By Dennis Brennan – Sr. Art Director
Everyone talks about corporate identity (well, not everyone…but those of us in the business do!). But just what is corporate identity? Well, what it’s not is merely a company’s name or logo.
Corporate identity is a strategy that defines a company’s values, its personality…its brand. Done properly, it accurately communicates these elements to a company’s customers, providing a clear image that helps set the company apart from its competitors.
With the advent of the internet and its global nature, corporate identity has become more important than ever in ensuring that companies present a consistent image throughout all of their marketing materials. Consistency needs to carry through in the use of the logo, tagline, color, typography and a well-conceived system of design for all “promotional” materials.
This includes websites, direct email, banner ads, social media venues, etc. in addition to more traditional printed materials such as letterheads, business cards, sales brochures and catalogs, signage, packaging, investor communications, promotional items and magazine advertisements.
The logo is, of course, the anchor design element that visually identifies a company. It should be distinctive, uncluttered, easily recognizable and should attempt to graphically reflect the nature of the business.
Attention should be given to logo design to be sure it reproduces correctly in any application, from printing it on a ballpoint pen to huge trade show booth graphics. Today’s online uses can present specific challenges due to the resolution and limited color restrictions of computer monitors.
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Articles, Collateral & Printing
Advertising, Branding, Marketing, Web