The best way of creating the right visual impression of the brand is the consistent use of the same well designed distinguishing features wherever they can approporiately be embodied. This gives cumulative impact to the features used, causes the organisation’s facilities to be easily recognised, and produces an identity which reflects the unity of the organization behind all our activities. The way in which all the design features should be applied, to achieve consistency of effect over the whole brand, is set out in this manual.
The basic element of identification for brand identity is the symbol. It is a distinctive element of the corporate signature. Through consistent and correct use of the symbol and graphic elements we can ensure that a brand communicates itself with clarity and with relevance.