Why You Need a Visual Standards Guide

Any business, large or small, should have a Visual Standards Guide governing their brand.

What is a Visual Standards Guide?

A Visual Standards Guide is your company’s “brand bible”; it is a document outlining aspects of the design and image of your company. A standards guide contains all rules and regulations for the company’s brand image, ensuring that what the public sees is always consistent.

Why is it important?

Your company’s brand is the image that the public sees. The brand establishes the voice and personality of a company. It represents how you want the world to see your company and consistency is important in keeping your message legitimate. You want others to be able to look at the design of your brand and associate it with your company. A lack of consistency leads to a messy and unorganized appearance. Also, it ensures that everyone will know how to use your brand. From graphic designers to suppliers it guarantees your brand stays the same no matter who is working with it. Having an established Visual Standards Guide keeps your company organized and everyone on the same page. A little work upfront saves you from rewrites and revisions later on. Before you can convey your message to the public or other companies it needs to be established and consistent within your own walls.

What do visual style guides include?

There are key elements that should be included in your Visual Standards Guide to ensure consistency. Most Visual Standards Guides include sections on:

• Typography/Font
• Photography
• Colour Palettes
• Logo specifications
• Stationary design
• Language

Check out the Visual Standards Guides of these brands for some inspiration:

• Nike
• University of Cambridge