Saturday, March 15, 2008

Identity Standards

Cleveland based graphic design firm specializing in Advertising, Internet and Marketing brand applications is assisting a large manufacturer with the authoring of an identity standards guide. Brand identity standards guides should include everything that touches the marketing and advertising platforms.

Below is an outline that provides a brief best practices approach to writing and developing a brand standards guide:

a.) Corporate Level applications: business card, (all) stationery applications as well as PowerPoint and Website brand attributes.

b.) Advertising guidelines (layout, font, colors, style)

c.) Signs (lobby signs as well facility signs (also known as environmental graphics) at a corporate and retail level, Point of Purchase should be included in this section as well (however applicable).

d.) A standards manual should also contain catalogs, (print and electronic versions) manuals and any internal document layouts (before and after – if there was recent rewrite, this can help ensure workforce notification and participation).

Finally it is important to have key personnel within the general marketing department help follow-up and be available to answer any questions about brand guidelines. This will help see through continued execution of a re-brand or updated corporate identity standards manual.

Obviously the points above have been summarized and entire pages can be written about each section and subject. However, it is important to remain focused on driving consistency and uniform brand guidelines where applicable within a company or organization.

Shaffer Design Works brings a wealth of knowledge and experience in this category to all of our branding and re-branding projects we engage in. For more information about brand guidelines and standards contact:

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