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: http://www.shafferdesign.com/

Logo Design Process

This blog entry is for anyone who might be involved in the process of purchasing creative services from any type of creative agency, graphic design house, Web house, marketing firm or design studio. I have taken the time roughly outline a basic logo creation and design from concept to final approved art for the corporate identity and corporate identity standards manual stages.

The first part (Creative Process #1) of this process begins with conceptual ideas about the logo and what the logo will ultimately stand for or symbolize. In the example below, the logo was for an individual that was starting a company comprised of several advisory and/or networking boards. The design concept that was pursued was an idea that helped to depict a group (RPF) surrounded by the G (Group) to help demonstrate a closeness that would be experienced in an advisory board environment.

The creative design folks at Shaffer Design Works begin (Creative Process #2) formulating their ideas around their discoveries from Creative Process #1 with black and white layouts. An artist will begin selecting typography or a type face for what will be deemed appropriate for our client's general audience. We begin with rough thumbnail sketches and/or B&W layouts to help us develop the general form of the logo or company symbol. In the example below we showcase a type ligature to help demonstrate the idea.


Once a few designs are completed (one shown here) we then take the creation into the color selection process (Creative Process #3). In the example provided below, the customer requested very vibrant color combinations. The client wanted their potential partners to get excited about conducting business with RPF Group thus the reason for the bright color suggestions. The leader of the company chose the first color option (shown below).


Final Approved Logo Design

For more great corporate identity and branding strategies contact world reknowned graphic design firm and creative design boutique at: http://www.shafferdesign.com/

Corporate Identity Development

Graphic design firm located in Cleveland, Ohio develops logos and helps company's further define their corporate identity standards and specifications. When Shaffer Design Works develops a corporate identity for a business or large organization we always propose consideration for anything the logo and colors will touch or come in contact with. Examples of these items are everything from the obvious to the not so obvious like: business cards, stationery, lobby signage, exterior signs, PowerPoint presentations, Corporate website, internal web site, uniforms, media, print ads, electronic ads, capabilities brochures, catalogs, vehicle signs and/or anything else that might carry the company logo and equity colors.

Below is a recent logo that was developed for an IT/computer technology company. The two options were initially presented to the client. The staff at Schaffer Design Works has been known to present several options so the client is able to make the best possible selection for his or her organization. When SDW designers develop a logo they feel that it is important for the logo to have meaning and a direct correlation to the company's mission or core services. In the example below, Proneva's logo is depicting a mountain to help signify putting technology and service first or on top. The colors were chosen to help support the idea of cutting edge technology and computer services.


Contact Shaffer Design Works today to find how we might help with your next branding strategy. Visit: http://www.shafferdesign.com/

Bring in the New Year with a Re-Brand

A food distributer and vending machine company engaged Shaffer Design Works as a guide for the company's new logo and corporate identity. Below is an example of the original business card and then the re-branded calling card showcasing the newly designed logo, style, colors and layout.

Original Business Card


New Logo and Creative Corporate Identity



When developing and laying out business cards for your company or organization it is important to consider using the backside of the business card as a marketing tool to help tell your corporation's story. An example of this creative process is demonstrated above with the National Fun Foods business card.

Shaffer Design Works is also helping National Fun Foods with various other brand attributes throughout their organization. When developing a brand, consider anything else that potential prospects and current customers might see that is connected to your business. For example, this vending machine company will have their new logo placed on coffee boxes, aprons for trade shows, invoices, delivery trucks, wending machine covers, signs and any other items to help solidify the new brand.

When introducing a new logo consider contacting local newspapers and magazines, as editors and reporters are always up for a new story. The is a great way to help bolster your PR campaign. Make a marketing splash when executing a creative re-brand, this can help your marketing investment bring in new business to assist in offsetting any marketing costs associated with your upgrade in branding.

For more great branding stories and ideas please contact Cleveland area design studio Shaffer Design Works at: http://www.shafferdesign.com/

Logo Design for a Promotional Marketing Company is Right Across the Street

Experienced logo design firm in Northeast Ohio, Shaffer Design Works (SDW) helps promotional marketing company further solidify their brand and corporate identity. SDW relishes in the opportunity to help companies of all shapes and sizes with their marketing and branding initiatives, however large or small the project maybe.

Rick Shaffer states, "A neighbor of mine and I were discussing what we did for a living. Shaffer Design Works was brought up in the conversation and it just so happened that the company that he helped manage needed some help with their logo design. The moral of the story is sometimes business is closer than you think it might be...in this case it was right across the street and came from someone that I see and speak to frequently. Never discount any contact or relationship that you have as business opportunities are abundant if you keep your eyes, mind and ears open.


Marketing Tip:
When involved in the design or creation of any logo project, consider the many applications the finished logo will appear in. For example, Belaire Promotional Marketing was particularly interested in the logo looking nice when embroidered while maintaining a simplistic but attractive look and feel.

Shaffer Design Works Specializes in advertising design for companies of all shapes and sizes. For more information visit: http://www.shafferdesign.com/