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Elements of Graphic Standards

Graphics and graphic design embrace a myriad of elements that contribute to the uniqueness and the character of an image, an identity, a personality for a brand. The importance of a single element may dominate while the others balance can be the basis of a “look”.  Or you can introduce two elements that produce tension and excitement. Or you can blend and balance to create a serene or low key environment for your brand. The possibilities are endless.

In this section, however, we will focus on the four elements other than the name and logo, most likely to universally affect the creation of a personality and the consistency of the communication of that personality. Each has a page devoted to it. Other elements not covered in this section include: proportion, white space use, contrast, balance, size.

Type Fonts: Thousands upon thousands of fonts exist, the vast majority created by computer within the past ten years or so. Many of these can be downloaded for free, and several sites are  referenced and linked from the Type Fonts page. We have been active in designing type fonts, mainly for logo use. You’ll find our free fonts by clicking here. The Type Fonts page links you with some of the best resources for type education on the web.

Color: One of the most common yet misused branding elements. Why? Because colors don’t exist in a vacuum. The “company color(s)” is only a portion of the color equation. Once you’ve selected a color that everyone knows connotes “dignity”, let’s say, you team it up with a lively spring color and expect the dignity to remain unaffected while basking in the sunlight of Jones Beach. Colors complement and contrast, push and pull at your emotions, often send mixed messages. Resources for using color well, as well as some editorial comments about color, can be found on the Color page.

Illustration: Quite often, illustration is not thought of as an identity element, or it’s an element you just wouldn’t to set a standard for. Art directors feel you cramp their creative choices by limiting them to one or two types of illustration. Yet, quite often a consistent illustrative style will define a brand and set it apart very effectively. Some illustrations and observations concerning the role of illustration in branding can be found on the Illustration page by clicking.

Materials: The materials used to physically convey a brand identity can contribute mightily to its effectiveness. The most obvious example is the type and quality of paper used for printed materials - stationery, brochures, reports and packaging. Also, the type and shape of container and POS materials, the material used for signage, the quality and type of ad specialties: all these considerations can be incorporated into the standards used to maintain a consistent brand identity. Material considerations are developed a little further 0n the appropriate page.