Here's all you need to know about "branding" -- find a memorable name nobody else has, render it in a unique style, slap it on as many pieces of media as you can. All other principles will make a 1% difference (if that). Graphic "standards" are not needed, certainly not worth the costs of implementing them -- in dollars and demotivation. Variety is the spice of life. Consistency is the hobgoblin of small minds. A shared approach to logos and graphics does not create a "unified culture." It is not noticed by anybody outside the company except design groupies. A question I like to ask is, "Would you be satisfied with just being #1 or #2 in your market or do you also need to conform to a graphic homogenization scheme for the sake of corporate neatness"? Another thing. Try to spend time with a naming firm while keeping a straight face. Check this out for some funny name stories. Brand identity firms are charlatans. No?
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