1. Logo architecture
Define primary and secondary marks, lockups, clear space, minimum size, background behavior, monochrome versions, and misuse examples.
2. Color system
Document primary, secondary, support, and accessibility considerations, plus practical digital and print values where appropriate.
3. Typography
Define display, body, data, interface, and fallback typography with hierarchy examples and licensing requirements.
4. Graphic language
Specify shapes, rules, frames, patterns, icons, illustration, or other devices that create recognition beyond the logo.
5. Imagery
Define subject matter, composition, lighting, people, editing, illustration style, and what types of stock imagery should be avoided.
6. Layout
Provide principles for spacing, grids, scale, hierarchy, edge behavior, and how the identity adapts across formats.
7. Priority templates
Decide which recurring touchpoints need reusable templates: presentations, proposals, social, documents, digital campaigns, signage, or others.
8. Governance
Define who approves exceptions, where master assets live, how vendors receive files, how new templates are created, and when the system is reviewed.
This guide is not legal, financial, regulatory, crisis-response, emergency, or other specialized professional advice. Specific decisions may require qualified specialist review.
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