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Here are the subjects a comprehensive Standards Manual might contain. Note that several elements are not graphic in nature but do require consistency and uniform expression to perpetuate
the brand or corporate identity. Samples, grids and templates described in the manuals should be provided on a CD to accompany the manual. Often the manual itself is provided on CD in PDF form. In this
case, files of art are also included in their native and exported formats, usually jpeg, gif, eps, wmf for PC-based systems.
The subjects you chose will depend upon your specific situation and needs.
- Statement of purpose: That is, why you’ve established standards and published the manual.
- Endorsement letter: Usually from the CEO or chief marketing executive, this letter urges employees to comply. It displays the importance that management places on identity and standards.
- Definitions: The manual will undoubtedly use some terminology not familiar to employees that needs explanations ( “PMS” colors, “fonts”, “reverse”).
Also, some terms such as “logo” and “company name” should be identified specifically as you will use those terms.
- Name usage: Specific guidelines about the corporate name as incorporated, as used in company materials, as used in verbally by employees are delineated. If you wish to warn about using initials instead of full name, or other limitations you want to impose, this is the section for that.
- Nomenclature: If the company wishes to utilize names and other nomenclature to designate products, divisions, subsidiaries, etc., and also establish certain terms that are favored in describing the business (waste management instead of garbage men), this section allows that. Also, an explanation of a numbering system or alphanumeric scheme for current and future products designations can be accommodated here.
- Relationship to other names: This section describes how the names of acquisitions and subsidiaries, divisions or product lines will be used in relation to the company name; which will dominate, what the visual relationships will be and whether each entity will have its own identifying marks, colors, and/or typestyle. In addition, you might consider guidelines about using your name in conjunction with a host of other corporate names (usually in logo form) for event or convention sponsorship.
- Trademarks: Which names are trademarked, the recommended ways of protecting trademarks and service marks, and mandatory trademark usage.
- Verbal identification: Particularly in multiple-division companies people may have been told to identify their facility in a particular way which varies
from location to location. For consistency, establishing a method with a hierarchy and order of names (you’ve reached John Doe at Acme Corporation, the Apex Division) may be desirous, particularly in
a customer relations function.
- Corporate positioning statement: The statement and how and when to use it. Also, how it should relate visually and physically to the name, logo and other design elements if appropriate.
- Organization signature (logo): A visual and written description of the basic company logo. If the logo accommodates divisional or subsidiary names in some versions, these variations would also be included here. The proportions of logo and positioning statement, the logo’s relationship to other design elements in literature, which elements can be placed adjacent to the logo are several of the issues that might need to be clarified, depending upon the design and your preferences for logo isolation.
- Logo usage: Here, variations that accommodate various media will be laid out. Black and white versions, two-color, four-color, reverse, smallest size, etc. Often logo usage will incorporate the positioning statement, and if this is the case, the manual will provide guidance on when to use and when not to use the positioning statement.
- Improper logo usage: Examples are usually shown of how not to use the logo. These may include: not applying a border around the logo, not placing the logo on a patterned background, not reversing the logo into a dark background, not maintaining the designated colors for logo reproduction. Others will occur depending on the application.
- Recommended typography: Utilizing type fonts that compliment the logo and name treatment is smart. Although some graphic designers will baulk at this seeming restriction to the “creative process”, consistency of type does help provide a consistent corporate identity and should be enforced. Even the type font for corporate correspondence should be specified and all computers supplied with that font.
- Stationery specifications: Here, templates are usually provided as well as descriptions of type used, colors used and element placement. If multiple locations, with or without division or subsidiary designations, are required, the stationery will be designed to reflect this and additional templates.
- Business card specifications: As with the stationery specs, templates for every version, usually set up as 2-on-1 or 2-on-2 format.
- Presentation standards: If presentation materials are created with the same software, templates for various types of slides - titles, charts, bullets, etc. - can be included. These will have common background color and design; type color, font and size standards, and graphic treatments. Also, use, placement and size of logos are usually specified.
- Graphic style commonality: Often one or more graphic elements can be specified for use in specific types of literature. For example: four-color may be specified for all brochures, or a band of corporate color may be designated for the bottom 1/2” of flyers, or a circular background spot of a tinted gray may be reserved for a headline.
- Literature grids: For particular sized brochures, data sheets, flyers and other sets of literature, layout grids can help establish a family look. These grids will be specified and illustrated. If a particular software like PageMaker or Quark is used throughout the company, the grid can be incorporated as templates on a CD ROM.
- Newsletter standards: Here you will find templates based on a grid system, artwork for masthead, type and color specifications. In addition, illustration types, photo standards and sizes, pull quotes, captions and other elements may be specified.
- Product packaging: Templates may be included, but usually size differentiations and needs suggest more general guidelines. Logo and company name in relation to product name or designation are the most sensitive issues. Also, uniformity of color, design approach and proportions may be specified. It is also possible that packaging materials could be specified as well.
- Product identification:
This is more than whether products will have names or numbers; it has to do with labeling the product itself. Will products have a name etched into the front panel or will there be a paper hang tag, etc.
- Signage: This is often a separate manual if directional signage is also included. We edited a 24-page manual for Interlocken Business Park signage in Broomfield, Colorado. At its simplest this section describes how storefront or stand-alone signs containing the logo should be created for maximum legibility and identification.
- Vehicle identification: Several truck side designs may be required - from a delivery van to a semitrailer side. The specs will establish proportions and information that should be included. Where distributors include other brand logos as well as the company logo, proportions and proximity may be dictated.
- Website design: Templates reflecting the corporate web design can be included as well as graphic standards and specifications. It is also possible that the web design must be created and hosted from a single company location. If so, the manual may just indicate a name and phone number for more information.
- Exhibit design: Specifications about design elements may include type, color, proportions, logo placement, illustration type, etc. Possibly drawings of exhibits of various sizes will demonstrate the placement and usage of graphic elements.
- Other materials: Depending upon usage, things such as advertising layouts, advertising specialties, web banner ads can be included in the manual with appropriate specs and usage guidelines.
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