how do i find a good agency for corporate design and guidelines?
good corporate design is consistently applied throughout the company. a suitable agency therefore not only develops the visual identity but also creates clear guidelines and tools. when selecting an agency, you should assess how templates, exceptions, and responsibilities are organized. a comprehensive manual is only valuable if it helps in day-to-day operations.
scope of services and delimitation
corporate design shapes a company’s visual identity. guidelines document how it is applied in various contexts. when selecting partners, therefore, it is not only the quality of a presentation that matters, but also how easily it can be implemented later by internal teams and external partners. a comprehensive manual is only helpful if people can use it to make concrete decisions.
an assignment may involve revising existing rules or developing a new system. determine which templates, media, and programs are actually needed. product-specific design standards should be deliberately distinguished from general communication guidelines and meaningfully integrated with them.
test rules in real-world applications
presentations, product documentation, and digital media are often created by different teams. guidelines that are too rigid lead to detours; guidelines that are too open result in inconsistencies. therefore, be sure to incorporate both typical and challenging use cases into the development process. multilingual support and small display sizes can also be important. the quality of the guidelines is evident in their ability to resolve such situations in a clear and understandable way.
four criteria for choosing a partner
- involve users: ask who will be working with the templates later on and how those people will be involved in the testing process.
- prioritize rules: key features should be easy to find. examples help distinguish between mandatory requirements and creative leeway.
- deliver files that are ready for use: templates must be compatible with the actual programs and workflows used.
- maintenance guidelines: designate a responsible party and establish a transparent process for changes and new applications.
compare performance and work results
| task | possible outcome of the work | this is how it is assessed |
|---|---|---|
| basic rules | typography, color, imagery, and layout principles | application to real-world content |
| working tools | templates in the required programs | testing by future users |
| maintenance | current status and handling of exceptions | specified responsibility for updates |
project process and decisions
start by taking stock of frequently used media. use this to develop a core system and a few meaningful templates. a pilot project with internal users will show whether the rules work without additional explanation. documentation and files are then transferred consistently. a brief introduction can help you systematically migrate existing materials to the new system.
example of guidelines for multiple departments
suppose the sales, product management, and hr teams are all creating documents under the same brand. an idealized sample brochure is of limited help to them if it doesn’t address everyday scenarios such as long tables, different image formats, or multilingual text.
a well-designed pilot program has relevant individuals use the new templates to create actual documents. any questions that arise reveal where rules or tools need to be refined. this hypothetical example illustrates why the rollout can be part of a corporate design project. the quality of the manual is also evident in its ability to answer recurring questions that come up in day-to-day work.
common mistakes in selection and contracting
avoid guidelines that contain only perfect examples. challenging use cases and justified exceptions are just as important. another issue is file transfer in programs that the internal team does not use. ask how existing documents will be migrated and how outdated templates will be flagged. if no one maintains the current version, even good rules can quickly be superseded by differing local copies.
compare costs and schedules effectively
the number of templates, the software used, and the effort required for internal implementation are key factors in determining costs and duration. have research, development, prototypes, and external specialized services listed separately. also, specify which rounds of revisions are included and who approves feedback. a schedule is only meaningful once these decisions and dependencies are known.
the briefing for an initial meeting
provide commonly used media, existing templates, and typical problem scenarios. list the programs, languages, and internal user groups. determine whether brand guidelines have already been established or need to be developed. prioritize the most important applications and designate a person responsible for their ongoing maintenance. a realistic scope for implementation is usually more meaningful than the desire for a manual that is as comprehensive as possible.
frequently asked questions about corporate design and guidelines
why are templates just as important as rules?
translate design principles into concrete steps. test them in the programs you use and with real content. this will reveal which decisions users must make on their own and where additional examples or technical adjustments are needed.
what is the difference between guidelines and a design system?
guidelines describe rules. a design system may also include specific components, templates, and maintenance processes. these terms should be clarified in the proposal by specifying the deliverables.
how should exceptions to guidelines be handled?
with a designated point of contact and a clear rationale. document recurring special cases as additional examples. this ensures that the system remains applicable without each team developing its own rules that deviate from the standard on a permanent basis.
how comprehensive should corporate guidelines be?
as comprehensive as the relevant applications require. frequently made decisions should be easy to find. add specific details for rare special cases rather than making it difficult to get started with unnecessary details. a pilot project using real work documents helps determine the appropriate scope.
how does corporate design differ from brand strategy?
brand strategy clarifies, among other things, positioning and brand role. corporate design translates these fundamentals into a visual system. if strategic questions remain unresolved, they must be explicitly addressed in the project; a layout manual cannot implicitly replace them.
does everything have to be switched over to the new design immediately?
this is not mandatory. prioritize them based on relevance and the need for revision. however, the transition phase requires clear rules to ensure that new and old documents are not mixed up. agree on which templates will be replaced first and how subsequent applications will follow.
the perspective of f/p design
for Roche Diagnostics, we developed the ID Standard 2.0, which includes design principles, guidelines, and modular templates. when creating a new set of guidelines, the key question is how it will help teams make specific product and implementation decisions.
are you planning a project in this area? talk to f/p design about your project, its current status, and your desired outcome. together, we’ll determine the right design approach and the next steps.
