The Importance of Corporate Identity and how it Defines Your Brand’s Legacy.
One of the biggest discussions in the design community is Branding and Corporate Identity Design. Both terms are frequently used interchangeably, however they mean entirely different things. According to the American Marketing Association (AMA), “A brand is a name term design symbol or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.”
According to Kotler & Keller, 2015, “Branding is endowing products and services with the power of a brand.” In other words, if a product or a service have a generic name or no brand, these are usually considered knockoffs or being less qualified than a company with a Brand.
One good example on how branding has such an impact on our lives is the brand Tylenol, versus its generic counterpart, Acetaminophen. Chemically, these two drugs are the same thing, but since one is generic and the other has a brand, we all know and trust, most of the time the consumer will grab the Tylenol bottle first. This is partially due to the packaging design and the bright colors in use, as well as the brand name Tylenol.
Corporate Identity Design is all the encompassing visual elements that represent what and whom the company or organization is, as well as the legacy it represents. These elements can range from the design of the logo, a slogan, the corporate imagery, the correct colors to use, what typefaces are recommended, and can even extend to the tone of the voice used in corporate communication.
A good example of this is Nike and their visual elements such as the logo of Nike’s Swoosh, their name and their slogan, “Just do it”. All three are universally known and make up a great Brand.
If you want your business to be successful, getting your name out is the hardest part. This is where Corporate Identity Design, Marketing, and Advertising come in to play. If your logo is not designed by a professional Graphic Designer, you as a company, risk the inability of maintaining a proper style and etiquette across the board from digital to print media.
So why is the logo so important for façade of your business? Your logo is one of the main identifiers and first impressions that your customers see, and associates with the unique product lines or services that your organization offers.
Your logo MUST show whom the organization is and what it represents as well as the legacy of the brand. You must have a precise Corporate Identity System in play, so that your brand is not washed out or degraded by incorrect usage. This is accomplished by having a creatively unique and aesthetically functional logo that is easily reproduced through any media.
The last element is the glue the binds, this is called a Corporate Identity Style Guide, or a Corporate Identity Manual. This part of the Logo Design or Corporate Identity Design package is one of the most crucial elements because it is the cornerstone of your brand and lays out the blueprints for your brand’s future success. It clearly states what rules and regulations on how your logo and company name is reproduced and utilized. It can also establish what type of images and fonts that are used to communicate your brand message and increase the brand’s recognition.
Brand Recognition is the concept of a consumer’s ability to identify and recognize a certain attribute of a brand, such as their slogan, a color, or some other element that differentiates one brand from another, while not explicitly utilizing their company name. A good example of this, is how a person can associate a bitten apple with Apple Computers, iPhones, or other Apple products.Since a logo is such an integral part of any organization and is used everywhere, why would you settle for an amateur logo design? Just because it looks pretty, or it looks cool, or it was cheap to get. Some people will say yes to this due to monetary constraints, but what these people don’t understand, is that these “cheap” logo designs will probably not stand the test of times, nor will they be reproducible in all forms of media. The best logos have a simple, yet aesthetically functional design that can be reproduced in any media and communicate your company’s story and legacy.