I have constructed many Brand Identity Standards. The largest was for HB Fuller, a global adhesive company. I augmented the palette, adding accent and secondary colors. I typed the positioning statement. I also created a user-friendly element. The "Beaker Silhouette” was a unifying shape that could be used on any collateral. To ensure ease of use, its proportions were based on the width of the page or web ad. This allowed a simple conversion from departments all over the world, in any measurement system.