Over time, brands get tired and listless.

In the same way one trades in a car for a better, newer model every few years, so there exists a need for the occasional revamping of one’s logo and corporate identity and a renewal of the look that one puts out into the market. The re-looking and refreshing of one’s corporate identity has everything to do with the need to stay relevant, and is an important consideration for marketers as it is to all intents and purposes the public face of an entity. Perceptions in the market are all-important. Whilst the reality may be somewhat different, it is the perception you create in the market that ultimately dictates how your target market(s) will feel about your brand. Naturally, once a new look has been decided upon, it needs to be rolled-out across the board. Be it a letterhead, business card, brochure, website, corporate presentation or signage, a new CI must be synergistically and uniformally applied to all elements – and it is important that after implementation of the new identity one’s staff must adhere to it to the letter. To ensure this is the case, a corporate identity manual should be developed. (Typically, corporate identity manuals dictate what can and can’t be done in terms of logo use, colours and typography). Logo design is by its nature, subjective. Hence the need for as clear a brief a possible. Typically underpinned and accompanied by a positioning statement or pay-off line - which is either descriptive or positions your product or service in the market - logos need to be thought out carefully. (And pay-off lines like "Simply the best" seriously ought to be shown the door). I work with a corporate identity specialist who can take you from where you are to where you need to be. Here are some recent logo and business cards we’ve designed recently. Whilst it is clear from the examples shown that I favour a certain type of business card (double-sided, with rounded edges as you will see here), we can design as per 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 to 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’ll be happy to work within your budget. Call me.

If you'd like me to contact you about your logo or corporate identity design requirements, please call me on my landline 087 805 9977 or 083 444 9888. Alternatively, email me on gerard@kavonichone.co.za with "Logo or CI" in the subject line. I'll get back to you asap.