Identity System Guidelines—All Businesses Should Have Them

April 4th, 2011 by Desiree Stimson

The goal of an Identity System is to present a coherent, distinctive and memorable image your brand in a full range of printed and electronic materials. By practicing consistent and conscientious application of the identity guidelines, you will help differentiate your brand from that of your competition.

This can be done through a few different channels.

Logo

Your logo is often comprised of two main components:

• A graphical component also known as your icon.

• A logotype component which is your name which is spelled out or sometimes abbreviated.

Decide how these elements should be used. Will they ALWAYS be shown together? Is there any instance where you might separate them? Either waythis needs to be documented and adhered to.

Color

Color affects perception in deep and compelling ways. As with typography, strategic and consistent use of color can be a significant factor in the creation of a powerful and cohesive visual identity.

We recommend that there also be color guidelines in place as well which would include:

• Decide whether you can use only specific or any color palette for your different projects.

• Decide how or if percentages of color is appropriate or allowable.

• Remember your guidelines for type color.

Typography

From font selections for headlines and body copy to type size for designed and business documents, consistency is key. Other critical items to consider when dealing with typography is alignment, scale, color, spacing between paragraphs, indentation, letter spacing, kerning, leading and treatment.

There are many line items to consider when creating your brand’s guidelines. But once you have honed in on what will be your style, stick to it. By doing so, you will be able to present your brand and your message distinctively and consistently.

Good Luck!

15 Comments

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15 Comments to Identity System Guidelines—All Businesses Should Have Them

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