Corporate Identity Guidelines: Turn design decisions into clear rules teams can apply

Organise navigation around user tasks

If selecting the right file is the first need, place a logo asset map early. If staff frequently prepare presentations, make template instructions easy to find. Give each section a brief purpose statement and identify the file package and version to which the document belongs.

Provide quick routes rather than expecting everyone to read the entire guide. A new employee should learn the core decisions, while a producer should find the relevant application details directly. The structure should make ordinary questions easier to answer.

Connect logo rules to named files

Show the primary mark, alternative arrangements and single-colour versions with their file names. Define clear space and minimum sizes through tests of the actual design rather than copying a universal value. Add examples for dark backgrounds, busy photographs and narrow areas.

Incorrect-use examples should explain a problem. When showing stretching, altered proportions or an unsuitable background, also identify the correct alternative. A list of prohibitions alone gives users less help than a rule paired with an appropriate file or application.

Add context to colour and typography

State what colours do as well as their values. Demonstrate combinations for headings, backgrounds, accents and supporting graphics. Record print references and material checks where relevant. Typeface information should identify families, weights, uses and how they are obtained.

WCAG AA text contrast thresholds are 4.5:1 for normal text and 3:1 for large text, defined as at least 18 points or 14 points when bold. Do not extend the logo exception to all copy. Colour should not carry information alone. Explain these technical points through application examples separately from the general palette presentation.

Show editable and fixed template areas

A template screenshot may not explain what users can change. Describe headings, content, image and contact areas. Include common situations such as long text, tables, portrait photographs and a second language. Where limits apply, explain their purpose and offer an appropriate alternative.

Imagine a hypothetical sales team adding a product to a deck. A guide answering which slide type to select, where the name belongs and how technical information is ordered addresses a real task. A polished sample slide alone does not provide that instruction.

Test the guide by assigning a task

The person preparing the guide already knows most decisions. Test usability with someone less familiar with the project. Ask them to find the right logo, update a simple page or choose a colour combination. Points of hesitation can reveal missing explanations.

• Do file names agree with section labels?
• Do examples match the delivered template versions?
• Can the user choose the correct file without specialist software knowledge?
• Is it clear who handles an application question the guide does not answer?

Manage updates and exceptions

New channels or product families may require the rules to evolve. Identify the owner, version date and changed sections. Organise guide and asset packages together so old instructions are not paired with new files. Explain significant updates to relevant staff and suppliers.

When a new request appears, consider whether it reveals an uncovered need. If that need is recurring, adding a template or application example may be more useful than repeatedly providing verbal explanations. The guide should support the system as it develops, with a clear record of what changed.