getButterfly Logo getButterfly

Corporate identity expresses both what a company is and what it aspires to be. It is a promise as well as a commitment.

A brand is power. A brand greatly increases a company’s chance for success. A strong brand commands higher prices, higher margins, and higher market share. A brand message begins with a logo and tagline, and it matures based on usage.

How hard it is to brand a product, a service or a company? We will see in the following article.

Let’s start with the logo. The logo must be clean, easy to distinguish, not more than 3 colours (there are exceptions, but there are GOOD exceptions) and suggestive.

The font used for the text and the slogan should be readable, ans should be a custom concept. Fonts like Arial, Times New Roman, and more should be used, but with minor customization. Colours should be solid, a combination of maximum 2 colors, at least one being repeated in the logo.

As you see in the example, my colours are gray and dark red. Dark red also exists in the logo, combined with white. Notice the simplicity and the obviousness of both the logo and the text.

When using logos and logotypes you should clearly note how the aspect ratio is kept, how the size varies (no more than 3 or 4 variants), and how the minimum size is used. The latter means the safe distance from distracting elements (i.e. the distance between other elements on the page, site, graphics, document, and so on.

Colours should be expressed both in RGB (for web use such as # XXXXXX [6-character sequence]), and in CMYK, with a PANTONE equivalent for print use.

Note if you have a trademark or registration symbol, the preferred background for the Corporate
Trademark is white. Never display the color Corporate Trademark over another colored or textured background.

Any variation would be incorrect and should not be used. The following are some examples of unacceptable modifications and applications of the Corporate Trademark.

1. Never move, delete, or rearrange any elements of the Corporate Trademark from their respective positions.
2. The Corporate Trademark is never rotated.
3. Any distortion of proportions (height or width) of the Corporate Trademark is incorrect.
4. Never stack, overlap, or graduate the Corporate Trademark.
5. Never add any text or graphic element to the Corporate Trademark.
6. Never place the Corporate Trademark over a photograph or any textured background.
7. Never place the color Corporate Trademark over any solid- or multi-colored background.
8. Never modify the Corporate Trademark in any way.

You should always provide full instructions for templates (printed materials and web applications). Also you should always have multiple versions of your logo and logotype in various file formats (EPS, AI, CDR, PSD, TIFF, TGA) at both 72DPI and 300DPI.

Again, if the logo or the logotype contains the trademark or registration symbol, you should clearly state in the footer that the name, the logo and the slogan are copyrighted or trademark of your company. You should also reserve all or some rights for your graphic concept.

What I tried to do here is specify some guidelines for creating an identity. Their (note: guidelines) order may seem chaotic, but I wrote them down as I started my identity construction process for a new and more vivid brand awareness for both my company and my products.

More lessons and guidelines will follow as I will delve deeper into the concept of corporate identity and brand building.

Subscribe to getButterfly Blog

Once a week or so we send an email with our best content. We never bug you, we just send you our latest piece of content.

If you found any value in this post, agree, disagree, or have anything to add - please do. I use comments as my #1 signal for what to write about. Read our comment policy before commenting! Comments such as "Thank you!", "Awesome!", "You're the man!" are either marked as spam or stripped from URL.

8 thoughts on “Corporate Identity Ramblings

  1. Wow, thank you for that, but I have a question for you:

    (Note if you have a trademark or registration symbol, the preferred background for the Corporate
    Trademark is white)
    why is that?
    as also I see that you didn’t follow all the instructions you have said here in the logo you are using for your site, the color and the background.


  2. No, and thanks for asking, I’m actually in the process of rebranding Butterfly Media Romania. And about the background, white is preferred but not compulsory. It is more readable that way.

    Thanks for all the comments.

  3. nice tips….I am learning more about design….and branding your logo play an important role especially in future….but has to start early

  4. Ok, I also noticed that many of the websites these days use the blue color for them, do you think having too many websites using blue color will affect the public or general look in the future? as to say, may be the people will hate the blue color in the future and it will be an old fasion!

    What do you think here?


  5. Not at all. Actually the blue is a cool color and pleasant to the eye. Let’s think a little bit about Microsoft Windows. What colour it is? Blue, exactly. Web designers – not all of them – formed an instinct about blue. The links are blue by default, the browser window has blue elements, so everything is blue.

    Well, I wouldn’t say that there are too many blue web sites. They are moderate. There are also dark red and brown colour web sites emerging.

    My blog is blue. Yes, but my web site is black and green.

    So, as a conclusion, blue colour will not affect the public or general look in the future. But yes, people will hate blue :) Just like we hate the old-style web sites, 7-8 years ago – when I started doing web design using PageMill and Netscape Composer. Damn, those were good times, hehe.

  6. Hi,

    I just came today by your site, I am sorry but it has been raining and snowing here, the power went down and then I had problems with the internet, but now things are better, the internet is still slow a little but it is better,

    I am going to read what you have post, but first I want to tell you that I already saw your website the other day, I am not a fan of black color for website but yours was really wonderful, as I said I don’t know a lot but I am trying to learn, but your website is really nice looking,

    Thank you for all the nice blogs you post and for all the help you offer,

    My best regards.

  7. It is interesting that you have added things not to do with the logo / trademark that forms the basis of the Corporate Identity. I have not seen this before where it is listed not what to do with the artwork but I think it is an excellent idea as it helps to clarify that a respectful use of the logo / artwork is necessary for the best results with regards to the building of a Brand or Corporate Identity. Thank you for sharing this.
    .-= MJ Stapleford Corporate Identity’s last blog ..Logo Design for Company based in Bristol =-.

Leave a Reply

Your email address will not be published. Required fields are marked *