Corporate Identity Guidelines
Of everything that can be said about logo design, one thing seems obvious: there should be fewer possible original designs using basic, simple geometry. Yet we are capable of creating attractive, original graphics every day.
Corporate Identity Guidelins becomes necessary to control the large amount of artwork that is created in the day-to-day operations of any enterprise.
A Corporate Identity Guide outlines the graphic standards that govern the proper application of brand artifacts to create a recognizable brand family resemblance.
At a minimum the guide will detail the logo and logo specifications, the logotype and supporting typography, corporate colours and colour palette, file naming conventions, proportion guide, and grid system for graphic design.
For example, the artwork provided to the printer for a sales proposal to a new prospect is entirely different than the artwork prepared for the company letterhead, even though they are both printed on letter-size paper and both use the company logo and other brand graphics.
The next proposal would not want to have to start from scratch so it would be created on boilerplate that would follow the approved guidelines.
Technical requirements are illustrated in a set of diagrams that detail the correct formats, resolutions, aspect ratios and other technical criteria.
Corporate Identity Guidelines start with a Senior Executive message that supports and details the objectives that govern the graphic standards which follow.
The message reinforces the case for building and preserving brand equity by the consistent application of the corporate identity and brand graphics.
The guidelines themselves are an expression of the corporate culture and brand essence.
The guidelines inform Corporate Communications with a system of graphic standards that describe placement of graphics, proportions, colours, typography, and tone of voice; and outline the underlying grid system on which the layouts are based.
Logo design, proportions, arrangements, and protection areas in which other elements are not allowed to intrude are detailed.
Naming, naming conventions, how the naming contributes to corporate identity, the meanings the brand names communicate, how the name draws associations from the vernacular, and esthetics are discussed and codified.
The completed Corporate Identity Guidelines are published in HTML, PDF and print hard copy for distribution to all concerned parties.
Corporate Identity Guide example and executions
Argon Security Technologies Inc. Corporate Identity Guidelines Cover.
Thumbnails of the Argon Security Technologies Inc. Corporate Identity Guide pages.
Argon Corporate Communications
Cover pages of a Case Study and Concept Overviews illustrating the Argon Grid, and Nexus and Proxy products.
Argon Corporate Communications
Cover pages of a Case Study and Concept Overviews illustrating the Argon Grid, and Matrix product.
Argon logo and strapline
Argon Corporate Communications
Concept Overview inside spreads illustrating the Argon Grid.
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