Corporate identity for the company is the strongest tool for promotion in the market. It must meet the socio-psychological needs of consumers, their ideas and expectations. Creating a corporate identity for a company is a rather complicated process. It involves the solution of many creative and organizational issues. Consider further how the creation of corporate identity elements takes place.
Relevance of the issue
Today, many leaders of both large and small organizations come to the conclusion that the creation of a brand and corporate identity is one of the key areas in the work of promoting the market. However, you need to understand that not every organization can carry out the necessary measures at the beginning of its activities. The problem is that there is not enough money available. The main difficulty lies in understanding your image, the idea of which forms the basis of the corporate identity. If an organization starts work without its symbols, then this may adversely affect its image. Creating a corporate identity and logo will allow you to stand out from the mass of competitors. If the capacity of the organizationare limited, it is necessary to use at least a minimum set of components. Among them, for example, there may be a slogan, a trademark, made in a certain color scheme.
Development (creation) of corporate identity is carried out in several stages:
- Perform market research.
- Formulate the key idea that will be expressed in the style. It will reflect the image that should be formed in the minds of consumers.
- Design of the main elements.
- Legal protection.
In the course of them, the study of the directions of the organization, its products, the sales market and the target audience is carried out. The creation of a corporate identity is accompanied by an analysis of the means of individualization of competitors, their individual components. This is necessary to avoid repetition of other people's ideas, even in some details. At the stage of marketing research, it is also advisable to analyze the registered means of individualization.
At the end of the first stage, the main idea is formulated. It, as mentioned above, should correspond to the image of the organization. Creating a corporate identity is aimed at creating a certain image. Thinking through the idea, it is necessary to determine what kind of organization will look to consumers: conservative or modern, creative or solid, fun or serious, and so on. The idea must match the image. Approaches to its formulation can beuse completely different ones, but the style will be considered successful if it conveys the essence of the company, its philosophy, character, values, mission, reflects the principles of work, status and priorities. At the same time, all components that characterize the organization should be extremely clear to the consumer.
Creating a corporate identity does not imply an explanation in the trademark of the entire ideology of the organization. The task of the means of individualization is to reinforce the statements of the economic entity made through other telecommunication channels. This, in particular, is about advertising on radio, television, and in the press. At present, in domestic practice, the creation of a corporate identity for an enterprise often comes down to the usual play on the name. Of course, many designers get memorable and original solutions. However, in most cases they do not allow conveying this or that information, do not evoke the necessary associations.
Creating a corporate identity involves formulating an idea that not only reflects the image of the organization, but also meets the needs of society. In this case, it is advisable to focus on the average consumer level. When developing a style, the use of hard-to-pronounce, unfamiliar words and complex elements should be avoided. The solution must correspond to the socio-psychological needs of people. This will help you promote your product or service faster.
Creating a corporate identity involves following certain rules:
- Conciseness and simplicity. The logo should not contain complex compositions, poorly readable components, a large number of details. It must be perceived accurately and quickly. In this regard, the name of the company should consist of 4-7 letters.
- Uniqueness. The logo should stand out and be original. Today, stamps are present in many styles. As a result, many images merge with each other. The uniqueness of the logo can be expressed in the choice of the original font. You can add components to it that indicate the purpose of the product, the features of the organization's work, its status.
- Associativity. A logo should not only be eye-catching and original. A trademark must form certain associations. At the same time, it cannot be made completely identical to products. It should be remembered that a trademark is primarily a symbol, an image. It should have a certain intrigue, a mystery that gives rise to the right associations with the consumer.
When creating a style, any possibility of ambiguous perception should be excluded. In addition, a trademark should evoke only positive emotions. To increase the attractiveness, the logo can be enclosed in a geometric shape. If a square or a circle will be used, then the components that are located in them should be bright and original.
Shouldremember that the logo will be used for different purposes. In particular, for printing business cards, booklets, posters, banners. All these promotional tools have a different scale. Accordingly, the logo must be in a format that can be adapted to a particular size. A trademark should be made in such a way that it can be read well from different media. Particular attention should be paid to contrast and color gamut. All elements of the logo must be clearly visible in black and white.
Passport of Standards
It contains instructions for the correct use of the logo on various media. The passport of standards is indispensable in the process of manufacturing promotional products, as it contributes to the introduction of symbols without distortion. The content of the instructions will depend on the task of the PR campaign, the type of activity of the organization itself. As a rule, the passport indicates:
- Brand colors (RGB, CMYK, Pantone).
- Proportions of the logo. As a rule, it is placed within the scale-coordinate grid with the indication of parameters.
- Standards and specifics of the design of official forms, souvenirs, interior design, packaging, etc.
It is advisable to describe the features of the use of the logo. For example, it is worth pointing out that it is unacceptable to place it on a non-uniform background, use its individual components or add additional details. In the passport, you can establish a ban on the inversion of the trademark. It is advisable to attach to the logo project alsodescription of symbols, designations, desirable associations.