identity guide standards.

February 1, 2009 at 7:58 pm Leave a comment

I haven’t begun to really dig into researching identity guides, but from what I have found and have seen in the past, a normal, good-sized companies or objectives identity guide will have around 10 topics addressed within it. They usually seem to have kind of a summary of the company at the very beginning of the guide, and then go into how to use what and when and where. The logo is really the main topic of the identity guide, being the most important asset that a company can have misused or manipulated if they are not careful. What the logo means and how it can and cannot be used are a couple of the topics covered in the logo-specific section. Some companies used extra “signatures” for different parts of their companies or in different parts of the world or a city. For example, there are main Tesco stores, as well as smaller ones only situated in the middle of cities. In a case like this, or McDonalds and McCafe, different signatures are added to the original logo. These need to be addressed and specified, because they could be easily and accidently misused.
Another major issue to be addressed within an identity guide is the color palette of the company or initiative. The possibility of colors needs to be decided and specified so that the company is completely cohesive and whole.
Typography is another important factor to a company feeling stable, complete, and professional. Many large companies tend to use similar typefaces, it seems, but these still need to be specified within the guide so that an advertising agent or the company itself doesn’t screw themselves over by using a typeface close but not the same as what is specified in the guide. If this happens, it not only makes the company look stupid, but the designer can go back and point out that they now look like a fool as well, all because of a misuse of type.
In some cases, a company or initiative has designs, or graphic elements, that can be paired with the logo, on letterhead, or simply next to the name of the company. These need to be be addressed, as well as the photography style and content that a company is allowed to use for themselves. A company seems to be really the strongest when you can see any aspect of it’s company – i.e. advertisements, packaging, website – and know what it belongs to. It is important to keep the photography style and graphic elements used cohesive with the rest of the company’s identity.
These are a few of the main topics addressed in most identity guides. It seems that there could always be other, more company or project specific topics added, about how to use collateral or something, but these seem to be things that are included across the board.

Entry filed under: 09_481_sp_ProfPrac.

research and sour cream. blindly gathering inspiration for logos.

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