Identity Application Checklist

Here are examples of the identity building blocks and applications guidelines of a typical program: Click here to download a PDF of this checklist.

Identity building blocks

• Positioning
• Personality
• Key messages
• Tone of voice
• Editorial style
• Primary logo/namestyle
• Logo
• Namestyle
• Clear space requirements
• Sizes
• Color: preferred and variations; positive, reverse, 4-color, 1-color
• Correct and incorrect usage
• Secondary or supporting logos
• Business naming decision tree
• Supporting logo system
• Product names/logos
• Product naming decision tree
• Sub-brand logo system
• Tagline
• Graphic signatures
• Corporate typefaces
• Supporting elements
• Primary color palette
• Secondary color palette
• Photo or illustration style
• Typography style

Stationery

• Business cards, standard
• Business cards, dealer
• Business cards, international
• Letterhead, standard
• Letterhead, international
• Letterhead, monarch (executive)
• Envelopes, #10 business
• Envelopes, international
• Envelopes, monarch
• Envelopes, window
• Envelopes, mailing
• Stationery, co-branded
• Mailing labels
• Notepads
• Fax covers
• Internal memos
• Press releases
• Microsoft Office templates: Word, Excel, PowerPoint, Visio
• Report format
• Proposal format

Forms

• Purchase order
• Invoice
• Estimate
• Distribution
• Bill of lading
• Returns
• Checks
• Contracts
• HR materials: employment application, benefits

Phone systems

• Greeting
• Voicemail style
• Acceptable “shorthand”

Literature

• Brochures
• Booklets
• Flyers
• Product spec sheets
• Customer case studies
• International formats
• White papers
• Executive briefs
• Product catalogues
• Sales catalogues
• Internal communications
• Stockholder communications
• Hardcover books

Packaging

• Product packages
• Product labels
• Hang-tags
• Shopping bags
• Shipping cartons
• Point-of-sale materials
• In-store displays
• CD and DVD cases and labels
• Video cases and labels

Publications

• Customer magazine
• Employee magazine
• Business Partner/Dealer magazine
• External print newsletters
• External e-mail newsletters
• Internal print newsletters
• Internal e-mail newsletters

Uniforms

• Employee badges
• Visitor badges
• Contractor badges
• Security
• Shirts/ties
• Jackets
• Coveralls
• Lab coats
• Hard hats
• Service hats
• Seasonal uniform style

Exhibit systems

• Trade show booths/exhibits
• Floor displays
• Posters
• Banners

Web and interactive communications

• Site design and interface
• Web page templates
• Information design
• Content style and administration
• Corporate Web site
• Division/group sites
• IT systems: call centers, order entry, etc.
• Employee intranet site
• Web advertising
• E-commerce site
• E-mail style
• Direct e-mail programs
• Interactive CDs
• Multimedia presentations
• PowerPoint presentations

Signage

Exterior facility signs

• Skyline
• Monument
• Directional
• Parking
• Traffic control
• Site marker
• Building identification
• Corporate flag

Internal facility signs

• Lobby
• Directory
• Directional
• Floor identification
• Stair identification
• Room identification
• Workspace identification
• Restroom identification
• Roof signs
• Decals on glass

Vehicle graphics

• Service vans
• Delivery vans
• Shuttle vans
• Tractor trailers
• Plant vehicles
• Security vehicles
• Landscaping vehicles
• Buses
• Train cars
• Ferries/ships
• Containers
• Aircraft
• Blimps/balloons

Special events (print and Web)

• Sports sponsorship
• Co-sponsorship
• Olympic team or game sponsorship
• Charity sponsorship

Advertising

• TV advertising signature
• Print ads, magazine
• Print ads, newspaper
• Outdoor ads, roadside
• Outdoor ads, bus shelter
• Outdoor ads, train station
• Vehicle ads, bus
• Vehicle ads, taxi
• Direct mail campaigns
• Banner ads, Web
• Co-op advertising

Branded merchandise

• Hats
• T-shirts
• Sweatshirts
• Golf shirts
• Golf umbrellas
• Notepads
• Pens/pencils
• Keychains
• Mugs
• Tote bags
• Computer cases
• Stuffed animals
• Paperweights