blog posts What more is in the works for the Illinois brand? StrategyWebThe Brand Architecture system is a piece to a larger identity system that guides all aspects of marketing and communications, from who we are and how we present ourselves, to how we talk about ourselves and how we engage our audiences. Future developments to the Illinois identity system will include: THE ILLINOIS BRAND PLATFORM The brand platform includes our positioning, differentiating strengths, tone and personality. The brand platform establishes who we are and how we reach our audiences. It is the playbook for building out the components of the brand system. WEB DESIGN STANDARDS Web design standards are a user interface template standard that indicates how the identity system and visual design standards are executed as a cohesive, usable and accessible interface system. SOCIAL MEDIA STANDARDS In addition to graphical standards, social media standards encompass the do’s and don’t’s for engaging audiences in social platforms. Insights provide channel-specific tips for being successful. MULTIMEDIA STANDARDS Video and audio standards including video bumpers, standard images and audio templates that are used across production standards to represent the identity. Correct use of the Illinois identity system in video and audio ensures a unified experience across all media channels.