Creating, Using, and Preserving the Corporate Identity
- The Role of a Logo
- The Objectives of a Logo
- The Tactical Requirements for a Successful Corporate Identity
- The Technical Requirements for a Successful Corporate Identity
The Role of a Logo
The Role of a Logo
- The logo is the "face" of a company.
- It should be a memorable icon that conveys and evokes the company’s beliefs, values, and strengths.
- If a logo is executed successfully, the viewer should be able to assimilate these values simply by being exposed to it.
- A logo serves as the cornerstone of all design and marketing efforts.
The Objectives of a Logo
- Communicate the company’s character, values, and strengths
- Reinforce the company’s visibility in the defined market
- Set the company apart from the competition
- Maintain or advance the company’s competitive standing in the targeted marketplace
Reinforce Brand Presence
- Apply the logo to every corporate communication
- Vertical saturation within the company: Ensure we speak with one voice
- Horizontal saturation in the marketplace: Advertise us by advertising it!
The Tactical Requirements for a Successful Corporate Identity
Comprehensive Identity Program
- All logo applications must be considered in the design phase
- The logo must retain its character for
- Stationery/business cards
- Building signs
- Design drawings
- Fleet vehicles
Strict Design Guidelines
- A good corporate identity is accompanied by a style guide indicating proper (and improper) usage.
- This ensures that the identity doesn’t degenerate over time, as those implementing it become further removed from the designer.
- Make it available throughout the company
- Make it available to outsiders
The Technical Requirements for a Successful Corporate Identity
- Does it preserve its character when printed in one color (B&W copies, facsimiles, etc.)?
- Will it print well on an offset press?
- Avoid screens for versatility
- Avoid difficult registration
- Use spot colors to reduce registration and color reproduction issues
- Does it scale well? (Does it retain definition and character in sizes ranging from an inch to several feet wide?)
- Will it work on-screen?
- Is it easy to use and inexpensive to manage?
- A logo is the company’s most visible asset
- As the foundation of a corporate identity program, the logo must be rationally