Below are the identity elements and application guidelines of a typical program.
Identity building blocks
- Positioning
- Personality
- Key messages
- Tone of voice
- Editorial style
- Primary logo/namestyle
- Logo
- Namestyle
- Clear space requirements
- Sizes
- Color: preferred and variations; positive, reverse, 4-color, 1-color
- Correct and incorrect usage
- Secondary and supporting logos
- Business naming decision tree
- Supporting logo system
- Product names/logos
- Product naming decision tree
- Sub-brand logo system
- Tagline
- Graphic signatures
- Corporate typefaces
- Supporting elements
- Primary color palette
- Secondary color palette
- Photo or illustration style
- Typography style
Stationery
- Business cards, standard
- Business cards, dealer
- Business cards, international
- Letterhead, standard
- Letterhead, international
- Letterhead, monarch (executive)
- Envelopes, #10 business
- Envelopes, international
- Envelopes, monarch
- Envelopes, window
- Envelopes, mailing
- Stationery, co-branded
- Mailing labels
- Notepads
- Fax covers
- Internal memos
- Press releases
- Microsoft® Office templates: Word, Excel,® PowerPoint,® Visio®
- Report format
- Proposal format
Forms
- Purchase orders
- Invoices
- Estimates
- Distribution
- Bills of lading
- Returns
- Checks
- Contracts
- Human resource materials: employment applications, benefits
Phone systems
- Greeting
- Voicemail style
- Acceptable “shorthand”
Literature
- Brochures
- Booklets
- Flyers
- Product spec sheets
- Customer case studies
- International formats
- White papers
- Executive briefs
- Product catalogues
- Sales catalogues
- International communications
- Stockholder communications
- Hardcover books
Packaging
- Product packages
- Product labels
- Hang tags
- Shopping bags
- Shipping cartons
- Point-of-sale materials
- In-store displays
- CD and DVD case and labels
- Video cases and labels
Publications
- Customer magazine
- Employee magazine
- Business partner/dealer magazine
- External print newsletter
- External e-mail newsletter
- Internal print newsletter
- Internal e-mail newsletter
Signage
- Exterior facility signs
- Skyline
- Monument
- Directional
- Parking
- Traffic control
- Site marker
- Building identification
- Corporate flag
- Interior facility signs
- Lobby
- Directory
- Directional
- Floor identification
- Stair identification
- Room identification
- Workspace identification
- Restroom identification
- Roof signs
- Decals on glass
Vehicle graphics
- Service vans
- Delivery vans
- Shuttle vans
- Tractor trailers
- Plant vehicles
- Security vehicles
- Landscaping vehicles
- Buses
- Train cars
- Ferries/ships
- Containers
- Aircraft
- Blimps/ballons
Uniforms
- Employee badges
- Visitor badges
- Contractor badges
- Security
- Shirts/ties
- Jackets
- Coveralls
- Lab coats
- Hard hats
- Service hats
- Seasonal uniform style
Exhibit systems
- Trade show booths/exhibits
- Floor displays
- Posters
- Banners
Web and interactive
- Site design and interface
- Web page templates
- Information design
- Content style and administration
- Corporate Web site
- Division/group sites
- IT systems: call centers, order entry, etc.
- Employee intranet site
- Web advertising
- E-commerce site
- E-mail style
- Direct e-mail programs
- Interactive CDs
- Multimedia presentations
- PowerPoint® presentations
Special events (print and Web)
- Sports sponsorship
- Co-sponsorship
- Olympic team or Games sponsorship
- Charity sponsorship
Advertising
- TV advertising signature
- Print ads, magazine
- Print ads, newspaper
- Outdoor ads, roadside
- Outdoor ads, bus shelter
- Outdoor ads, train station
- Vehicle ads, bus
- Vehicle ads, taxis
- Direct mail campaigns
- Banner ads, Web
- Co-op advertising
Branded merchandise
- Hats
- T-shirts
- Sweatshirts
- Golf shirts
- Golf umbrellas
- Notepads
- Pens/pencils
- Keychains
- Mugs
- Tote bags
- Computer cases
- Stuffed animals
- Paperweights