Classic Graphic Standards and Brand Identity

Graphic standards show how simple design decisions can create a consistent identity. Our logo portfolio offers examples of identity work. This is especially true with the Design Research Unit’s 1960s graphics for British Rail, whose double-arrow symbol remains a familiar part of the railway’s visual identity. In 2016, the Co-op revived its classic clover-leaf logo, illustrating how established ideas can inform graphic design and branding. In the United States, historical design manuals have also been republished in hardback form.

Brand guidelines book with logo spacing, colour swatches and typography examples.
Concept illustration: brand guidelines book with logo spacing, colour swatches and typography examples.

Design manuals and the 2017 archive

Standards Manual publishes reprints for designers and collectors, including US government design manuals. This article originally covered its Environmental Protection Agency manual crowdfunding campaign. In May 2017, the article recorded $134,694 (£103,938.58) with 18 days to go to reach their $150,000 target and 1,569 backers. These are historical campaign figures.

The original article also recorded reprint prices of $54.95 for the 1970 New York City Transit Authority manual, $45.00 for the American Bicentennial manual and $79.00 for NASA’s manual. These were 2017 figures, not current offers; editions, availability, shipping and taxes may differ. The publisher’s catalogue provides context for each title and identifies the designers behind the original systems. Useful details to compare include logo sizes, colour specifications, type choices and spacing rules. These instructions help different people apply an identity consistently across signs, publications and everyday communications.

Why classic graphic standards still interest designers

It is easy to see why these graphic standards interest designers and typography enthusiasts. Firstly, there is some nostalgia to the older designs. Secondly, a consistent visual language can make information easier to recognise. The Co-op and NatWest examples show the enduring appeal of familiar symbols, although each identity evolves over time. Thirdly, many 1970s designs, especially their use of sans-serif typefaces, remained influential in 2017. Their principles can inform digital layouts and business stationery design, with testing for each format.

Dreamkatcha, 08 May 2017.

Graphic Standards NYC Subway Feature Image by Osugi (via Shutterstock).

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