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.
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