CommentsUnderstanding Corporate Identity One
By David Robertson
Part One
This five part discussion of corporate identity has been developed to answer common questions asked by clients.
Developing corporate identities is a graphic designer's most widely recognized activity and, at the same time, the most poorly understood.
The common perception is that corporate identity begins and ends with a logo, a simple device that looks like the work of minutes. School students design them in art classes. Clip art software offers thousands of ready made pictograms. So how difficult can it be?
In reality the logo is only one item of a complex mix of elements that form a company's public image, its corporate identity. Although, in many cases, a company only commissions a designer to produce a new logo and business stationery, a complete corporate identity requires the consideration and specification of a great deal more.
In providing a professional identity development service a designer must consider the future flexibility of the logo even when extended applications are not required. A complete corporate identity programme may include the style of brochures, the appearance of buildings, uniforms, signage, vehicles, the way letters are written, the finish on products, the naming of the products, the interrelation of brands or any of the many aspects that affect our attitude to a company.
A designer requires a broad business and industry experience to capably advise on all these matters. Skilful manipulation of identity elements helps to build a customer's perception of the value and quality of the goods and services being offered.
Source:
Design Institute of Australia
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