When the logo and brand gets passed through so many hands, it is obvious how important the use of a graphic standards manual is. The manual doesn’t need to be a thousand page piece of epic poetry, it can be slim and concise. It doesn’t even need to be printed, but every company that has a logo, an identity system, needs a graphic standards manual.
The size of the manual will differ according to the client’s needs. A smaller company may only need a few pages, as they may not be ready to print on billboards, or the side of buildings yet. Identity guidelines are the key to consistent use of a logo, and to protect the brand.
What can be avoided with the help of a standards manual?
- Distortion of the logo.
- Inappropriate use of brand.
- Wrong colors and typography.
- Careless handling of brand.
- No cohesion in presenting elements.
- Inconsistent messages.
What should be in a brand manual?
- Brand overview
- Tone of the brand
- Dimensions and spacing
- Color palettes
- Typographical elements
- Acceptable usage
- Imagery
- Reproduction guidelines (for advertising agencies and printers)
- Contact Person and Information
When designing a style guide, don’t forget to include the elements of the web :
- Buttons
- Icons
- Navigation
- Coding guidelines
Head over to Identityworks to check out some examples of guidelines and standards manuals. A great example of a thorough style guide is Channel 4′s identity style guide.
You can also find a simple one page template at imjustcreative.
I hope you found this helpful and go on to design beautiful brand manuals!
