COMMUNICATIONS The Importance of Graphic Standards Graphic identity is perhaps the most important component of your organization's communications strategy. Keep it consistent to build a strong and recognizable "brand." To build a family look for your publications, a graphic standards manual is the key to consistency. The graphic standards manual should outline the design parameters for everything you produce. It is the ultimate design decision-maker and should shape each piece before it goes to print. At a minimum, your graphic standards manual should include information on: the meaning and philosophy behind the logo and what your organization wishes to achieve with its publications logo sizing, colour and placement in a document official typefaces for your organization official colours, including which colours are to be used together template grids for each publication you produce Each organization's manual will vary in size and complexity depending on the number of different publications produced.