As a small business grows, there comes a time when it must look at its graphic image if it wants to move to the next level and swim with the big fish. It must define and consistently use the graphic symbols that stand for the business.
Every business has an identity. This identity is influenced by the look of all things done by or associated with the business – it’s services, products, print material, advertising, signage, stationery, vehicles, etc. Because of 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 material such as letterhead, business cards, fax forms, address labels, etc. These elements may seem inconsequential 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 ten questions that businesses should address when coming up with those standards.
* How will the name and logo appear in print, in digital form, and on signage? What pantone and web colors shall be used?
* What is the minimum size that you should allow the logo to appear in print? Some logos are complicated and don’t reproduce well smaller than a certain size.
* What typeface shall be used in connection with the company’s identity? For instance, it’s probably not a good idea to “stylize” s name in some wild and crazy font that you never used before.
* Under what circumstances will the logo be used by itself?
* What shapes should contain logo or name? Consider outdoor signage where the shape of the sign or logo is as important as the typeface 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 alongside logos of others? For example, you may want to have a rule that says that your logo will be at least equal in size to other logos it is associated with.
* What items are allowed to display your logo and what is the quality standard for design of such items? Will it be used on hats, T-shirts, key chains, or pens? Item approval is often required before production is started.
* Which “acronyms” or abbreviated names can be used and under what circumstances?
* Who is responsible for dealing with exceptions? Your graphic standards will be constantly evolving. Someone within the organization must be assigned to keep the design fresh.
Any businesses that spends money promoting its goods and services and corporate brand should do it with consistent corporate symbols that are easy for the consumer to recognize and remember.
