This insights post is a summary of the blog post published by LF Channel. View the full insight at: How to create a corporate identity manual step by step (with examples).
The best way to start a corporate identity manual, it to begin by understanding what a brand identity really involves. A corporate identity manual can also be referred to as a brand style guide. There is a common misconception that it is only about a visual style elements such as logo, colors, and typography. However, a complete identity guide is much broader than that.
What is a corporate identity manual and what is it used for?
A corporate identity manual is a guide that establishes rules to maintain the visual and verbal consistency of a brand. The purpose of the manual is to ensure the brand is always recognizable and coherent. In short, it is a document that defines how the brand communicates across all channels and with all of its audiences.
Beyond an attractive logo or elegant typography, brand identity defines how the brand communicates with its audience. This is done to prevent its visual and verbal expression from becoming disorganized or inconsistent. In this way, it creates a distinctive personality that allows the public to recognize it even without seeing its name.
What are the steps to follow to create a corporate identity manual?
Now that we are clear on what a brand identity manual is, let’s define all the elements that should be included to make it complete and professional
- Brand objective and mission: The first step is to define the brand’s main objective, its mission and purpose. For example, Google’s mission statement is: “to organize the world’s information and make it universally accessible and useful.”
- Logotype, Isotype, or Imagotype: The logo represents the visible face of the brand and should be simple, recognizable, and consistent with its values. Habitually, the term “logo” is used to refer to any graphical element of a brand, but it is important to distinguish between:
- Logotype: only the brand name in text format.
- Isotype: a symbol or icon that identifies the brand without text.
- Imagotype / Isologotype: a combination of logotype and isotype. An imagotype allows the elements to be separated, while an isologotype merges them into a single design.
- Corporate colors: Corporate colors identify and differentiate the brand. Some companies even register their own color, such as Coca-Cola or Tiffany & Co., to make it exclusive. Colors are capable of conveying emotions and values; the chosen colors should have good readability and be accessible to people with visual impairments.
- Typography: Choosing typography is crucial for visual consistency. Typography should reflect the brand’s personality: for example, a tech brand typically uses a modern sans serif typeface, while a luxury brand opts for a more classic serif style.
- Voice and tone guide: Every brand has its own voice, just like people do. The voice and tone guide defines whether the brand will be approachable, professional, friendly, formal, etc., and how it adapts its tone depending on the channel or situation.
- Iconography style: Icons accompany visual content and help communicate information quickly.
- Illustration/photographic style: If the brand uses illustrations as part of its identity and brand storytelling, they must maintain visual consistency. The same applies to photography.
Why does your brand need a corporate identity manual?
A corporate identity manual ensures a consistent image and aligns the entire team with the brand standards. Its main benefits are:
- Consistency across all communications
- Communicating your brand values
- Differentiation from the competition
To get detailed examples, setup guidance and additional insights, view the full post at: How to create a corporate identity manual step by step (with examples).
