During the era of Print Design, companies would approach agencies for a brand identity system. The identity work started with a simple logo and color scheme and then scaled to business cards, product packaging, vehicles and more. The sum of these components made up the physical brand.
Building webpages is not so different.
Be sure to click through to some of the articles by Trent Walton. Good to read his stuff again.
Be sure to check out Jeremy Keith’s Pattern Primer (demo, source) if you haven’t seen it already. A Grunt task to generate a Pattern Primer is also available.
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