Corporate Identity
The look you put out to the market.
Image and perception. In this world of ours, they are often more important than the reality. And it is due to this that a good CI (for that is what a corporate identity is known as) takes on added importance. To all intents and purposes, a corporate identity is one’s public persona, and in many cases, is so much more than a business card or letterhead. More than a look, it should be an embodiment of what you stand for, and what you offer. In an age where many suffer information overload, people don’t have the time or inclination to try to figure out what it is that you do. Thus, a corporate identity that sheds light and projects the right image is a winning corporate identity. It all starts with a logo, and the roll-out of that logo. In the case of a small business, the roll-out might be limited to a business card, letterhead, brochure, email signature and website - whilst in a larger organisation, may also incorporate office, branch and factory signage, printed and digital marketing materials and vehicle livery. Whichever the case, it is important that after implementation of the new identity, management, staff and suppliers adhere to it to the letter. To ensure this is the case, a corporate identity manual should be developed - either in print or digital form - and circulated to all parties. (Typically, CI manuals dictate what can and can’t be done in terms of logo use, colours and typography so as to ensure synergy across the board). What’s crucial is consistency and that you don’t have your secretaries adding pics of their Jack Russell puppies or their sisters’ kids to their email signatures because they think them cute). I work with a corporate identity specialist who gives CI’s the attention they deserve. In the meantime, here’s some of our more recent work. Whilst I favour a certain type of business card (double-sided, with rounded edges) we can design to your requirements. Printing is important too. Too often, good design is ruined by bad (read, el cheapo) printing. Embossing, UV varnishing, foiling, laminating, die- cutting….whilst these print finishes can and do add to one’s printing costs, they can impact positively on your corporate identity. It’s all about having your CI stand out and work for you - which is why committed marketers are happy to spend to ensure quality. Having said this, I’d be happy to work within your budget.
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