The corporate image is the way in which it transmits, who it is, what it is, what it does and how it does it. The coordinated design of the different communication agents will ensure that the image is correctly transmitted to the desired audience.
The construction of an image entails an optimization of resources, since both the packaging, such as advertising, uniforms, furniture and stationery, are anyway necessary elements for the operation of a company. By transforming them in turn into communication agents, the required investments are maximized.
Corporate Image: it is the personality of the company, what symbolizes it, said image has to be printed everywhere that involves the company to give it body, to repeat its image and position it in its market.
When you see your logo constantly, it will remain fixed in people's minds, that is to position yourself. When someone thinks of something related to your product or service, they will imagine your logo as an option. Company images have a great influence on the overall success of a company. They range from a logo to the style of the house, which includes everything from the interior design or decoration to the company uniforms.
To explain it in a clear and immediate way we will resort to a comparison: an elegant and neat man, when he dresses in the morning, tries to choose his clothes so that the colors, fabrics and styles combine with each other. But it is not limited to this; in fact, he combines with his clothes a certain type of shoes, a certain tie, socks in tune with the shirt and the same happens with the coat, scarf and hat. In short, every detail of his clothing is chosen in close relationship with the general image that man wants to give of himself.
The same philosophy regulates the behavior of companies; These even, to maintain a certain style, should try to regulate all the expressions in which their image is mixed (stationery, external signs, means of transport, etc.) for this reason, it is essential to turn to a graphic designer to study the company's image program.
Your job is to make a real code of behavior, called (standards manual) or simply manual. It contains all the operational standards that the company must adhere to, which is governed by certain visual examples. First of all, there is a detailed presentation of the logo, whose size and color variations depending on the circumstances will be conveniently explained. Then it is explained how to make a print and in general everything related to the stationery of the company including business cards, letter size paper and envelopes.
Finally, the provisions for the different exteriors, the shop windows, the means of transport and the exhibition structures (decoration of the offices and dominant colors) are given as you can see, the task of the graphic designer is not the simplest: sometimes, on everything for large companies to create a corporate image requires years.
Being an area generally relegated to the background, the corporate image of a company is one of its most important sales elements.
In such a competitive and changing market. The corporate image is a definitive element of differentiation and positioning.
Just as companies must adapt to changes with a speed and depth, never seen before, in the same way they must adapt their image, to transmit said changes.
Logo
A logo is a group of letters, symbols, abbreviations, figures etc, melted into a single block to facilitate typographic composition, it is nothing more than the company's signature that can be applied to all kinds of printed or visual material.
The main requirement of a logo is that it should reflect the market position of the company. The logo will allow the company to visually stand next to its competitors and help it appear as the most professional and attractive supplier within its market sector.
The logo can be incorporated, as a subsequent design work, on stationery, transport and on posters that indicate the presence of the company or identify its commercial premises. It can also be used in press advertising, in many cases in black and white. Therefore it is important to consider a wide range of possible applications in the initial stages of image creation, to ensure ongoing effectiveness in a variety of different news media.
A designer entrusted to this type of work should always assess the problem in context. The design of a logo or business image should be dictated by the customer's requirements and the designer's research. A client may have a preference for particular themes, which will be important influences on the design. However, the priority should always be to obtain the most appropriate commercial image, however different the original concept may be. It is a matter of interpreting the subjective point of view of the client and at the same time taking advantage of the research material.
Much of the problem solving in business design relies on extensive research and smart market decisions, followed by good visual interpretation. The effort invested in this phase, when trying to determine the appropriate image for the customer, is invaluable.
Most businesses, large and small, require a commercial image that will be present in all printed material of the company. The objective is to establish a distinctive and appropriate label that separates this business from its competitors.
The most common application of logos is on letterheads, invoices, greeting cards, receipt stubs, and business cards. Its use can extend to uniforms, packaging, product labeling and press announcements.
How to Project an Abstract Logo
The meanings of geometric figures
* The circle:
To project an abstract logo, that is, a logo that graphically presents a message without using figurative elements or letters. In the study of a logo of these characteristics, it is very important to achieve perfection, both from the constructive and the optical point of view. Suppose we have a logo made up of a circle in which another white circle has been included in the center.
Meaning of the Circle
After optically balancing the relationship between the circles, take a close look at the visual effect produced by this simple but effective logo; stability, rationality and balance seem to be the most appropriate features to describe the sensation it transmits, which as such may be indicated for a financial company or a bank.
Let us now try to introduce a variant; an arrow placed on the right side of the circle.
logo, typography and identity
We Westerners are used to imagining movement from left to right, as with our calligraphy. For this reason, if we join the arrow to the circle, it will immediately produce the sensation of movement: in fact, the arrow seems to drag the circle. The logo we have created seems suitable for companies that want to give the image of slow, but constant growth, without major twists or surprises.
logo, typography and identity
Now let's remove the arrow and move the white circle up and to the left. In this way, our logo takes on a new look and turns into a sphere that rolls quickly like a billiard ball. The sensation it transmits is of rapid and continuous movement, this logo can indicate that it can be used for a fast transport company, a courier company or an airline would be the best clients for this geometric logo.
logo, typography and identity
Let's now try to move the white circle to the right. The visual effect changes radically: the idea conveyed by this logo is static, because in this position the white circle gives the impression of having reached a point from which it can hardly rise. The image is negative and should never be used to express movement, dynamism or other such concepts. However, it is suitable for other purposes such as expressing a feeling of heaviness.
* The square:
Let's now look at a square, everything we have said for the circle can be applied to this as well as to any other geometric figure.
Square Meaning
Seen from the front, a square, given its solid structure and well supported on the broad base, makes us think of something firm, stable and resistant (it is not a coincidence that a very self-confident, perfect and thorough person is said to be square).
logo, typography and identity
However, it is enough to move the square in a way that rests on a single vertex so that the image it transmits is modified: in this position, the square seems unstable, a slight displacement could make it fall from its precarious equilibrium: uncertainty, Provisionality and temporality thus become the features of this logo.
logo, typography and identity
If we try to tilt the square we will get a different feeling: if we tilt it to the right it will have the effect of something that goes up a slope with difficulty, hindering by the weight of adversity; however, if we tilt it to the left, it will look like a free-falling object, the downward course of which does not encounter any kind of brakes.
logo, typography and identity
* The triangle:
It indicates different sensations not so much in the content, which is always something static that becomes something dynamic, as in its direction. Thus, this triangle indicates a shift to the right (linear growth)
Meaning of the Triangle
This indicates an upward shift (exponential growth)
logo, typography and identity
This indicates a shift to the left (slight reversal)
logo, typography and identity
This indicates a downward shift (severe dip)
logo, typography and identity
If we bring one vertex of the triangle closer to a circle, we will have the sensation that something full of energy touches something static and devoid of life, the same sensation that Kandinsky claimed to have felt when looking at the hand of God touching the hand of Adam in the famous fresco painted by Michelangelo found in the Sistine Chapel in Rome.
Combination of Shapes - logo, typography and identity
How to create a logo with the initials of a name:
How can you build a logo with a name whose initials are E and M. First, the E of that name
Little by little, it can be synthesized until it becomes a sign similar to the M the first letter of the surname.
Creating a logo with these two initials is quite simple: since the E is similar to the M rotated 90 °, it is enough to bring the two initials closer to obtain the logo, which will be very linear, but with great visual impact.
But it is possible to find many other solutions. Let's draw the logo on a graph paper, let's paint the triangles that are formed black, leaving the background white, let's try other color variations.
Typography
They are used daily, for example when we do a written work with a computer and we select the type of font that we will use; When we consult a book or leaf through a magazine or the newspaper and we notice different letters, because they are the fonts. "What typography is looking for is that the letters and the message adapt to the target audience" "The main thing that the typeface seeks is to be functional, communicate, transmit, even if it is experimental, it does not stop communicating."
Layout
Layout is the management of space, where the relationships between the different parts of a set are shown (brochures, stationery, magazines, etc.)
Corporate identity
What we call Corporate Identity has undergone a revolutionary evolutionary process over the last decades. Three stages are noted. There are three stages in the development of this business activity. First, it starts with a very specific empirical problem linked to the development of brands, as identifiers. In other words, we started the work on corporate identifiers and in that sense, corporate identity programs have a label, a logo, in their ancestors, it is the labelin.
Indeed, the first stage is the development of these signs, but the development of the market itself, society, the growing and accelerated communicational deployment, saturation, is pressing on these same signs and the need for a systematic instrumentation begins to emerge. obsessive, rigorous of these brands, which are reflected in the famous manuals on corporate identity, to the point that when talking about corporate identity, it is necessary to make it clear, if one is referring to the global identification of an organization or if you're talking about a graphic manual. Such difficulty comes from, being graphic, drastic and critical, 90% of the business population is in this second era, not being able to go to the third.
It is only in the third stage, which we call the Global Identity and Communication Program, that we can say, without trembling, that the corporate identity and communication programs acquire a strategic character. In other words, a simple graphic identity manual, however professional it may be, can hardly be inserted strategically if there is no global identity and communication strategy.
Definitions
It is a vehicle that gives a coherent and cohesive projection of a company or organization, an unambiguous visual communication.
It is an emotional glue that holds the company or organization together, it is a mixture of style and structure, which affects what you do, where you do it and how you explain what you do.
Everything that a company has, does and says is an expression of Corporate Identity. Corporate
identity is not only logos and symbols, this is an exaggeration of the role of design, these are only visual references.
The choice of colors and symbols, style, typography, a prestigious brochure, are all visible signs of an organization.
A well-executed corporate identity is not a simple logo. It is necessary to maintain visual consistency in all communications that a company makes; brochures, stationery, web pages, etc.
The corporate identity of a company is its cover letter, its face in front of the public; the image that we will form of this organization will depend on this identity.
When does a company need a corporate identity?
- A new company or organization starts up A company or organization has merged with another A company diversifies its range of products A company is aware that it must modernize A company offers services and products very similar to those of its competition Products are more famous than the company A company has change of directory or owner consequently, a new order begins A company is identified with too many elements and must integrate its impact
Benefits Of Corporate Identity
- Increased recognition of the company or organization Increased trust of employees or volunteers of the company or organization Cost savings through standardization Increased public awareness of a company or organization "In short, a more appropriate image in the market."
Corporate Manual
The Corporate Manual is a tool for managing the guidelines for the presentation of institutional messages, as a means that guarantees respect and the promotion of the identity of the institution, in each of the information programs.
The Corporate Manual talks about the commercial definition of the company or brand, the main and secondary activity of the company (definition of the product and characteristics), time in the market and location, type of market (classification), competition, analysis of the image it has, compatibility between the image and the market, (demonstrated through surveys), what should be improved, how and why, how, when, and where the image should be used, why.
All these reflections must be made according to the company and its capacity and according to the market and its demands. «The development of the manual is essential for the correct application of a Corporate Identity.
Corporate identity manual
The Corporate Identity Manual is the compilation of the Corporate Image and Identity, which is responsible for facilitating on a global level everything concerning the company or organization.
Parts Into Which A Corporate Identity Manual Is Divided
Presentation, Introduction, Historical Review, Program objectives, Vocabulary, Identity signs, Emblem, Symbol, Logo, Color gamut, Four-color, Allowable screens, Basic rules, Formal arrangement of colors, Single color control, Slide control, Black & Grayscales, Proportion Control, Typographic Standards, Complementary Standards, Shadow Control, Rotation Control, Warp Control, Applications, Stationery, Administrative Stationery, Clothing, Facade, Transportation, Peel-off Attachments, Final Arts, Color Chart
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