As a small business grows, there comes a time when you have to look at your graphic image if you want to go to the next level and swim with the big fish. You must define and consistently use the graphic symbols that represent the business.
Every business has an identity. This identity is influenced by the appearance of all things carried out by or associated with the business: its services, products, printed material, advertising, signage, stationery, vehicles, etc. Due to this profusion of elements, it is essential that graphic image standards be developed to clearly and easily identify the organization as one.
These symbols include the logo and name, the use of “corporate colors” and the design of materials such as letterheads, business cards, fax forms, address labels, etc. These items may seem inconsequential and mundane, but they represent who’s in business to the world at large. They provide a quick and easy track of an official communication from your organization.
Consistent and correct use of these graphic elements helps create a strong impression. Here are ten questions that companies need to address when crafting those standards.
* How will the name and logo appear in print, digital and on signage? What pantone and web colors will be used?
* What is the minimum size that the printed logo must allow to appear? Some logos are complicated and won’t reproduce much smaller than a certain size.
* What font will be used in relation to the identity of the company? For example, it’s probably not a good idea to “style” the name in a wild and crazy font that you’ve never used before.
* Under what circumstances will the logo be used alone?
* Which forms must contain logo or name? Consider outdoor signage where the shape of the sign or logo is just as important as the font and color.
* How will you allow the logo to be used in conjunction with other words or images?
* How will you allow your logo to be used in conjunction with the logos of others? For example, you might want to have a rule that your logo will be at least the same size as other logos it’s associated with.
* What elements can display your logo and what is the quality standard for the design of such elements? Will it be used on hats, t-shirts, key chains, or pens? Item approval is often required before production begins.
* What “acronyms” or abbreviated names can be used and under what circumstances?
* Who is responsible for handling exceptions? Your graphics standards will be constantly evolving. Someone within the organization should be assigned to keep the design up to date.
Any company that spends money promoting its products and services and its corporate brand must do so with consistent corporate symbols that are easy for the consumer to recognize and remember.