corporate identity design

What is corporate identity design?

corporate identity design So what do we mean by ‘corporate identity’

and what is corporate identity design?

And how is that different to branding?

Corporate identity is the visual perception of an entire organization.

It differs from branding, which is the complete story of a particular service or product, from the visual elements to the story behind it and its positioning in the market.

For example, the corporate identity of the global corporation Malafaat  is an Red logo

and within that corporation are multiple brands with their own visual identity and story, such as Aquafresh and Panadol.

Corporate identity is all the visual elements that are chosen to represent the overall face

of your organization – from corporate logos to typeface, tagline, imagery, color palette, and tone of voice.

It’s apparent in physical form too, in stationery, packaging, uniforms, merchandise, brochures or online campaigns.

Corporate identity design is the process of creating all these various company visuals and the specific design that goes into them.

Although this is not tied to a product

or service and the values, it is still an identifying factor for the organizatio

and as such must be representative of who the organization is.

If your company’s look and feel doesn’t reflect how your company acts, there will be a gap between your corporate identity and how you are perceived.

This not only weakens your corporate identity,

but it also generates mistrust among a confused audience.

When considering a corporate identity, or looking to improve yours, there are four basic elements that must be considered.

Four elements of corporate identity

1. Logo

A logo is the most obvious of the graphic elements of corporate identity. As a standout visual signifier,

it should act to identify your company instantly.

For example, Apple’s bitten apple,

Google’s colorful wordmark and Twitter’s blue bird all immediately

align one visual element with the organization’s brand’s entire ethos.

A strong corporate logo can even take an organization

from being a business to being a cultural icon, such as in the above mentioned cases.

2. Typeface

‘A picture is worth a thousand words’ the saying goes, but an exploration of typography – one of the key elements of corporate identity

Malafaat will tell you that the style, shape,

weight and spacing of the written word can also say an awful lot.

Type can be warm and friendly, elegant and luxurious, or bold and authoritative before you’ve even read the first word.

Helvetica, a typeface with such significance it is the subject

of its own film, was designed by Max Miedinger and Edouard Hoffman in 1957

in an effort to create a utilitarian style that would be clear, bold and legible both across signage and in print.

The type was famously used across the New York City Subway and has since become synonymous with

the city and adopted by brands including

Jeep and American Apparel due to its symbolic appeal as reflecting modern American culture.

The typographic style may be one of the

most far-reaching elements of your corporate identityappearing on emails

presentations, contracts, email signatures, brochures, stationery, office signage and more.

For this reason, it’s vital that the type is an appropriate one for your corporation, whether that’s one which suggests

stability or modernity, it should be an accurate reflection of who the organization is.

Remember that, above all, the type choice needs

to be legible, clear, and work across different digital and print platforms.

Choosing and distributing fonts

3. Imagery

As well as words, images are powerful elements of corporate identity. They represent the organization

through the consistent feel that the photography and illustrations have.

For recognizable organizations such as IKEA, clear, consistent and own able photography

has allowed them to differentiate from their competitors

and have underpinned some of the most successful

and memorable campaigns to date.

Take Acne’s recent campaign for IKEA in response to high-fashion house, Balenciaga’s bag clone of IKEA’s iconic shopper.

The image is immediately identifiable as IKEA

and pokes fun at Balenciaga’s appropriation of IKEA’s visual identity:

4. Style guidelines

When you’ve created all the various elements of your corporate identity, a set of detailed style guidelines

are needed to help ensure their successful application.

Also known as a corporate identity manual

or corporate identity design manual, guidelines ensure

the consistent implementation of your brand identity by all individuals.

Guidelines should outline exactly how and when different visual assets are used

so you need to consider all placements

for example third party email banners,

social media cover images, email signatures, business cards, letterheads.

It’s always handy to include visual examples of ‘Dos and Don’ts’ to avoid any misinterpretation.

Sending your style guidelines enterprise-wide

and hoping each of your busy employees reads,

understands and applies them however, can be wishful thinking.

Malafaat corporate identity updates across documents and related

visual assets, ensuring new designs are used correctly.

Through Malafaat Experts , employees will always be able to access corporate content

that contains the correct visual elements and is in line with all the style guidelines

With greater control over how visual assets are used,

your company and employees are able to work together to build the strongest corporate identity possible.

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