Graphic Standards

Continuity and unity are essential in delivering a marketing message so that a memorable image is formed in customer's perception. This unified message involves cohesion of all divisions to the global vision of the company as well as a continuity in the graphic materials meant to represent the company to the customers. This materializes in common graphic standards that most organizations(for profit or nonprofit) choose to distribute as a manual.

These graphic standards make organization's visual identity more distinctive, consistent and clear.

Every member of the organization contributes to the general reputation, so a unified visual presentation in all communication channels is crucial.

Following there are the elements graphic identity consists in and indications about how these should be used:

LOGOS can comprise letters, symbols and sets individuality, supports institution's message. The graphic standards guide indicates the right usage of various forms of logo( color, black and white, positive/negative form ). Provides the numbers of the colors used in drawing the logo, background. Indicates use of logo in various situations as well as placement and proportions of logo to other elements on the page. This "area of isolation" involves that no other element should be at less than a certain distance from the logo. The logo should not be stretched and there will be maintained a fixed ratio between height and width.

WORDMARKS have a specific font and size and sometimes feature a custom created font with a unique color scheme and proportions. Logos and wordmarks should always be proportionate. Both should be placed on a neutral background for a stronger impact.

FONTS used in printed material should follow the indications. There are a number of fonts approved and they have specific usage. There are some fonts used for titles, headers, and other format details. There is also a predetermined line spacing and letter spacing as well as a proportionality in letter size.

COLORS are very important and a color scheme is defining to any organization. They are defined using the Pantone Matching System numbers and the proportion of the composing colors. They should be used in all printed materials. The main colors are used in essential symbols like logo or tagline. There are also secondary colors used as accents or backgrounds.

IMAGERY is another important aspect of graphic individuality. All images used in printed materials should adhere to the general vision of the company. They should express, for example, energy, professionalism, diversity. The color scheme should be present here also and the pictures should suggest the main values the organization stands for.

LAYOUT for various publications is defined by a standard structure, certain fonts used, their size, color scheme. Images also have to express the core values of the organization, and be appropriate to the contents. The design of websites is included also. They should feature the symbols and meet the standards established. There can also be designed templates that could be useful in creating a website.

The graphic standards manual could comprise a database of correct images of logo or other symbols in several color schemes, formats, stored on a media support(CD, DVD, USB stick).

Creating such a manual should be one of the concerns of a company interested in the quality, continuity and efficiency of the message they deliver. It should comprise all the distinctive symbols, rules about using them, special situations that may appear, templates and other indications.

The manual should be distributed to all staff and the graphic standards should be met on all communication materials they use.