Large companies often have elaborate guidelines for the implementation of corporate design that make up the book of standards. For small and medium enterprises a designed seal, letterhead, invoices and business cards is all they need; for other applications the designers are hired as needed. What you’ll need depends on the needs and nature of business of your company – your book of standards may include: 

Visual identity elements

  • Logo (symbol and text)
  • Tagline
  • Using name in text

Use of name

  • Legal form and communicative form
  • Business units, divisions and departments
  • Product and service names
  • Trademarks

Logos

  • Company logo
  • Variations
  • Logos of subunits
  • Logos of products
  • Application with the slogan

Photos and illustrations

  • Style
  • Image library

Forms

  • Form elements
  • Vertical and horizontal
  • Purchase order
  • Invoice
  • Shipping

Marketing materials

  • Voice and tone
  • Imagery
  • Logo placement
  • Folder
  • Covers
  • Brochures
  • Direct mail
  • Newsletter
  • Poster
  • Postcard

Advertising

  • Logos in advertising
  • Tagline usage
  • Typography
  • TV commercials

Vehicle identification

  • Vans
  • Cars
  • Buses
  • Trucks

Uniforms

  • Seasonal
  • Raincoat
  • Hats
  • Helmets

Fairs and exhibitions

  • Trade show booth
  • Flags
  • Point of purchase
  • Name tags

Typography

  • Typeface family
  • Supporting typefaces
  • Special display typefaces
  • Fonts in electronic communication

Colours

  • Brand colour system
  • Supporting colour system
  • Signature colour options

Reproduction files

  • Brandmark only
  • Logo variations
  • Full-colour, monochrome
  • PC, Mac

Digital media

  • Web site
  • Intranet
  • Architecture, interfaces, content, colours, fonts, images

Business papers

  • Corporate letterhead
  • Division letterhead
  • Personal letterhead
  • Second sheet
  • Envelope
  • Business card
  • Business cards for sales force
  • Fax
  • Mailing labels
  • Window envelope
  • Large envelope
  • Invitation
  • CD/DVD labels

Presentations

  • PowerPoint template
  • PowerPoint imagery

Signage

  • External signage
  • Internal signage
  • Colours and typography
  • Materials and finishes
  • Illumination
  • Flag

Packaging

  • Sizes
  • Logo positioning
  • Product logos
  • Labeling system
  • Boxes, bags

Business gifts

  • Shirts
  • Hats
  • Pencils
  • Umbrellas
  • Cups
  • Scarves
  • Mouse pads