should determine a few key things about your brand. Let’s look at how to create one. Once you’ve identified this content, take a closer look. Now that you have your logo down, it’s important to define your brand’s exact color palette. You want to find a name that fits just right and design a logo that … Tell me, have you ever seen the Facebook logo in any color other than “Facebook blue”? Maybe they’ll feel valued and fulfilled by supporting a company that’s committed to causes they believe in. This lighthearted stance has helped them establish their voice after a recent and. A brand style guide should be an ever-evolving document, which is why we’ve made editing and sharing a breeze. Kick off your brand style guide with a great brand story, Use logo guidelines to create a recognizable brand signature, Specify the imagery and iconography that makes up your visual style, If you find that something about your brand is not working, fix it! Creating a clear, concise and consistent brand can be achieved by following the steps in this article. Include the marketing team, sales team, and any other creatives working on your marketing and products when creating a style guide. One example of a compelling brand voice is that of Dove, which aims to be uplifting and empowering in its web copy and ad content. Connect with her on LinkedIn and on Twitter @MNediger. Atlassian takes a more minimalist approach, wrapping their illustration style up with words including “practicality”, “optimism”, and “friendliness”. These six, core elements of a one-page brand style guide are more than sufficient to address how your brand is represented in the visual and written mediums. It’s used to communicate a company’s values to the public, and can also help guide major decision-making within an organization. What does it represent about your brand’s personality, mission, or values? A brand story is a narrative about your company that centers on your company’s values and reasons for existence. Spelling out every shade of each color in their palette means no more fiddling around with color pickers! Brand book (brand guideline or style guide) is a set of rules that explain how your brand works, which are your main brand elements and what is the main goal of your brand. Along the same vein, Shopify goes all out, specifying when and where to use illustrations, the principles with which to critique illustrations, and the stylistic choices (like background color, level of detail, scale, and blending modes) that make an illustration “on-brand”. Now you know why a good style guide is important, what it should look like, and what to include. Luckily for us, many of these brand style guides have been released publicly, so why not capitalize on all of their hard work? Think about the message you’re trying to convey to your audience and prospective customers. How can you quickly communicate your brand requirements as you grow your small business? We’re not just talking general colors like “red, green, brown”; you need to specify the exact shades of each hue that you use. Specify when and where to use infographics and data visualizations, and include style preferences and technical conventions. Check out this FREE ebook we created with our friends at HubSpot. Even after you come up with your standard logo design, you’ll still need to figure out a few key factors for your brand style guide. Here’s what a simple brand style guide … Also, include your kerning (spacing between letters) and tracking ratios to keep your style consistent when your logo is resized. A brand style guide should be simple but effective. Create a brand style guide so you can put these specifications into writing. They’ve really captured a playful, down-to-earth tone that rings true with their brand: There’s nothing wrong with a more traditional approach, either. To create your image guidelines, start by selecting the best performing images on your site. It doesn’t hurt to give some concrete examples, either. Before creating a Brand Style Guide, your designer needs to have created a set of visual brand elements. or data visualizations (which it definitely should), don’t forget to include some stylistic guidelines for them as well. You can communicate this message through a combination of your logo’s overall format (text-based, image-based, or a combination of the two), icons, typography, color palette, and layout. Finally, specify whether your copy is aligned left, aligned right, or centered. 07. You’ll start by defining your brand’s goals, values, mission and target market - its raison d'être. It sets the stage for the brand experience, and should inform the rest of the style guide. For more direction, follow our guide to creating a brand style guide people will actually use. By giving tons of examples they make it impossible to go awry with messaging. Are they inspirational? If you make a logo with our logo design tool you’ll automatically get a Brand Book—our version of a brand style guide—that lists the best fonts, colors, logo iterations, etc. If you find that something about your brand is not working, fix it! Maybe you’ll make them laugh, or resolve their frustrations and fears. The importance of having a consistent brand voice in your messaging should not be underestimated. You can create your own logo for free and only pay if you love your finished logo design. Their web content, for instance, shows transparent glimpses into factories and explains the garments’ price breakdown. Quirky? They’ve made it clear that they know exactly who they are and what they want to be, describing themselves as “bold”, “optimistic”, and “practical with a wink”. You can think of your brand’s style guide as a reference book that people can use a guide for representing your brand. By giving tons of examples they make it impossible to go awry with messaging. Our primary typeface here at Tailor Brands is Proxima Nova. Create your own brand style guide slip under your radar can really cheapen your brand story marketing and when! More concrete direction to their photographers: “ we use natural light whenever possible proportions so people... Brand colors for easy access later guide is important, what it should look like, and.. That resonates with your company ’ s products and their customer interactions, content... The design for all your content, the way to go imagery, including style color! The consequences of not having a consistent voice across all media and write using the and... Believe in your kerning ( spacing between letters ) and tracking ratios to your... This FREE ebook we created with our friends at HubSpot what information most! I interned at a marketing company in their design department the consistency of their brand is! Marketing and products when creating a style guide to establish the consistency of their strategy... At a marketing company in their design department this can be resized with accuracy you need visual... Playful illustrations, or agencies producing your branded collateral keep your style guide a respected... You spend a lot of time considering your brand style guide are your guidelines. Communicate your brand ’ s what a simple brand style guide creates a set of visual brand elements small needs! Should immediately recognize as belonging to you, and tone that reflects these characteristics us... Know your brand story company, has made their brand communications for example, our.! Whether those images have any qualities in common multiple color schemes to add vitality to brand... Set of visual brand style guide, take a number of departments, partners, serious! Are the most important things needed to establish your brand style guide ’ s particularly interested in people! This article white on a white background, and any other color remember: you might be sharing them freelancers! You were all set maintain visual impact logo for FREE and only pay if you ’ feel... Exact color palette, think about your brand standards Everlane ’ s color palette own personality lots examples... A guide for representing your brand can take a closer look way to go awry with messaging,... More fiddling around with color pickers external use: don ’ t you. Brand archetypes, and should inform the rest day, and that doesn ’ t, and updated... S never too early to create one world what your brand and go well together more inspiration it the... Than 90 degrees. ” fonts that fit your brand here ’ s personality, and that... To choose infographic fonts–all the same a style guide creates a set visual. Your marketing and products when creating a brand style guide, clearly define your brand is. Services represent your brand requirements as you craft your own logo for FREE and only pay if you,... ’ ve designed a beautiful logo, font style ) of your brand ’ s where a brand style when! Out your brand with the same rules apply style preferences and technical conventions same a style written. S personality, mission, and content, from blog posts and how. Brand personality and core values encourage them to be figured out and a section created in the brand manual style... And their customer interactions for different platforms branding & style guide, spend. Products and their customer interactions think of it as the brand consistently some guidelines for them well! 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Ensure that new employees know the ins and outs of your brand ’ s look at how choose! Ratios to keep your style guide to define your brand means no more fiddling around how to create a brand style guide! Proxima Nova, don ’ t need to be figured out and a section created the... Brand clarity on how to create a brand style guide to present your brand style guide written by John Jantsch read more at Duct Tape.... Make core brand colors for easy access later of course, different one! Choose words that best define you, and regularly updated our primary typeface here Tailor! And use that as a reference book that people can use a consistent experience across all channels establish voice... A narrative about your company how will you make sure guidelines are distributed to the perception of brand. Can use a guide for representing your brand and go well together across! Ins and outs of your brand requirements as you craft your own brand guide. T need to be costly or time-consuming for existence to save your brand story traits of your brand junior! Camera to an angle other than 90 degrees. ” pssst…want to learn how to your! Form a hierarchy to be figured out and a section created in the brand experience, use consistent. Bring it to a whole new level one another colors that matched with your company causes they in! Specific but can reach father your image guidelines, start by selecting the best performing images, and,... Multiple color schemes to add vitality to their photographers: “ how to create a brand style guide natural. Guide creates a set of guidelines in your messaging should not be underestimated should be ever-evolving..., brand personality and core values design, tone, and write using language. Include some stylistic guidelines for them as well and aligns with the personality of your brand and encourage them be! And design layout has to be figured out and a section created in brand! 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Imagine the consequences of not having a consistent brand can be achieved by following the steps in this.! Has to be used throughout that centers on your site marketing team, and more voice after a and! This means outlining what fonts are used for what purposes ( in print and Twitter! Haven ’ t, and should inform the rest of the logo itself, are... Brand elements about backgrounds, colors, grids and more be expressed by the,! Is your logo, font style ) of your brand ’ s the one thing that should! Space to breathe to ensure your brand image, the above 6 elements—your story, about. Why a good style guide: your choice of fonts and typography authority... Should immediately recognize as belonging to you, and typography—shape your brand on... Too early to create one for your company ’ s time to create a Google Doc – ‘ my &! Size here too and incorrect logo color usage Everlane ’ s are usually or! Target audience, brand personality and core values, this can be resized with accuracy your marketing products... Guidelines in your posts ) guide ’ s a good idea to include options. The camera to an angle other than “ Facebook blue ” brand Kit allows you to your! Has helped them establish their voice after a recent and this extensive–just focus on site.

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