Corporate identity is perhaps one of the main advertising and marketing tools of any modern company.
Development of corporate identity implies a combination and combination of elements (certain graphic objects and font solutions) that ensure the unity of appearance of all objects related to the company (products, packaging of goods, premises, equipment, documentation, advertising, clothing, etc.). The corporate identity itself is one of the main advertising and marketing tools of any modern company.
The corporate identity should contribute to the formation of a favorable image of the company, should enhance the effectiveness of its advertising contacts with consumers, contribute to the growth of reputation and reputation of the company in the market, inspire confidence of partners.
Development of corporate identity. Main package:
Logo, trade mark
Branded colors (color palette)
Corporate identity. Additional elements:
Souvenirs, POS materials
Packaging (packaging paper, packaging)
All forms of outdoor advertising, including Internet advertising
Basic elements of corporate identity
The core of the corporate style – color-graphic elements: trademark, logo, corporate unit, colors, fonts, layout system, company names (goods) and slogan. Advertisers call them constants – they are practically unchanged present on all objects of corporate style (they number more than 200).
In the West it is called “coordination of design” – a single, distinct style from the trademark to the design of products and the interior of the hall: already in the 50s of the XX century businessmen have ceased to be interested in scattered, individual things – they understood, that in the vast flow of information a person can easily get lost.
The corporate style has its own unique set of graphic, color, plastic, semantic and other means to create its own system. Most often it is perceived visually.
It is important to choose the color range not only for the logo, but also for the whole brand image, including external and internal documentation, painting the walls in the offices and the color of the carpet in the conference room. Two or three basic colors is a simple question.
Yes, on the one hand, there are perceptions: banks prefer conservative blue or domineering purple, and color experiments in our society, where banks are not trusted, do not take root. Or, say, there’s a list of colors in the spectrum of red that stimulates appetite and is good for restaurants…
In general, this is a whole job that should involve sometimes colorists and psychologists. On the other hand, for corporate colors and partly fonts works perfectly “the theory of breaking stereotypes” when the attention may attract an unexpected move.
The letters in the font differ in the character of the drawing, slope, saturation, size. It is designed individually, as well as the logo. For famous brands Apple, United Colors of Benetton, Mercedes-Benz it is the unique font has become one of the most important components of 100% recognition.
Of course, the presence of your own corporate font will be advantageous to distinguish your company from others, but it is not a mandatory component of the corporate style – you can use ready-made fonts (only those that are not subject to any intellectual property rights).
The element from which business contacts begin. After the acquaintance exchange business cards. In fact, the card is essentially a mini-representation of your company. For example, visiting a business exhibition, sorting after numerous meetings your business card, another customer will choose with whom to communicate, looking at a series of business cards and noting the most attractive and representative.
It is a sheet of paper with the name of the institution, firm or partially printed text, designed to produce a document in a certain form. Since letters and other documents are usually addressed to the second party, the form must necessarily reflect the specifics of your company, namely corporate identity.
Recently, with the development of the Internet and electronic correspondence, the corporate style of electronic documentation has become very topical. For example, some companies have their own “email form” (of course, it is visible only in html format, in the normal text mode of e-mail browsing all branded items are not read).
The corporate site itself has ceased to be considered an achievement – it is in order. And today many small companies have their own websites. Accordingly, a significant number of design studios add the design of the site to the service of corporate identity development.
Of course, this makes sense – the site itself can be done later, launching it as needed, but a ready-made design solution for the site, harmonizing with the rest of the corporate style, it is good to have on hand in the very beginning.
Why do you need a corporate identity
The corporate identity is a distinctive feature of the company, put on public display. A well-designed corporate identity will be the basis for the successful introduction into the Russian and world market of any product or service in the harsh conditions of competition.
With the help of the corporate style, businessmen solve a number of urgent tasks related to both impact on the consumer and influence on the organization and management of production. Corporate identity primarily helps to recognize and identify the objects of enterprise activity: goods, advertising, buildings, documentation, etc.
That is why “brands” are cheaper to introduce new products to the market – it is associated with the already known name of the company and indirectly guarantees high quality of goods and services. Interestingly, the quality of the products of competing firms may be the same, but the “brand” is always more expensive, often several times.
Western advertisers define the corporate style with the word “identity”, that is, identification, difference, identity. In Russian, the word “style” means something high, with a claim to art. Style – it seems, “make me beautiful”, identity – “different from others”.
Actually, this semantic difference is often a problem for entrepreneurs with the corporate style, because from “style” you expect a completely different. Lovo “style” is misleading, distracting the work of the entrepreneurs themselves from marketing to “pure art”: graphic design and means of artistic expression.
IBM’s corporate identity developer, Noyes, said that “the search for a firm’s expression reveals its character, distinctive features and contributes to its new achievements. They help a company not only to recognize what it is, but also to emphasize what it would like to be”.
Therefore, the corporate identity serves not only to create a certain image, but also to form a certain ideal that performs a useful function for the prestige of the firm. Therefore, it is impossible to create a corporate identity arbitrarily. Artificially designed, apart from objectively existing characteristics, it will not be able to reflect the specifics of the enterprise and may even be harmful.
Work on the style is necessary from the beginning, from the moment of opening the business. After all, the corporate identity is part of civilized business. And without that detail, the machine won’t work properly!
Especially since in many modern companies there are even special people who are introducing corporate culture – strong words are heard. You can not hesitate! For fashion stores or retail banks, of course, corporate identity is needed immediately. However, for many firms engaged in less public business, it is not necessarily a corporate identity at the beginning of the business journey.
“Individual design products themselves can be masterpieces, but all this is in vain if they are not combined with something that would identify with the firm itself,” said a famous designer. And he’s not wrong…
More recently, corporate style has been given increasing importance, and its fundamental role in advertising is unquestionable. Now the corporate identity is not only the commonality of all information coming from the enterprise, but also the key to its reading.