Corporate Identity Guideline Checklist€¦ · Web viewIn other words, the individual colors will vary depending upon a variety of mechanical factors, including the hardware platform

I.D. UniversityCorporate Identity Guidelines Checklist

This checklist helps your I.D. University team ensure that we are covering all of the important details regarding the development of your Corporate Identity Guidelines. Your assistance in this process is much appreciated.

Please spend some time going through each section that is appropriate to your project, providing the necessary input as you can. If you have questions about any item, let us know and we will talk through it with you. Look for the shaded areas—this is where we are seeking your input. Some of the topics may not apply to your situation, but our experience tells us that most of these topics need to be considered and clarified before we can complete the guidelines document.

Completing this document may take you two to three hours spread over a few days, because you will probably have to research some information, gather comments from others in your organization, and make some internal decisions about approaches. But addressing it now keeps us from having to go back and forth on numerous details over the weeks ahead.

Let me know how we can be of assistance to you in this step.

Dave [email protected] Congress AvenueAustin, TX 78701

2002, I.D.University, Inc. • Guidelines Checklist • 5/23/23 • 1 of 14

I.D. UniversityCorporate Identity Guidelines Checklist

TABLE OF CONTENTS

I. General Format and Organization Page

1. Document Format 3

2. Quantity 3

3. Title of Document 3

4. Legal Notice 3

5. Version Code 4

6. Language 4

7. Basic Document Organization 5

II. Decisions, Information and Materials We Need From You

1. Introductory Letter 6

2. Primary Contact Person 6

3. Ordering Information 7

4. Approval Steps 7

5. Business Cards 8

6. Letterhead (Stationery) 8

7. Envelopes and Mailing Labels 9

8. Company Name 9

9. Name Treatments 10

10. Fonts (Typography) 10

11. Font Purchasing and Licensing 10

12. Logo Design Formats 11

13. Logo File Formats 11

14. Paper System Specs 12

15. Color Palette Specs 12

16. Color Reproduction Advisory 13

17. Organizational Guidelines 13

18. Wrap Up Comments 13


I. General Format and Organization

1. Document Format—Corporate Identity Guidelines are produced in two primary document formats. Please confirm which format is your choice for this project, by placing an X in the corresponding box:

X Format Type DescriptionPrinted in Binder Printed color pages, with tabs, in three-ring binder. Accompanying fonts and

printer files on CD enclosed in binder. (Involves 4-color digial printing cost for document pages.)

PDF File on CD PDF document with navigation tab sections, on CD with all accompanying fonts and printer files. (This is the most cost-effective option.)

Other Please describe:

2. Quantity— What is the total quantity of guideline documents you require? [ ]

3. Title—The title of the document is usually the name of the company with one of the following descriptions. Please choose which description is your preference, by placing an X in the corresponding box:

X Title[Company Name] Corporate Identity Guidelines[Company Name] Branding Guidelines[Company Name] Graphic Standards ManualOther:

4. Legal Notice—The following legal notice is typically placed on the Table of Contents page. Please mark with an X if this notice is okay, or if changes are required:

“This book is the property of [company name], and is for the exclusive use of [company name] employees and authorized vendors in the execution of their work on behalf of [company name]. Any other possession, use, distribution or reproduction of these materials is prohibited.”

X Option Legal disclaimer is okay as is. No changes. Please make the following changes:


5. Version Code—A version code is added at the bottom of each page of the printed version, and on the Table of Contents page of PDF-versions, to allow you to track changes over time. The suggested format of the code is listed below. If any changes are desired, please indicate the changes in the space below:

[Month of Release]/[Year of Release] • Version Number • [Year and Name of Company]Example: 12/2003 • Version 1.00 • 2003 Brown Company, Inc.

X Option Version code is okay as is. No changes. Please make the following changes:

6. Language—If you require the corporate guidelines document to be in any language other than English, please specify the language(s) below:

X Languages in Addition to English Quantity


7. Basic Document Organization—The basic organization of the guidelines typically follows the structure below (specific pages within each section will vary by your needs and budget—design of PowerPoint templates may not be included in all projects, for example). Please place an X in each row for the sections that should be included:

X Section DescriptionI. Introduction

• Welcome—introductory comments, explanation of changes, request for adherence, overview of strategy and vision. Usually from the president, director or CEO of the organization.• Who Should Use These Guidelines?—Distribution list for the guidelines• Definition of Terms

II. Brand Essentials• How Brand Generates Value—overview chart• Tools for Brand Expression—description of branding tactics• Strength Through Consistency—need for consistency in expression• What Our Customers Value—overview of customer research insights• Organization Characteristics—overview of brand characteristics• Our Brand Promise—promise, tagline and positioning strategy• Brand Family—hierarchy of company name, divisions, products, etc.• Product Naming—guidelines on naming of products

III. Corporate Identity Guidelines• Company Name in Text—usage of name in documents• Fonts and Typography• Color Palette• Logo Usage• Business Cards• Letterhead and Envelopes• Memo and Fax Forms—If yes, please provide samples of your existingmemo and fax forms.• News Release Forms—If yes, please provide a sample of your existingnews release form.• Presentation Templates (PowerPoint, etc.) —If yes, please provide samples of typical cover pages, inside pages, chart pages, etc.• Product Labeling and Interface Design• Website Design • Photography Guidelines• Proposal Templates• Collateral Materials• Facility Signage—If yes, please provide photos of typical sign locations, both inside and outside of your facilities.


IV. Advertising Materials• Corporate Advertising• Product Advertising• Other Materials

V. Organizational Guidelines• Telephone Answering Guidelines.• Co-Promotional Guidelines

VI. Support Files• Listing of the supporting files on the CD: fonts, logos, printer files, etc.


II. Decisions, Information and Materials We Need From You

1. Introductory Letter—The introductory letter from the president, CEO, director or other key individual is generally drafted by I.D. University and edited and approved by the client. To assist us in that process, please provide the following information:

Letter is Addressed From….[Name] • Official Title • Important Points to Make •

••••••

Include Photo?YES:NO:

If yes, please forward digital photo file or printed photo to I.D. University, [email protected], 320 Congress Avenue, Austin, TX 78701

Include Signature?:YES:NO:

If yes, please forward digital signature or signed blank sheet to I.D. University, [email protected], 320 Congress Avenue, Austin, TX 78701

2. Primary Contact Person—In the event a user has a question or need for clarification on the implications of guideline rules, what is the procedure to be recommended, regarding a point of contact for approvals and questions?

X Contact SpecificsList a Department Name or Title Only

Please tell us the department name or title (example—Marketing Director)•

List a Specific Person • Name:• Title:• Company Name (Department, Division, etc.):

• Address:

• City, State and Zip: • Telephone:• Mobile or Pager:• Toll-Free Number:• Email Address:• Company URL:• Other Contact Info:


3. Ordering Information—What is the process for ordering business cards, letterhead, etc.? If letterhead is ordered through a central ordering source, we will typically not provide the printer files on the CD distributed to general users. Instead, those files will be given to the printing coordinator and users will be referred to that contact source. Please mark with an X below which option you choose, and provide the necessary information:

X Procedure SpecificsIndividual departments or offices print their ownmaterials

Printer-ready files will be provided on all CDs.

Materials are ordered through a centralsource.

Letterhead examples will be shown on all CDs, but printer files will be given only to the central ordering office. Please fill in the information below:

• Contact Name:• Title:• Company Name (Department, Division, etc.):

• Address:

• City, State and Zip: • Telephone:• Mobile or Pager:• Toll-Free Number:• Email Address:• Company URL:• Other Contact Info:• Other Information Required:

4. Approval Steps—The document will set up rules guiding logo usage, fonts, colors, etc. The desire is to provide just the right balance of structure without stifling creativity and initiative. Please mark with an X below the situations in which the user of the guidelines should contact the Primary Contact listed above for clarification or approval. (Think carefully about how much central control you want, versus allowing independent action on certain issues.)

X SituationIf they feel the standards conflict with a communication goal of the company. Consulting on decisions regarding events, promotions and other activities which impact brand expression.Permission to use fonts other than those specified for internal documents (memos, etc.)Permission to use fonts other than those specified for external documents (presentations, etc.)Permission to reproduce the logo with special Photoshop effects, non-standard colors, etc.To order business cards, stationery, specialty advertising items, etc.To get access to printer files for business cards, stationery, etc.To use colors other than those specified in the primary and secondary color palettes.Approval of product badging (labeling) designs.Approval of product interface designs.Changes to design and/or content of company websites.Approval of photography design and purchasing.Approval of collateral designs (brochures, pamphlets, etc.)Approval of tradeshow booth design.Approval of advertising and other marketing materials.


5. Business Cards—Please mark with an X below the typical information that needs to be included on the business cards, and give us a sample of each category of information (using your own business card or other representative sample).

X Information SampleNameTitleDivision or DepartmentCompany NameFirst Line AddressSecond Line AddressCity, State, ZipCountryOther Location CodeOffice PhoneMobile PhoneFaxIndividual email addressCompany URLGeneral email addressCertification symbolsTagline or descriptorOther phrases or information

6. Letterhead (Stationery)—Please mark with an X below the typical information that needs to be included on the letterhead system, and give us a sample of each category of information (using your own letterhead or other representative sample).

X Information SampleNames (such as board members)TitlesDivision or DepartmentCompany NameFirst Line AddressSecond Line AddressCity, State, ZipCountryOther Location CodeOffice PhoneMobile PhoneFaxCompany URLGeneral email addressCertification symbolsTagline or descriptorOther phrases or information


7. Envelopes and Mailing Labels—Please mark with an X below the typical information that needs to be included on the envelopes and mailing labels, and give us a sample of each category of information (using your own envelopes or other representative sample).

X Information SampleDivision or DepartmentCompany NameFirst Line AddressSecond Line AddressCity, State, ZipCountryOther Location CodeOffice PhoneMobile PhoneFaxCompany URLGeneral email addressCertification symbolsTagline or descriptorOther phrases or information

8. Company Name—The guidelines will address the topic of how to treat the company name in correspondence, marketing materials, and internal documents. There are generally several ways to treat the name, in different contexts. For example, International Business Machines, Inc., IBM, and Big Blue may all be acceptable in different situations. Please list all acceptable names for your organization, and indicate if there are restrictions. For example, a shortened name may be acceptable for internal use, but not for external marketing materials.

X Name Use Acceptable in ALL Materials, or Only Specific Situations?Legal Name of Organization:

Formal Business Name:

Shortened Business Name:

Acceptable “Nick Name”:

Other Acceptable Names:

What Name Versions are Expressly Prohibited?


9. Name Treatments—The guidelines will also address the issue of how the name is treated relative to capitalization (in letters, body text of marketing materials, etc.). Please check with an X all acceptable expressions of the name.

X Name Treatment SampleUpper and Lower Case Grande CommunicationsAll Caps GRANDE COMMUNCATIONSUpper and Lower Caps GRANDE COMMUNICATIONSMixed GRANDE Communications

10. Type Fonts (Typography)—Generally there are two categories of font families in the corporate guidelines. First, fonts used in word processing applications for day-to-day business correspondence, presentations prepared by employees, etc. These are typically the fonts that come standard with popular word processing programs. Second, there is a family of fonts used in advertising and other marketing materials, usually produced by a professional designer, or desktop publisher. These fonts generally must be purchased, and a license obtained that covers the appropriate number of users. Please provide the following information for your organization:

X Standard Fonts Used forWord Processing

We assume these are for standard word processing, such as correspondence, internal documents, PowerPoint presentations,and other typical business documents. If there are any specialuses for these fonts, please list them below. Example: Timesfor Headlines, Helvetica for Text.

TimesHelveticaArialCourierOther:Other:

X Unique Design Fonts Used forMarketing Materials

NOTE: If I.D. University helped design your font family, wewill fill in this information below. If not, please list the specific uses for each font.

11. Font Purchasing and Licensing—Specialized design fonts must generally be purchased from a font house, unless your organization already owns these fonts. If you require assistance in purchasing the necessary fonts, please provide the following information:

11a. How many of the design fonts listed above need to be purchased?ALL: SOME: Please List:

11b. On what type of computer systems will these fonts be used?Windows PC: Macintosh: Other:11c. What type of fonts are preferred? TrueType: PostScript: Note: TrueType fonts do not require a postscript printer, but they are

not ideal for professional printing applications. Chart continues next page…

11d. How many offices will be using the fonts? How many users at each office? How many licenses will you need?Please NOTE: If the design fonts are restricted to materials produced by the marketing department or other central source, it is unnecessary to purchase licenses for multiple offices. Offices may also be instructed to purchase font licenses directly from the


font house in the event they require use of the font.Office: Users (number of computers): Licenses:

12. Logo Design Formats—There are a variety of design treatments that may dictate specific guidelines for the use of your logo. In general, your logo will be provided in the following basic design formats:

Horizontal Logo mark and name combine so that the entire logo is wider than it is tall.

Vertical Logo mark and name are “stacked” so that the shape is more compact.

Extra Small Horizontal and/or vertical logos sized for reproduction smaller than 1.5 inches.

Do you require any other special design treatments? (ie. 3D, special effects, etc.)YES: NO: Please describe:

13. Logo File Formats—For each of the design formats listed above, we will provide the digital files in the following file formats. Each format is for a specific use, and some of these formats will not be viewable with standard word processing software.

Color Versions CMYK Version Cyan, Magenta, Yellow, Black (Four Color Printing Process)

Illustrator EPS files: Mac and PCPhotoshop TIFF files: Mac and PCPhotoshop JPEG files

PMS Version (Pantone Matching System)

Illustrator EPS files: Mac and PC

RGB Version (Electronic Displays)

Illustrator EPS files: Mac and PC Photoshop TIFF files for Mac and PC Photoshop JPEG files

Monotone Versions

Black and White

Illustrator EPS files: Mac and PCPhotoshop TIFF files: Mac and PC Photoshop JPEG files

Grayscale

Illustrator EPS files: Mac and PC Photoshop TIFF files: Mac and PC Photoshop JPEG files

Reverse (White out of black or color.)

Illustrator EPS files: Mac and PC

Do you require any other special file formats? List below:


14. Paper System Specs—Your designer will work with you to determine paper stocks, sizes, etc. To begin this process, please provide the following information on your preferences regarding the elements of your paper system. Mark with an X each of the pieces you require. Under “Paper Stock” indicate any paper preferences, if any, referencing the paper manufacturer, type, weight and color. Example: Neenah Classic Crest, 24# Writing, Solar White.

X Item DescriptionU.S. Letterhead (8 1/2” x 11”) Paper Stock:

#10 Business Envelope (9.5” x 4.25”) Paper Stock:

Monarch Letterhead (6” x 8 5/8”) Paper Stock:

Monarch Envelope (7” x 5”) Paper Stock:

A4 Letterhead (210 x 297 mm)(International)

Paper Stock:

DL Envelope (110 x 220 mm)(International)

Paper Stock:

Business Cards Size: Paper Stock:

Mailing Labels Size: Paper Stock:

Other Envelope Sizes Size:Size:

15. Color Palette Specs—Your designer will work with you to establish a color system for your organization. Generally this includes a primary color palette (refers to the first level colors—not the primary colors as in red, green and yellow), and a secondary palette of complementary colors. These colors will be designated in three standard ways, as listed below. If you require additional specification types, please indicate with an X.

X Color Designation Explanation X PMS Pantone Matching System—a standardized method of specifying

individual colors and inks. Used in printing exact color matches. X CMYK Cyan, Magenta, Yellow, Black—a standardized method of specifying

colors for 4-color-process printing, in which specific colors are created by mixing different combinations of these our colors.

X RGB Red, Green, Blue—a standardized method of specifying color reproduction on projected media such as computer screens. Is based on additive values of these three colors to create the full color spectrum.

HEX This is a system of specifying colors primarily used by web developers. HEX is a base-16 system that uses a combination of numbers and letters.

WEB In some cases, we will tweak the RGB formula to meet the limited capacity of internet color reproduction across all platforms. These will be the best approximation of the color, given the limitations of web platforms.

Other? If so, please list.

16. Color Reproduction Advisory—Please be advised that most color work is “device-dependent.” In other words, the individual colors will vary depending upon a variety of mechanical factors, including the hardware


platform used (scanner, computer, monitor, projector, etc.), the type of equipment used for printing (office printer vs. professional lithography printing), the software program used (WORD, PhotoShop, PowerPoint, Pagemaker, Quark, etc.) and other factors. You will see some deviation in color reproduction from one instance to another. We will work with you to minimize the variances, but there is no way to make all equipment reproduce color files exactly the same. For a perfect match of colors, a professional printer using PMS and CMYK specifications is the most accurate method available.

17. Organizational Guidelines—Sometimes we include guidelines on such things as: telephone answering scripts, product naming rules, guidelines for co-sponsorships, or other directives that impact the internal or external brand experience. If you would like to include a section such as this, please give us the basic information below, and we will consult with you on the details.

X Type of Guideline Explanation

18. Wrap Up—We sincerely appreciate the time you have spent gathering this information. It is a very important part of the process of delivering this valuable resource tool to your company.

Is there anything we’ve missed? If so, please provide the information below. Thank you!


Documents

Corporate Identity Guideline Checklist€¦ · Web viewIn other words, the individual colors will vary depending upon a variety of mechanical factors, including the hardware platform