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Graphic Standards ManualDawn PedersenThe Anatomy of a Standards ManualAs a point of reference, it is suggested you include any/all of these things in a graphic standards manual:IntroductionCEO LetterBrand Image MessageHow to Use this ManualThe Anatomy of a Standards ManualPrimary Identity ElementsBrand OverviewThe Mark: Symbol & Logotype (Can the logo be separated into a wordmark and symbol? Should it always remain connected?)TypographyColor PaletteImagery/Iconography (Do you use color, black-and-white, or special duotone images? Do you use illustration? If so, what type?)The Anatomy of a Standards ManualPrimary Identity Elements (cont.)ShapesStaging RequirementsSizingAcceptable UsageGridsThe Anatomy of a Standards ManualSelected Identity ApplicationsBusiness CardsStationeryBusiness Forms (Fax form, invoice, transmittal, etc.)EnvironmentsSignage: Interior & ExteriorVehiclesUniformsThe Anatomy of a Standards ManualSelected Identity Applications (cont.)Advertising (How is it used on a billboard, full-page ad, or direct mail piece?)Promotions (Is it okay to put the logo on a backpack, cup, or toilet plunger?)Marketing MaterialsCorporate CommunicationsOnline (How does the logo work online? Does it animate?)On-AirThe Anatomy of a Standards ManualAdditional InformationContact person & information (Who should someone call when they are confused about usage?)The Form of a Standards ManualA standards manual can be:as small as a one-page PDF file showing the logo, type, and color paletteas large as a 300-page printed and bound book with a companion CD full of the same information in digital formprinted with limited edition laser printoutsprinted with four-color process offsetThe Form of a Standards ManualThe idea is to design a set of guidelines that serves the needs of both the identity system and the client. After the logo designing process, a designer will understand the work process and personality of their client. This information will help decide which format will be most successful.The Form of a Standards ManualHaving a printed manual, or printing one on demand, allows the client to have a physical object which makes the guidelines seem more real to most users. Additionally, putting the entire manual, or appropriate segments, on the client's intranet or extranet is a smart idea for large, multi-user enterprises. Consider that the implementation of the logo will grow and possibly change, so creating a three-ring binder style manual that allows for additional pages to be added in the future is also a good idea.Standards Manual ExamplesMetropolitan MarketMetropolitan Market is a collection of neighborhood grocery stores originally known as Thriftway. When the business model changed from a discount provider to a gourmet destination, SamataMason was asked to capture and project the organization's growing and unique character.

Standards Manual ExamplesMetropolitan MarketThe client needed an identity that was a quick read with fresh graphic appeal, a visual language that would speak to the active, urban, and upscale customer in a distinctive contemporary fashion. It was important that the branded personality said to its young, adventure-shopper customer base, "this is your place."

Standards Manual ExamplesMetropolitan MarketThe Metropolitan Market in-store visual experience is colorful and active, providing almost too much visual stimulation.

Single MarkStandards Manual ExamplesMetropolitan MarketTo counteract the busy atmosphere, SamataMason chose a muted olive color with an accompanying neutral palette, and designed clean, modern, fashion-driven graphic elements that would appeal to the younger high-end urban customers.

Chalkboard Header ExamplesStandards Manual ExamplesMetropolitan MarketThe graphic standards manual contains both a letter from the CEO endorsing the program and a statement explaining the importance of consistent standards.

Standards Manual ExamplesMetropolitan MarketThe new Metropolitan Market logo (or "circle m") represents a sense of organized artisanship that is meaningful and rich in texture. The strict mathematical relationship of the "circle m" logo elements may not be altered or modifiedit is a precise and unchanging ratio.

Standards Manual ExamplesMetropolitan MarketA page such as "Brand Mark and Signature Display" helps users understand the relationship between the identity elements, and illustrates preferred and secondary usage options.

Standards Manual ExamplesMetropolitan Market"The Signature" manual page explains the rationale behind the staging and visual balance of the identity elements. It shows three configurations, all of which are simple, precise, and flexible enough to meet most spatial applications.

Standards Manual ExamplesMetropolitan MarketThe Metropolitan Market graphic standards includes a "Brand Mark Color Usage" page, which provides a quick reference to the approved colors, not only by listing the Pantone numbers, but by showing an example of what the logo looks like in each color version.

Standards Manual ExamplesMetropolitan MarketThe entire "Brand Elements" section of the manual contains very detailed information on: Staging RequirementsSizingAcceptable and Unacceptable Usage VariationsPositioning MethodologyColor SystemsSignature ApplicationsTypographyDesign MotifsPhotographic ThemesGrid Systems

Standards Manual ExamplesMetropolitan MarketBrand Overview Directional Signs

Standards Manual ExamplesMetropolitan MarketMonument Illustrations Examples of Locations

Standards Manual ExamplesCity of RotterdamRotterdam is considered to be one of the cultural capitals of Europe, and the city's mayor sought to utilize this association. The goal was to promote the cultural aspects of the city and enhance the perception of the city's attractiveness, both to citizens and visitors. Standards Manual ExamplesCity of RotterdamAt the heart of the design problem was the need to develop an identity that would connect all the various cultural activities in Rotterdam. The identity had to function as a logo system, and it needed to be flexible enough to allow other designers to use it. Users needed to receive clear guidelines in order to be able to "play" with the system.Standards Manual ExamplesCity of Rotterdam

Standards Manual ExamplesCity of Rotterdam

Standards Manual ExamplesCity of Rotterdam

Standards Manual ExamplesCity of Rotterdam

Standards Manual ExamplesCity of Rotterdam

Standards Manual ExamplesCity of Rotterdam

Standards Manual ExamplesCity of Rotterdam

Standards Manual ExamplesNickelodeonNickelodeon, a children's entertainment company owned by Viacom, had been growing organically over fifteen years to become a multifaceted global brand. In the process, however, it had become disjointed and was losing some of its cohesion. The original logo, designed by Tom Corey, needed an update and expansion.

Standards Manual ExamplesNickelodeonAdamsMorioka was brought in as identity consultants with a goal of bringing together Nickelodeon's brand extensions, as well as unifying the company's messages and visual vocabulary across all media.

Standards Manual ExamplesNickelodeonOverall, the brand needed to be more accessible and less oblique to Nickelodeon's external, as well as internal, audience. AdamsMorioka designed a simple identity toolkit based on the original logo.

Standards Manual ExamplesNickelodeonThe identity system was intended to refocus Nick's internal creative departments on the core promises and messages of the brand, and encourage creative thinking and execution.

Standards Manual ExamplesNickelodeonAdamsMorioka designed the Nickelodeon Visual System Basics as an explanation of the new visual system. The thirty-eight page book is a 10" x 10" spiral bound booklet with several short sheets and a gatefold.

Standards Manual ExamplesNickelodeonIt contains a CD with digital files for the system. The manual reflects the identity and message, is lively and nontraditional, and focuses on positive inspiration.

Standards Manual ExamplesNickelodeonA list of the creative sources that may inform some of the system's ideas is provided in the manual. This encourages the Nickelodeon creative services department to look at new sources, from Paul Rand and Alvin Lustig to Andy Warhol and Alexander Calder.

Standards Manual ExamplesNickelodeonRather than using these sources as forms to slavishly copy, they provide insight into basic ideas of modernism. The manual is bright, fun, concise, and easy to follow.