Corporate identity is a set of graphic, sound and color techniques that guarantee the identity of all products of the company. Customers and partners better perceive not only products, but also the entire activity of a company that has its own unique corporate identity! And also distinguish the goods of such a company from the environment of its competitors.
The concepts of“corporate identity” and“corporatestyle” have been formed relatively recently. But, even in ancient times, skillful craftsmen always put a personal branding on their products, which, conventionally, can be equated to a modern logo.
Those nomadic peoples, who from ancient times used branding as a sign of ownership, put a more or less unique in their region “brand” mark on their livestock. It could be a “mark”, stamped or stamped in the form of a simple letter – the first letter of the owner’s name or surname, or a brand – in the form of a monogram of letters-symbols of the whole family of owners.
Speaking of which, in Latin, the word brand means exactly “brand”.This concept, due to its precision, has become so ingrained over centuries of use that it is still used to define one of the main concepts in marketing.
Already during the scientific and technological revolution, with the increase in population, the development of the market and market relations, it became obvious that just producing a quality product is not enough. It is necessary to distinguish it among competitors with the help of certain elements. In connection with this need gradually began to form the concept of corporate identity – a number of graphic elements, symbols of the company, applied to various material media, helping to create a company’s unique image in the eyes of customers. Starting with printing and letterheads, ending with corporate uniforms, as well as souvenirs and stationery with corporate symbols.
In the post-industrial era, the service sector has taken a position no less strong than that of the production sector. The presence of corporate identity, already at the very beginning of the service sector,was necessary for companies that provided professional services – hotels, company stores, transportation companies, etc.
At that time, foreign companies also actively used corporatestyle as an effective way of competing for customers. It is only worth remembering such brands as Nike, Nokia, Sony, Samsung, Coca Cola and McDonalds – they built their success precisely on the stylishness and monolithic graphic part of their positioning – on a memorable corporate style. Now, even at the mere mention of the names of these companies, a certain visual image immediately appears, and in some cases – even a taste image!
During the development of socialism – all Soviet companies that worked for export had their own unique corporate identity. Aeroflot, for example, has retained its logo from those times to the present day. Needless to say, the Soviet corporate style was recognizable due to its uniqueness and adherence to the rules common to the country for its creation? Recently, the difference in the design of Russian and foreign companies that operate in the same market is becoming less and less noticeable. The boundaries are being erased. The rules of corporate identity are globalizing.
Definition of corporate identity
Corporate identity is a system-organized constants: artistic, graphic, typographic, color, acoustic, etc.,ensuring the uniqueness of thecompany, as well as its goods and services.
In scientific terminology – corporate style is a complete system of visual identification, which contributes to the formation of a positive image of the company, and enhances the effectiveness of its advertising contacts with the consumer. And also – increases the trust of partners and contributes to the growth of the company’s positive fame in the market.
Why do you need a corporate identity?
Many companies develop corporate identity on the principle:“corporate identity is modern and fashionable“. And some on the principle:“if everyone else has it, then I need it too“. Some need corporate identity for a beautiful presentation of the company – in the process of pre-sale preparation – initial promotional campaign.
But, the real need for quality corporate identity appears only when you fully comprehend the benefits and possibilities of its use! Corporate identity is necessary in order to be able to stand out among competitors with the help of uniqueness of graphic and other constants, to become memorable and well recognized. The sooner you start to be recognized and feel positive emotions towards your symbolism, the sooner they will start to cooperate with you.
In addition, the better you are recognized, the less advertising you will need. Your advertising will be everything that will be applied your symbolism – letterheads, business cards, pens, pens, key chains, cups, notebooks, envelopes, folders, etc. That is – everything that is already necessary for your daily activities, and with the application of corporate symbols – gives everyday things – a special meaning and helps to form a common corporate culture.
Remember the uniform – military or school uniform – it disciplines, creates a certain monolithic image and dictates the general ordering of behavioral rules, identifying people exactly with the working or learning environment. The same role is performed by corporate identity. Therefore, when conducting an advertising campaign, the presence of a beautiful and well-thought-out corporate identity greatly increases the effectiveness of advertising, giving it style, integrity and clarity in perception.
That is, a clearly identifiable brand – easily occupies a place in the brain “library” of the consumer! Easily – because people best perceive what is fully understandable and, at least to some extent, close to them! In other words – a quality corporate identity is a guarantee of passing the “face control” in the mind of the consumer.
Грамотный, A beautiful and harmonious corporate identity is sure to inspire trust. And trust is the main factor in the beginning of cooperation in business. The fewer reasons for cooperation, the less profit. You are always greeted by your clothes! Therefore, it is up to you whether you get all the “bonuses” of positive emotions or only a neutral or negative perception during the initial acquaintance.
Characteristics of corporate identity development
To start developing a corporate style, first of all, it is necessary to define the features and integral elements that will become the basis of the company’s style. Corporate identity is, first of all, a real image of the company, with an emphasis on its individual characteristics. Developing corporate style should take into account that it is on the “features” the company will be recognized and remembered as business partners and customers. The basis of corporate identity is the definition ofbasic colors and graphic elements that will be used in the design of all products and goods manufactured by the company.
A company’s logo is the basis of its corporate identity. A logo is an expressed sign of what a company stands for in the market of goods and services. Whether you use the logo as a brand trademark or as an identifying element, it should always be an expressed benchmark of your quality! When customers see your logo, they should be sure that the product belongs to you!
To create a unique corporate identity of a company is characterized by the use of unique fonts. Modern graphic editors in its standard package offer more than a hundred types of fonts! But, only when creating an individual font, the company provides itself uniqueness and expressiveness against the background of the general mass of competitors.
However, the “standard” font is not a hindrance to uniqueness in the event that when creating a text logo, the name of the company is supplemented with some unique graphic element. For example, a picture, which, along with the name of the company, will become part of the company’s symbolism.
The design of such a logo should be recognizable from the first time and not be overloaded with unnecessary graphic or text information.The combination of the logo, as well as colors, textures, fonts and various graphic elements, maintained in certain proportions – this is the corporate identity of the company, thanks to which you can be remembered from the first time and become recognizable in the future.
Our task is to formalize your wishes and aspirations in the best possible graphic shell! Gather your ideas, and remember that corporate identity, corporatestyleand logo design youcan always order in the branding agency “KOLORO”.We will do our work qualitatively and with attention to your wishes! Creation of corporate identity – one of those profiles of our professional activity, in which we have extensive experience and a lot of ready to implement developments.
