Cohesion. Consistency. Maintaining a level of value and excellence.
These are reasons for creating an explicit standard with a full brand description of what that brand stands for. The use of specific colors, typographical elements, image styles and dimensions generates confidence with consistency of tone. A company’s vision is reflected in the handling of its brand; therefore, it is imperative to avoid discrepancies in brand elements. Effective use of brand expression avoids physical deviations from the true character of the brand, and reminds people that behind that brand is a company inviting confidence and trust.