It is not only the logo that makes a brand "taken", "reliable" and "durable". The language of the brand, tone, colors, relationship with the customer, or even how they sign an email. Here is the name of this whole is corporate identity. So what exactly is your corporate identity?
Corporate IdentityIt is a whole of visual, verbal and behavioral rules that determines how a institution/marka express itself to the external world. In other words, it is the definition of your brand "who is", "he believes" and the system of "ears" Thanks to this system, your target audience gets the same feeling when you see your brand in different media and recognizes the brand faster.
As a business scale today, sales team, marketing, customer support and product teams begin to produce different content. If the middle is clear corporate identity guide If not, the brand language is distributed. Conclusion: Unconsistent communication, poor perception and loss of trust. So importance of corporate identitynot only design aesthetics; it is directly related to brand value and growth strategy.
What is Corporate Identity Design?
What is corporate identity design The question is often mixed with "logo design". Home corporate identity designDesigning the entire visual system of the brand (and often the communication language). The logo is one of the elements in the center of it, but not enough alone.
Corporate identity design covers the color palette, typography, icon and illustration language, visual usage principles, printed materials and digital templates of the brand. The aim is to establish a structure that protects the same "mark character" in each channel. As this structure grows, different teams in the company follow the same standard; eliminating "design mix".
Most agency or design studio in practice, it’s a corporate identity package Offers as: logo + color + font + card + antetli + email signature + social media templates + guide document.
Corporate Identity Elements and Components
“corporate identity elements"The structure stones that ensure the consistency of the brand. The scope can be expanded according to the industry and company scale; but basically these components are the most common:
1) Visual Identity (Visual Identity)
- Logo system: main logo, horizontal/key version, icon, monochromium use
- Color palette: main colors + auxiliary colors + usage rates
- Typography: header, text and digital fonts
- Grid and alignment rules: spine of design
- Visual language: photo style, illustration approach, icon set
2) Sprivate ID (Verbal Identity)
- Brand tone: Is it official, simple or technical?
- Messaging: value proposal, slogan, product benefit language
- Writing rules: word preferences, spotting, English/English usage standards
3) Application Areas
“What to find in corporate identity" Most often concreted in this title:
- Business card, antetli paper, envelope, file design
- Presentation template, offer document template
- Email signature
- Social media post/story templates
- Website UI components (button, form, banner)
- Packaging/label (if applicable)
- Domestic routing, signage (if applicable)
All of these parts corporate identity components thought and all should be part of a system.
Corporate Identity Creation Process
Creating Corporate Identity The job is not "cleaning and delivering"; it is a process starting with research and strategy. A robust workflow consists of these steps:
1) Discovery and Brief
- Brand targets, market and competitive conditions
- Target mass and user profiles
- Values, vision, personality of the brand
This stage is the most critical step that determines the direction of design.
2) Brand Positioning and Message Frame
The brand says to "" and "not saying"? Here the value is cleared. The visual identity is that I hit this strategy out.
3) Moodboard and Style Aray
Color, typography, visual language, inspirational samples are selected. Different creative aspects are tested at this stage.
4) Design Development
Logo draft → system design → application samples.
Only logo will not be presented in a good process; along with the logo, the system will show how it stops in real life (such as cardilite, social media, web header).
5) Application and Delivery
All files, templates and most importantly corporate identity guide delivered. Thus, identity can be applied correctly by teams.
6) Live and Recovery
Problems in real use: colors are different in digital, font license is required, social media formats vary. Therefore, the system is strengthened with small improvements.
Why is Corporate Identity Work Important?
Corporate identity workstrengthens the muscles of the brand "reliable and recognition". Here are the most critical benefits:
1) Consistency = Trust
Users rely on consistent brands easier. Different channels can create different views and different shades, "amateur" perception.
2) Perpetuality in mind
The colors, typography and visual language are repeatedly placed the brand into the pitch. This marketing costs indirectly lowers.
3) Faster Production
Thanks to templates and rules, teams do not produce "from scratch every time". This increases content production speed.
4) Compliance between teams
Sales presentation, social media postu, web banner... The brand looks more professional when all are expected from the same system.
5) Scaleability
A new product goes much healthier than brand growth if the ID system is suitable for expansion when a new sub-brand or a new campaign.
So importance of corporate identityis a strategic requirement, not "lux" in particularly growing companies.
How To Make Corporate Identity Analysis?
If you have an existing brand, renew (rebrand) or before improvement corporate identity analysis it is necessary to do. This analysis responds to the question "we will protect, what we will change?"
1) Remove existing inventory
- All logo uses (web, social, printed)
- Presentations, bid files, email signatures
- Social media designs
- Website UI items
This list captures the photo of the inconsistencies.
2) Make consistency control
- Is color codes all the same?
- Is fonts and puntolar standardized?
- Is the logo blank rules apply?
- Is it the same character of a visual language (photo/ikon)?
3) Perception and location compliance
Do your brand identity match your destination?
Home If a brand that wants to be premium is using a typeography and color language, positioning is poor.
4) Competitor and sector comparison
What visual language does your competitors use? Where is your differentiation? Not to copy the purpose here; to see the opportunities for withdrawal.
5) User feedback
Get insight into your customers and team stakeholders by asking questions:
- describe the brand with 3 words
- Which is the most trusted and weakest material?
- Does the website feel more "dryer" than social media?
The results from this analysis are the road map for a new ID study.
How to Create Corporate Identity Guide?
Good corporate identity guide (brand guideline) consists of:
- Logo use (direct/resistent examples, space, minimum size)
- Color palette (HEX/RGB/ CMYK/ Pantone
- Typography (fonts, hierarchy, line range)
- Ikon/license rules
- Photo language and filter/light principles
- Social media, presentation and document templates
- Brand tone and message samples
- "Corporate ID basic rules" (short checklist)
The purpose of this guide is to protect identity and produce teams with one standard. With this guide Corporate Identity, corporate identity designı, corporate identity creation and corporate identity analysis We took part 360°.
