The Corporate Identity

 

The corporate identity is the "persona" of an organization, keeping the business cohesive and most importantly - 'memorable'.

An identity is created, not just by making a nice logo, but by the structured use of elements such as typeface and application of text, use of colour palettes for different media, page layouts, animation, associated imagery and video footage, the use of a slogan which could be written, spoken or animated.

 

All these elements are assembled within a set of guidelines: the brand guidelines. The use of these guidelines maintain visual continuity and brand recognition

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The Logo

 

The most visual aspect of a corporate identity is the logo and so it goes without saying that a succesful logo will be instantly recognisable, memorable and give a true representation of what the company stands for.

 

All businesses would claim to be unique and having a unique logo could be thought of as a virtue. However, it's also important to visually position a logo into a marketplace to maintain professionalism and give the right impression.

 

Another factor which affects the considerations of logo design is where the logo will be used. Only a few years ago, the prime consideration of logo applications was 'would it look good in print?'. Now we have to ask oursleves 'Will it also look good on a computer monitor' and 'How can we animate it?'.