Using Communications
Standards Strategically
By Ellen Dorian,
Vice President
An organization's strategic communications effort
should include very clear "communication standards": policies regarding consistent use of logos, slogans, letterhead and
such publications issues as page formatting, fonts, paper selection, and
company colors. These may
seem like small considerations, but they can establish an organization's
visibility.Companies spend billions of dollars each year to
develop logos and branding positions as "identifiers." The logo becomes the individual trademark of what the business does
and presents an image of the company's characteristics. The use of design, typefaces and color all come together to create
a synergistic effect that will hopefully become an icon. However, the creation of the logo is only the
beginning; after that, it's time to develop the standards that will define
its usage and placement in all company communications, from letterhead to
cocktail napkins. Why is it so important? Over time, customers and
potential customers should view the logo in the same predefined ways to
increase awareness.Six things to consider:
- Where will the logo be placed on all
correspondence?What colors are to be used? Are shades of the
color acceptable? Make sure the logo is visually appealing in B&W,
too.How large or what proportion is the logo in
relation to every conceivable use (from business cards to full-page
ads)?Are there secondary visuals used in conjunction
with the logo that someday could become the established identifier?
(Think of the Nike swoosh.)What paper stock, including color and weight,
seems right for your company?
- When choosing typefaces and fonts, can they be
used appropriately in all formats (letterhead, brochures, newspaper or
magazine advertising)?
Once these decisions are made, it will become easier
for you and all employees to follow the standards and develop collateral
material for a consistent approach.
Remember,
as repetitive and perhaps uncreative as this may seem, your customers are
seeing your logo much less than you are. The intent is to make all aspects
of your communications representative of your company's overall strategy. In time, the repetitiveness of the standards will hopefully develop
into a branding positioning that ultimately results in instant recognition
and appeal.
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