Cohesive Design Strategy

Design and business strategies should work in tandem to strengthen a brand image. Business strategies provide a framework for the brand values and what it stands for...the ideals that differentiate them from others. Design and creative strategies then act as the vehicle to carry those values and communicate them visually to the customer while maintaining consistency in the message.

Although Scantron has enjoyed strong corporate brand recognition, its visual identity has varied across its products and services. This project was undertaken to create a consistent look and feel to complement Scantron's brand and support its values and positioning.

Why an Identity?

The identity system for Scantron Corporation presents a unified image of Scantron's product offerings and corporate personality to its many constituents. The goal in developing these guidelines was to introduce an identity system that truly reflects Scantron, is attractive, easy, and economical to implement, is useful for a variety of formats and applications, and is flexible so different market groups can retain their individuality within the Scantron framework.

The Scantron Graphic Identity Guidelines and Policies manual provides a single reference for all aspects of Scantron's graphic look; Scantron policies regarding official stationery, use of the logo, and nomenclature; information on Scantron's Web design; trademark and licensing guidelines for Scantron products; and the application of the graphic look to collateral materials and signage.

The Scantron Graphic Identity Guidelines and Policies are presented to assist the people who develop print, Web, and related pieces that ultimately contribute to and reinforce the identity of Scantron. The guidelines are based on policies and recommendations that exist at Scantron.