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Graphic Standards Manuals

We've been asked to create a graphics standards manual for a client. It seems that there is a wide range of what that could include. What do people typically include in the project specifications for something like this?

How much do people generally charge according to those specifications?

Thanks!

Cindy McCleskey
-- Cindy McCleskey Production Manager The Phillips Agency

I have worked on and estimated a number of graphic standards manuals over time. The best approach is to think of it as the bible of visual communications to unknown vendors. You want to anticipate every possible option for using logos, corporate colors and design elements, and address every possible method of reproduction. What you need to include in the manual depends on what types of pieces the client will typically use. The key is to provide thorough directions so that there will be a comprehensive visual identity when pieces are produced by multiple vendors.

Basics include: PMS colors or formulary for custom colors; 4CP match color formulation; Indigo printing match formulation; secondary color palette (if applicable); fonts; logo standards in PMS and BW with tints indicated versioning of logo; positioning of logo; tagline and positioning of tagline; preferred paper stock;. Depending on the type of client, the graphics standards manual may also include approved corporate campaign photography, product shots, ad templates, etc. You may also want to include instructions for unusual usages, such as vinyl lettering or ad specialty items, depending on the type of client. You may want to include a CD with logo, fonts, images, templates, etc. depending on the client, and color swatches (a must if it is a custom color formulary.) You will need to house it in a binder, although I have seen some manuals that live only as an online document.

Graphics standards manuals are expensive because you are generally printing so few of them, and they are time intensive on the part of a senior art director in compiling the information to be included.

Alex Luken Traffic Manager

Corporate logos, usage Corporate colors, usage Corporate complimentary color pallet Corporate taglines, usage Corporate fonts, usage Business papers - letterhead, envelopes, thank you notes, mailing labels, etc. Sizing limitations, specifications Sub brand colors, logos, treatments

10K - 20K depending on the size of the company. For example, SRA has so many sub brands, I bet they spent 40K on their standards manual which is also in CD Rom format.

Cathy Smith