creating and following standards for a company's logo, identity system and visual materials is the key to creating a consistent brand, especially in a large company. these "rules" do not have to be complicated and may (with careful planning) evolve and grow in time. some of the basics included in a standards book are:

logos—how, when and where they may be used.

· sizing, padding and margins
· color and gray scale
· layout and placement
· header and content fonts
· incorrect usage

images approved for use in articles and ads

uniforms and ephemera