ARTICLE:
Corporate Identity and Logo Design
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It’s often too easy to overlook the effort involved in preparing a successful corporate identity program. Many organizations mistakenly assume that a logo design comprises ALL of what is considered corporate identity.
The following article provides an overview of corporate identity and its importance in your company's positioning and success. If you have further questions or would like to learn more about these services offered by OUT THERE PRODUCTIONS, please contact us.
Overview
Corporate identity is not just a logo or name, since these elements are only a few of the components used to communicate your identity. Rather, corporate identity is what makes your company unique. Successful corporate identity programs communicate your business approach, your expertise and your corporate culture. A well-developed corporate identity is an investment in your company's future. It will lend credibility and professionalism to achieve your objectives and reach your intended audience.
Because a corporate identity is comprised of more than a logo, prerequisite work is needed to develop an effective one, and plan is needed that consists of the following steps:
Internal Research
A thorough understanding of your company's strategy, positioning and objectives is vital to developing a successful corporate identity. An interactive discussion with primary individuals in your company should be conducted to gain an understanding of how you want others to envision the organization. This process involves brainstorming, interviewing, and a thorough review of any present corporate identity elements and your feelings for why they are not successful or what you expect from them.
It’s also important to understand your company ’s short- and long-term objectives, and consider whether – and how – they will effect the corporate identity. For example, any packaging issues or possibilities of spin-off ventures need to be carefully planned, since several logos (or versions of the same logo) may be needed to support these efforts.
An analysis of how your corporate identity will be applied should also be addressed. All forms of media currently in use, as well as future objectives, should be discussed, to ensure that the new corporate identity will work in all areas and achieve the desired goals.
Competitive Analysis
Competitive analysis is another essential element to the development of a successful corporate identity, and is conducted for two reasons:
- It’s remarkably helpful to review the elements used for branding other companies, and reviewing their success. (It helps to understand your perception of these elements as well.)
- It ensures that no trademark violations occur during design of your new visuals – specifically, the logo and name.
Because a competitive analysis of every organization may be far too extensive and time-consuming (and in most cases, unnecessary), we suggest a two-part list:
- At least five of the major companies that you presently consider direct competitors.
- At least five of the major companies you would like to compete with.
During these evaluations, focus only on the products and services you're competing directly with, unless the entire fleet of products and services is in keeping with yours. (In the case, investigate further in their corporate culture). In all cases, specifically research the look and feel of their logo and brand names, the success of their corporate identity, and distinguishable differences between their products and services and your own.
Finally, monitor your reaction to each of these elements, and ask yourself what you like - and dislike - about them. Note the logo types and designs, product and service names, and other key elements to ensure that trademarks and designs will not be violated during your design phase.
Once both internal research and competitive analysis is completed, carefully review all results and prepare a list of needs and requirements for your new corporate identity.
Naming
If you've not yet designated naming conventions for your products, services or even company, make sure to verify with certainty that any choices you make will not infringe or violate existing patents, trademarks or copyrights already owned by other companies. It might prove beneficial to retain the services of a patent attorney for this purpose.
We also recommend protecting any choices you make, once you've determined they are not already owned. Acquaint yourself with copyrights and trademark/servicemark symbols, and retain legal assistance to file for the marks you need.
Design
This is where the real fun begins! At this point, design of the elements of your corporate identity can begin. Using the list of requirements you've prepared, all of some of the following elements can be designed, depending on your needs
- Logos
- Slogans
Develop between three and five designs for the first pass. During review, discuss as a team what you like and dislike about each one, how well they meet your needs, and ensure that you’re happy with the final results.
Once a decision is made on a particular design, preparation of all artwork is needed for implementation of your corporate identity:
- Corporate Stationery (such as business cards, letterhead, and envelopes)
- Web elements, as required
Understand that, although one logo would be selected for final use, several versions of the same logo should be developed, as this allows the logo to work with several media types (black and white, four-color, two-color, web, animated, etc. for example). In addition, if sub-ventures or multiple products are planned, other versions of the logo may also be required.
Implementation
To ensure that your organization successfully implements your new identity, the following materials should be prepared:
- A Corporate Style Guide, that details all requirements of the logo and corresponding elements, for future use by your own internal employees, your commercial printers, and other third-party individuals (such as ad agencies and resellers.
- Disks containing all versions of your logo, to accompany the Style Guide.
Notes about Cost...
Costs for development of a Corporate Identity will vary substantially from the inexpensive ($500) to the outrageous ($500,000). What you pay for yours is a dependent on the agency used, your company's size and industry, your products and services, the research needed, and the level of work required (several products and services may require several sub-identities).
When shopping for the right agency to create your corporate identity, make sure that any quotes you receive cover all your needs: research, design, trademark registration and a Style Guide are not necessarily standard components, so be clear about what you expect the cost to cover. Also,verify that the cost is inclusive - in other words, clarify any areas that may add extra dollars, and set a price cap if possible.
If you have further questions about corporate identity and logo design, contact us. OUT THERE PRODUCTIONS is always happy to respond to your questions, provide a quote, or help assess your needs.
