- Now that you've completed the enormous task
of determining a brand strategy
and designing a brand identity and visual system,
it's time to create the standards manual.
A standards manual is a set of instructions.
It lets the user know how to design
using your identity system.
These exist to maintain consistency over time.
Without this,
your system will slowly erode when used by others.
One designer may decide to add colors
or change them entirely.
Another might decide Garamond
is a much better choice than the Helvetica you selected.
Very quickly, all the efforts of maintaining
a clear brand message have disappeared.
Bad standards manuals are a list of negatives.
Don't do this, don't do that, and so on.
The better ones reinforce positive choices for the system.
Back in the days before the digital revolution,
standards manuals were giant, clunky,
and complicated manuals.
They had hundreds of pages that provided rules
for every application of the identity system.
Nothing was left to chance.
And since the work was being produced manually,
the old-school way without digital templates,
this was necessary.
Standards manuals used to be big binders
with removable pages.
This allowed for updates and changes over time.
Since then,
the job of a standards manual has become simpler.
All of the elements, from the logo to the stationery system,
exist in digital form,
so the manual has become
more of a brand messaging guideline.
It typically exists in a digital online format
and a physical version.
It may seem antiquated to create a physical version,
but there is something about holding
a publication in your hands
that makes it more personal.
And a physical manual on a bookshelf or someone's desk
is less ignored than one saved as a bookmark online
or a PDF in a folder.
The standards manual should reinforce the brand attributes.
It can be buttoned-up, conservative, and elegant,
or it can be energetic, fun, and playful.
Regardless of the approach,
the best standards manuals
are beautifully designed and dynamic.
It definitely needs to be more interesting
than an electronics manual.
Like all design,
you want to seduce the viewer and engage them.
The manual exists for the designer using the logo,
color palette, and other brand visual elements.
But as important, if not more so,
it also exists to remind the client, the employees,
and any other stakeholder
why this visual program exists
and communicates the brand strategy.
When everyone understands the boundaries
and reasons for the visual choices,
there are less missteps and ego-driven issues.
It reduces the chance of that random person in marketing
who goes rogue and wants everything to be different.
The physical manual can be whatever format
you decide works best.
Where will it be most useful and not ignored?
It can be a poster, tiny book, or traditional publication.
Again, let the brand attributes guide you.
And even if it exists online,
make a PDF that doesn't rely on internet access.
This is a good opportunity
to express the brand personality and guidelines.
It's the culmination of all the hard work
that led to a successful plan and identity.
Have fun with the manual.
Make it your own.
Sure, there are basic elements to include,
but how you present these is your choice.