- Now that we've discussed the reasons
and possible formats for a standards manual,
let's dig into the contents.
Just like the purpose and form
of standards manuals have changed,
so have these,
and you may have additional items that aren't included here.
But all manuals will need at least this content.
First, include a short note from the CEO or owner.
This is a strong message that the boss endorses the solution
and following the guidelines.
It's a good reminder that the brand message
and identity system is not a voluntary choice.
Like showing up on time,
it's part of the job.
Then, add the brand message and attributes.
This helps the user understand
why they are using these identity system elements
and what they are communicating.
You don't need to include all the research and strategy.
These are already approved.
The only job now is to implement the approach correctly.
Show the logo in any possible variation.
Is there a horizontal and vertical version,
multiple colors,
black and white,
and reversed to white?
If it's an identity with a library of choices,
show them all.
Give these examples space to be big and strong.
The point is to make them exciting and dramatic.
Tiny logos just look unimpressive.
Now, identify the logo's architecture.
This is the grid, proportions,
or other measurements you use to create it.
Nothing is arbitrary.
The viewer will see that great care
was put into the final form and should be respected.
Then, represent the minimum size allowance
and clearance space.
This makes sure that somebody doesn't shrink the logo
so small it's illegible
or put another element too close to the logo and change it.
There's a tradition that typically included a page
to show what is okay to do with that logo
and what is not okay to do.
Some manuals tended to overdo it on the Don't page.
There could be hundreds of pages of don'ts.
This just makes a system seem like a prison
and makes the end users want to escape.
I like to show the color palette
as more than just a row of colors.
The point is to make this look exciting to use.
It's color, so make it fun.
Each color is displayed with the Pantone number,
CMYK values, and RGB values.
Again, we want to do whatever is possible
to maintain consistency
and not have the corporate blue shift from purple to green.
Next, include the type of graphic palette.
Show the entire alphabet
of all the typefaces you have chosen.
Make it clear if the face has different weights or styles.
If they aren't listed here,
they aren't available in the system.
For many years, Gap maintained Helvetica Medium Roman
as the only option,
not Helvetica Light, Black, Metallic,
Condensed, or Extended.
Since you've taken great care
to determine the content of the images
and the style for reproduction,
make them understandable.
Show examples and make sure the reasoning is included.
If they are created digitally,
provide the process to do it
such as convert to black and white,
add a noise filter, adjust the CPI.
If you've chosen a set of patterns or specific materials,
include them also.
Now, you've provided the user
with all the building blocks they need
to design items that will be consistent
and communicate the brand message.
These are the Lego or building blocks parts.
Now, to prove that these all come together and work,
show examples.
This helps clarify the goal.
Think of it as showing the completed car
on the box of a model kit.
Finish the manual with a way to find help.
List the person to contact if something isn't clear
or someone needs more information.
This person is usually the brand manager
or communications lead.
Don't list yourself.
If you do, you'll become a 24-hour,
on-call information desk.
You don't want to be answering a question
about RGB values 10 times a day.
And hopefully, you'll be busy
with your next branding project.