First let’s define what a Corporate Identity actually is:- A Corporate Identity consists of 3 parts - the Corporate Design which includes your logo, colours and so forth, Corporate Communication which includes the information you present to your audience such as adverts, website etc., and your Corporate Behaviour which encompasses your culture, values and norms.
In this post, we will be dealing with the first element only – namely the Corporate Design, as this is the first element that WILL leave a lasting impression on your clients.
How the Corporate Design Works
The logo is the basis of the Corporate Design, or Visual Identity of an organization.
Included within the Corporate Design/Visual Identity however are the standardized use of elements such colours, design elements, layouts etc.
In simpler terms, this means that your business card, letterhead, corporate presentation folder, brochure and all other materials need to have the same look and feel across the board and you achieve this by using the same colours, positioning on a page and so on. Everything needs to ‘match’.
Why Standardise the Visual Identity?
A standardised approach ensures you create a Visual Identity that can be recognized easily by your customers. This is important no matter how small you are.
By standardizing the use of your logo and all its adjoining elements and by using materials that are well crafted and attractive, you convey a level of professionalism that your customers will appreciate.
Your Visual Identity is your customer’s first impression of you. Your expertise, efficiency and service fall in behind the Visual Identity and build what will become a solid reputation where customers will associate certain experiences and emotions with you and your brand.
Take a look at this logo…
What do you think of and how do you feel?
Your thoughts now encompass what the Woolworths brand means to you and you are associating an image with a level of service, efficiency, culture etc.
This is also what you want your clients to do.
Think now of everything you see from Woolworths – everything matches.
Okay but I’m just a Small Business / Consultant…
Yes Woollies is a big company with an undoubtedly substantial marketing budget. That budget is relative to the size of your company however. Small companies and consultants don’t have to pay a fortune to look good – just employ a design company that will give you everything you need at a reasonable price (yes indeed - think i-literate!).
In presenting yourself or your company professionally, you can liken the need for a professional logo and Corporate Design to your going for an interview.
You know that by dressing the part (neat, tidy and in line with the expectations of the company), your potential employers first impression of you will set the tone for the rest of the interview. Your interviewer will first shake your hand and size you up based on your appearance – your expertise and abilities are assessed after that.
Your Logo and Corporate Design are the clothes you wear to the interview. They are also how you dress every day.
The Basics - What Do I Need? (and if you already have a logo – you should have these too!)
A comprehensive Corporate Design consists of:-
The Logo Design A simple, striking design using preferably one or two colours only. More colours end up costing you more to print.
The Corporate Colour Profile This should give you your logo, presented in ALL the colours profiles you would need: ie:
CMYK – for digital printing (smaller amounts),
PANTONE – for Litho printing (large amounts),
RGB – for electronic use (email signatures, PowerPoint, facebook etc.),
HTML – Hex Value for online use (websites, newsletters etc.)
Black & White – a standardised grayscale colour
Various Logo Formats RGB full colour Jpeg in a high and low res format, as well as the same format for your black and white logo. i-literate also provides our clients with their logo in a PNG format with a transparent background so that for certain applications - such as in PowerPoint, you don’t get that white block behind the logo.
Basic Communications Your letterhead and business card are the most basic items required of your Corporate Design. These should be designed to represent your logo and any design elements that you want clients to remember. In addition, your basic communication designs would also include email stationary, compliment slips, envelopes and so on.
Corporate Design Manual This document will show you how the logo and design elements need to be used. Included in this PDF document (also sometimes printed) will be the Corporate Colour Profile, Fonts used (and smallest size recommended) examples of your letterhead, business card, compliment slips and so forth. i-literate provides this service, although some of our clients are happy with just the Corporate Colour Profile in which case we provide the Fonts and size suggestions therein.
Any other benefits?
So beyond the impression you leave and reputation you build, ensuring that you have invested in professionally designed marketing materials - and lets re-iterate that this is most importantly the foundation, your Corporate Design - adds value to your business should you wish to sell the company in the future. Marketing tools are an investment in your company – their value extends way beyond the benefits you reap from them in the day to day running of your business.
So to sum up Part One –
Be Consistent – same look and feel always
Look Professional – what lasting impression do you make/want to make?
Save Time & Money – one good design once and make sure you get everything you need
Add Value – professional marketing materials and a solid Corporate Design add value to your business when you want to sell it
Need a logo?
If you need assistance in developing a Logo and Corporate Design, or if you have discovered that you don’t have everything you need and want us to bring you up to speed – give us a call on 071 866 5512, or email us at jolene@i-literate.co.za . We can help you no matter how big or small you are.
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