WHAT IS A

CORPORATE
IDENTITY?
-Corporate identity is often seen as
a collection of visual elements,
which are used in various
applications to promote the image
of an organization
- is the overall image of a
corporation or firm or business in the
minds of diverse publics, such as
customers and investors and
employees.
It is a primary task of the corporate
communications department to
maintain and build this identity to
accord with and facilitate the
attainment of business objectives.
It is usually visibly manifested by way of
branding and the use of trademarks.
 Corporate identity is often viewed as being
composed of three parts:

Corporate design (logos, uniforms, corporate

colours etc.)
Corporate communication (advertising,
public relations, information, etc.)

Corporate behavior (internal values, norms,

etc.)
Corporate design
Corporate communication (advertising,
public relations, information, etc.)
Corporate behavior (internal values, norms,
etc.)
Reasons why you need a brand
manual:
1. To enhance marketing and sales efforts so that
effective use of the brand logo, design and
expression generate a positive impact,

2. To avoid physical distortions and deviations from the

true design and character of your brand,

3. To remind people that behind the brand is a

company that invites trust and confidence.
Your Brand Manual Should Contain

1. A full brand description and what it stands for. The

brand's description should run parallel with the
values of the company,
2. A list of situations that the brand and its symbols
can be used and cannot be used,

3. Tone and use of words relating to the brand,

Your Brand Manual Should Contain

4. Specific colors, dimensions, lines, accents,

inclusion of trademark, brand signature, image styles

5. Typographical elements

6. Reproduction guidelines (for advertising agencies

and printers)
A logo and a slogan are the first and the
most important elements of corporate
identity.
TYPES OF LOGO
DESIGN
A logo is a perspicuous glyph or symbolic, identifying
mark that conveys origin, identity, or ownership.
The main function is to elicit recognition. The object of
a logo is to act as a mnemonic device and identifier,
to communicate a desired thought or feeling, and to
generate a desired emotional response.

A thought-provokinglogo designcan strengthen

yourbrand imageand corporate identity, giving you a
psychological advantage over your competition. Your
logo is the core of your corporate identity, defining
and symbolizing the character of your company or
organization.
There are three basic types of logos
Iconic/Symbolic or Logomark
Icons and symbols are compelling yet uncomplicated images that are
emblematic of a particular company or product. They use imagery that
conveys a literal or abstract representation of your organization.
Symbols are less direct than straight text, leaving room for broader
interpretation of what the organization represents. In order for a
symbol to be a truly effective logo, it should conform to these maxims:
 Instantaneously recognizable
Memorable.
Clarity when reproduced in small sizes.

Can be illustrative in nature, either concrete or abstra

Logotype
A logotype, commonly known
in the design industry as a
"word mark", incorporates
your company or brand name
into a uniquely styled type
font treatment.
Type fonts come in thousands of possible
variations, shapes, sizes, and styles,
each conveying a slightly different
impression upon your intended audience.
Script fonts imply a sense of formality
and refinement. Thick fonts proclaim
strength and power, whereas slanted
type fonts impart a sense of motion or
movement.
Type font treatments can also include
hand-drawn letters, characters or symbols
that have been rendered in such a way as
to intrigue the eye and capture the
interest. Images can also be integrated
into a logotype, often to great visual effect.
Of prime consideration when selecting a
logotype or wordmark is legibility and ease
of recognition, even when reduced to the
size required for printing your business
Combination Marks
are graphics with both text and a
symbol/icon that signifies the brand
image that you wish to project for your
company or organization. Concise text
can complement an icon or symbol,
providing supplemental clarity as to
what your enterprise is all about.
Whats the difference between a
logotype and a logomark?

Alogotypestands forwords or the name of a

business that is designed in a customizedway.

Alogomarkis an identifying mark or symbol that

doesnt contain the business name, like a
drawing or image that represents the business.
5 Principles Of Effective Logo Design
As mentioned, a good logo is distinctive,
appropriate, practical, graphic and simple in
form, and it conveys the owners intended
message. You should follow the five principles
below to ensure that your design meets all of
these criteria:
1. Simple
2. Memorable
3. Timeless
4. Versatile
5. Appropriate
1. SIMPLE
Simplicity makes a logo design easily
recognizable, versatile and memorable.
Good logos feature something unexpected
or unique, without being overdrawn.
2. MEMORABLE
Following closely on this
principle of simplicity is that of
memorability. An effective logo
design should be memorable,
which is achieved by keeping it
simple yet appropriate.
3. TIMELESS
An effective logo should be timeless. Will
yours stand the test of time? Will it still be
effective in 10, 20 or 50 years?
4. VERSATILE
An effective logo works across a variety of media and
applications. For this reason, logos should be designed in
vectorformat, to ensure that they scale to any size.

Ask yourself, is your logo still effective if it is printed

In one color?
In reverse color (i.e. light logo on dark background)?
The size of a postage stamp?
As large as a billboard?
One way to create a versatile logo is to begin designing in
black and white. This allows you to focus on the concept and
shape, rather thancolor, which is subjective in nature. Also
keep in mind printing costs: the more colors you use, the more
expensive it will be for the business over the long term.
Familiarize yourself with the commercial
printing process so that you do not
encounter printing problems down the
line. Know the difference between
theCMYK, Pantone and RGB color
systems
5. APPROPRIATE
How you position the logo should beappropriate
for its intended audience.

For example, a child-like font and color scheme

would be appropriate for a logo for a childrens toy
store, not so much for a law firm.
The Differences Between a
Logo, an Identity, and a
Brand
Theres a lot of misconception when it comes to the differences
between a logo, an identity, and a brand. People in marketing
and design may have a decent grasp on the definitions and
applications.

There are some overlap for all three of these categories. For
example, its not exactly wrong to call a logo a brand because
of the origin of the word brand (the hot iron rod with the
companys icon or word mark, used on shipping boxes and
livestock).
A logo is
the representation of the organization in its
simplest form
the emblem or mascot of the organization
the foremost element that triggers the feelings
of consumers
critical for an organization to be recognizable
a trademark
An identity is
the different physical elements of the
company that work together and
customers come in contact with
the complete package of company
materials: your logo, business cards,
email signatures, websites, ads, your
employee uniforms, store layout design,
package design, corporate jingle, etc.
A brand is
a concept, not a concrete object
the foundation of your entire marketing
framework
the emotional and psychological
relationship between a company and
consumers
what people think and feel when they
experience your company (their gut
feeling)
END