Leading Edge graphic system

At Vermeer, “The Leading Edge” is an internal term we use to reference this graphic system I created for our team members, dealers, and agency partners. There was a serious issue with consistency throughout our branded materials – customer-facing and otherwise. There were brand standards in place, but a lack of style or a clear visual language for the Vermeer brand. I wanted to correct that.

Once my team and I had designed an approved look for print advertisements, it was my responsibility to further define the visual language, application, and strategy of use for that look. I created a set of complex yet easy-to-use templates. The result was a shareable, instantly updateable library of resources that ensured consistency, empowered dealers with little or no design skill, and massively cut down on professional design time.

Below is a comprehensive guide I wrote and designed explaining the components of the Leading Edge, the reasoning behind our design choices, and the structure of the available templates.