Because of this profusion of elements, it is essential that a graphic system is in place to clearly and easily identify the organization as one.These symbols include the logo and word mark, the use of “corporate colors” and the design of material such as letterhead, business cards, fax forms, address labels, etc. These elements may seem consequential and mundane, but they represent who the business is to the world at large. They provide a fast and easy cue of an official communication from your organization.Consistent and correct use of these graphic elements helps build a strong impression. Here are some examples.
Minimum size of the logo in print. Some logos are complicated and don’t reproduce well beyond a certain size.- Name of typeface for business/product name. Sometimes the name alone is a strong brand. Good graphic standards will spell out what is allowed and what is not. For instance it’s probably not a good idea to “stylize” name in some wild and crazy never used before font to promote a special event.
- How and when can logo be used by itself? How can it be used in conjunction with other words or images?
- How the logo or name will not be use. For instance it is not a good idea to decorate your logo with Christmas lights for example.
- How name with logo will be used together what should be the size of logo in relation to the size of name.
- Determine which “acronyms” or abbreviated names can be used and how and when?
Colors (specific pantone and now web colors) - The use of your logo with the logo of others (same size or larger)
- Logo in “PowerPoint presentations”
- Use of logo in posters, banners, signs.
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