Professionals know that a brand reaches its audience through
many channels, and consistency of expression plays a major role in
its effectiveness. From brochures and Web sites to annual reports
and magazines, comprehensive guidelines ensure seamless brand
communications.
If your existing program lacks some specific
guidelines, BrandLogic can expand it to include missing
applications.
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