Graphic standards… they are expensive, they are complicated, they are time consuming and they are 100% necessary. You will not find a major company without a strong identity system. Why? Simple, they want their image to be clear and consistent across all media.

A logo not only represents the company, it also represents all that it stands for. When a good graphic standard is established and followed the message and meaning is consistent across all levels of communication. This helps ensure that all branding efforts are remembered and tagged to your logo/brand mark.

This is the main principal behind having a consistent identity, and it can be found in many other aspects of marketing as well. In PR you have talking points, things that you say over and over as many times as you can to get your point across. In media buying you have frequency to touch the user with the same message as many times as possible. Even in SEO you try and get as much content relating to a similar topic so search engines see your site as better than the next.

This same core principal applies to your identity system. Think of what happens when presidents contradict themselves or when a company like Albertson’s runs an ad campaign that says you don’t need a membership card to get good prices and then you go into the store and they offer you a membership card. You loose all trust and you no longer know what they actually stand for.

This is no different than seeing a print ad with a logo set in a blue script font and then watching the same company’s TV spot with a purple logo set with a san-serif font. You send a mixed message and that is always bad.

With all that said, it is important to understand that not all companies need a 30 page graphic standards. A two pager with color / size / tag specs will suit most small companies just fine. This should be sent out when ever they have a logo request. Check out a few that I have had a major role in developing.

Saint Mary’s • Sierra Arts • (soon to come Reno-Tahoe International Airport)