A GSM defines the graphics standards, meaning anything that is visual. Typically, this would include the core visual elements of the brand such as the logo, additional logo orientations (horiziontal, stacked, simplified), icon, colors and typography. A full Brand Guide will also include elements such as brand application on merchandise, social media sites and websites.
GSM: Graphic Standards Manuals
GSM guidelines are developed to serve as the official guide for applications of all logos, brandings and merchandise across your business' brand. It is intended to help anyone who works with, for, or in tandem with the company.
Consistent use of the guide will ensure that your brand is properly applied to official stationary, business cards, signage, institution websites, products, publications, and other collateral materials.