A grid structure is an essential and effective component for all marketing collateral, publications and literature. A grid divides any given space into a set number of vertical and/or horizontal units that are used as the framework for text and images (content). Using a grid when designing a branding piece has two main purposes:
- To create visual consistency among all our touchpoints. Establishing consistent locations for common elements such as logo, headlines, text, and address block allows the reader to immediately understand where the piece is from and how to contact the organization.
- To organize information so that it is visually inviting and logical to the reader. People read left to right, top to bottom. A grid facilitates this ﬂow of information so that the reader can navigate through the content efficiently and effortlessly.
Our standard grids are two and four columns. These grid formats should be ﬂexible enough for most materials. Other grid structures may be developed for certain publications or materials that have a need for more ﬂexibility. The consistent placement of the logo in the upper left or lower left corner is important to the cohesive look that we strive to project. Grid speciﬁcations are detailed, where applicable, in the application guidelines.