Corporate identity for the company is the strongest tool for promoting the market. It should correspond to the socio-psychological needs of consumers, their ideas and expectations. Creating a corporate identity is a rather complicated process. It involves solving many creative and organizational issues. Let us further consider how the creation of corporate identity elements occurs .
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 of work in promoting the market. However, you need to understand that not every organization can carry out the necessary measures at the beginning of its activity. However, the problem is not the availability of a sufficient amount of funds. The main difficulty lies in understanding your image, the idea of which forms the basis of corporate identity. If an organization begins work without its own symbolism, then this may adversely affect its image. Creating a corporate identity and logo will stand out from the mass of competitors. If the organization’s capabilities are limited, you must use at least a minimum set of components. Among them, for example, may be a slogan, a trademark, made in a certain color scheme.
Design
Development (creation) of corporate identity is carried out in several stages:
- Performing marketing research.
- Formulating a key idea to be expressed in style. It will reflect the image that should be formed in the minds of consumers.
- Designing the basic elements.
- Legal defense.
Research
In the course of them, the organization focuses on the areas of work of the organization, its products, sales market and target audience. Creating 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 perform an analysis of registered means of individualization.
Form
At the end of the first stage, the main idea is formulated. It, as was said above, must 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 organization will look like for consumers: conservative or modern, creative or solid, funny or serious, and so on. The idea must match the image. The approaches to its formulation can be used completely different, 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 the components that characterize the organization should be extremely clear to the consumer.
Important point
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 the press. At present, in domestic practice, the creation of the corporate identity of an enterprise often comes down to the usual playing out of a name. Of course, many designers get memorable and original solutions. However, in most cases, they do not allow to convey this or that information, do not cause the necessary associations.
The target audience
Creating a corporate identity involves the formulation of 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 unpronounceable, unfamiliar words and complex elements should be avoided. The solution should correspond to the socio-psychological needs of people. This will help promote a product or service faster.
Key requirements
Creating a corporate identity requires compliance with certain rules:
- Laconicism and simplicity. The logo should not have 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 in many styles there are stamps. 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, its status.
- Associativity. The logo should not only be eye-catching and original. A trademark must form certain associations. At the same time, you cannot make it completely identical to products. It should be remembered that a trademark is primarily a symbol, a way. It should have a certain intrigue, a riddle, giving birth to the right associations with the consumer.
Aesthetics
When creating a style, any probability of ambiguous perception should be excluded. In addition, the trademark should cause only positive emotions. To increase the attractiveness of the logo can be enclosed in a geometric shape. If a square or circle will be used, then the components that are located in them should be bright and original.
Versatility
It should be remembered that the logo will be used for various purposes. In particular, for printing business cards, booklets, posters, banners. All of these advertising media have a different scale. Accordingly, the logo should be in a format that can be adapted to one or another size. A trademark must be made in such a way that it can be read well from different media. Particular attention should be paid to contrast and color. All logo elements must be clearly visible in black and white.
Passport Standards
It contains instructions for the proper use of the logo on various media. The passport of standards is indispensable in the process of manufacturing promotional products, as it promotes the introduction of symbols without distortion. The content of the instructions will depend on the objectives of the PR campaign, the type of activity of the organization itself. As a rule, the passport indicates:
- Corporate colors (RGB, CMYK, Pantone).
- Proportions of the logo. As a rule, it is placed within the scale-coordinate grid with the parameters indicated.
- Fonts
- Standards and specifics of official letterhead, souvenir products, interior decoration, packaging, etc.
It is advisable to describe the features of the logo. For example, it is worth pointing out that it is unacceptable to place it on a heterogeneous background, use its individual components, or add additional details. In the passport, you can set a ban on trademark inversion. It is advisable to attach a description of symbolism, designations, desirable associations to the logo project.