Consistent visual presentation.
WHAT AN IDENTITY CONSISTS OF
A logo, in several versions A colour palette Typography Photographic or illustrative style Rules for applying all of it
WHAT LOGO VERSIONS ARE NEEDED
Primary Simplified, for small sizes Single colour Reversed, for dark backgrounds An icon or mark alone
WHY SO MANY
One version cannot work everywhere, and improvised alterations destroy consistency.
WHAT FORMATS TO KEEP
Vector originals, permanently Exported versions for common uses
WHY THE VECTOR MATTERS MOST
Without it, the logo cannot be resized or reproduced properly, and remaking it is expensive.
WHAT A STYLE GUIDE SHOULD SPECIFY
Exact colour values Typefaces and their weights Minimum logo size Clear space around the logo What must never be done
WHAT THE MUST-NEVER LIST USUALLY INCLUDES
Stretching or rotating Recolouring Adding effects Placing on busy backgrounds
WHY WRITE IT DOWN
Others will produce materials for you, and without rules they will improvise.
WHAT CONSISTENCY ACHIEVES
Recognition, which accumulates over years.
WHAT INCONSISTENCY COSTS
That accumulation, restarted each time.
WHAT TO AVOID
Redesigning frequently Identities that cannot be reproduced cheaply
