The Importance of Creative Standards

Standard is the key word in this edition of the Compass. And by standard we are talking about consistency when applied to design. Here’s an example: say you want to design a business card and a postcard for your company. You should not use one type of font on the business card and then choose another to use on the postcard. The font or fonts you choose for your business card should be the same ones applied to your postcard, or any other collateral for that matter. You should also have a set of color standards which will enable you to create a variety of designs that remain consistent.

By setting standards, you help clients or prospects recognize communications from you, therefore building a solid brand. Anything that represents your company should have consistent creative standards (fonts, colors, logo treatment, taglines) such as:

• Collateral
• Signs
• T-shirts
• Vehicles
• Websites
• Brochures
• Ads

Need help bringing consistency to your marketing? Give North Star a call today at 401-294-0133.