Rigid Flexibility (Part Two)
Practical Guidelines For Corporate Graphic Standards

Introduction

In Part One of this paper, we introduced the basic objectives behind creating a corporate graphics standard, while also discussing implementation related to corporate logos. Part Two provides some general guidelines for applying corporate graphic standards to other common media.

Stationery and Forms

This is one area that lends itself to strict guidelines. Color, format and paper stock should be clearly defined and enforced. This consistency is only possible if the design of the materials has taken into consideration the needs of users. In the case of stationery the format must allow sufficient space for multiple addresses, phone numbers, email addresses and long titles. The need to allow for additional logos, tag lines or other non-standard elements must also be considered.

Literature

The format of printed literature is one of the most important elements in developing a consistent standard, but it is also one of the most difficult. A successful standard will not only incorporate consistency in fonts and use of the corporate logo, but will offer a degree of flexibility in page format to allow for varied content and intent. By establishing one or more acceptable page format grids, consistency may be maintained throughout all promotional and technical materials. The grids also should offer sufficient flexibility to allow divisions or business units to develop their own distinctive style, without diluting the overall identity of the company.

The existence of multiple logos presents additional challenges. Will the corporate logo stand as the only logo? Or will individual groups and products be permitted to have their own distinct identity? Often the strength of the corporate brand will make this decision for you, but, whichever way you decide, the decision must be clearly defined and followed.

Advertising

This is an area where less is more. Less control, that is. Established standards for use and color of logo should be followed, but beyond that limitations should be few to permit and encourage creative solutions to promoting company products and services. That said, there can and should be a corporate vision concerning advertising. This may be provided as a supplement to the corporate standard, but guidance should be given as to how the company wants to be portrayed. The corporate branding strategy will provide the foundation for these decisions, as advertising consistency is more a function of a clear vision than rigid design standards.

Electronic Media

Web sites and interactive materials present their own challenges to a corporate standard. Limitations in color fidelity and font choices are offset by the ability to add animation, special effects, video clips and sound. As mentioned earlier, a Web-safe color should be selected to match the corporate color as closely as possible. Choices need to be made between the fast download of html and its limited fonts and the slower loading vector-based text that permits matching the corporate font. Here again a balance must be found between tight control and the development of fresh, innovative solutions to promoting products and services.

Conclusion

No standard can effectively address all contingencies. In reality the same may be said of a Corporate Standards Manual (CSM) in general. A CSM is at best an open framework for your company’s communications, and only time and careful supervision will fill in the gaps. As such the standard needs to be thought of as a living document, subject to ongoing refinement and clarification.