Uniqueness . The key aspect of corporate identity is its uniqueness. It should not be similar to the "handwriting" of other companies, including logos and combinations of color elements.
Memorability . The corporate style should be easily recognizable and well remembered by potential clients.
Significance . The corporate identity should briefly and simply convey to the public the distinctive features of the company, highlighting its competitive advantages.
Coherence . The attributes of the corporate identity, including brazil mobile number list graphics, headings, colors, and logo, should have a logical connection. The logo must clearly reveal the scope of the brand.
Scalability : The graphic elements and texts of the logo must remain legible at different sizes: from a business card to a sign or a large billboard on the highway.
Flexibility . Corporate identity must be flexible and change along with changes in the company's development.
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Types of corporate identity elements
Each detail of the corporate identity performs its own unique function, and together they create a holistic and recognizable image of the enterprise.
Trademark
A trademark is the main element of a corporate identity. It is patented to protect against unfair competition and is often the official name of a company.
Trademarks come in the form of:
names written in words - Sony, Colgate;
images, symbols - shell;
volumetric forms - the shape of drink bottles, perfume bottles;
sound and musical compositions - call signs of a popular radio station;
combined - image + text Sber.
The main purpose of a trademark is to distinguish a company from many other brands and make it memorable, easily recognizable among dozens and hundreds of enterprises.
In Russia, a trademark is designated by the symbol R or the words "trade mark" and "registered trademark". Other designations, such as "Trade mark" or abbreviations of these letters do not have legal status in Russia.
Logo
This is an important element of the corporate style. It is necessarily drawn on all types of media products. The logo can be in the form of a graphic symbol, an inscription using a corporate font or a combination. But it must be elegant, laconic and convey the idea, style and mood of the company.
Logo design allows the client to quickly recognize the brand. The symbols in the image show the history of the company and the idea that the company wants to convey to its consumers, this helps to remember the brand easier.
Logo
Source: shutterstock.com
When the meaning is clear, it is much easier to remember a trademark, for example:
The Google logo symbolizes the high speed of searching for any necessary information;
The Mercedes logo tells us that the engines of this brand operate in three elements: on water, on land and in the air.
Logo and trademark are different concepts. The second includes the first.
Slogan
The logo is often called the face of the company, in which case the slogan can be called its voice. The phrase with which the brand addresses people creates a mood and helps them better understand and feel the product.
The purpose of a slogan is to establish contact between a company and its customers. When this phrase comes to mind when an organization is mentioned or you quote it, the task is accomplished, you have heard the brand's message.
For example:
M.Video - "We care."
Toyota - "Drive your dream".
Coca-Cola - "Pour in."
KAMAZ - "Tanks are not afraid of dirt" (but they couldn't register it and lost it).
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Corporate colors
They highlight, make the company's image more vivid and emotional, make it remain in the memory of potential buyers and later help to quickly find the right brand among a large number of competitors.
As a rule, primary and secondary shades are used. When creating a corporate identity, 1-3 primary colors and a larger number of secondary colors are selected. There may be a large group of companies that uses a whole design system, where each shade is primary in its segment within the company. An example is the Yoola brand.
The colors used to create a corporate identity are used in all cases of brand contact with potential clients: this is the design of all advertising materials, the organization's website, sales areas, the design of the company's social networks, etc.
When creating a corporate identity, it is important to remember that the combination of different color shades evokes certain associations in people, for example:
red - importance, power, youth, energy;
orange - energy, friendliness, creativity, uniqueness;
yellow - inspiration, happiness, enthusiasm;
green - ecology, safety, beginning, growth;
blue - security, calm, new beginning, stability;
purple - mystery, mysticism, space, romanticism, wealth;
black - power, the color of the subconscious, premium;
white - purity, virtue, simplicity, lightness;
gray - versatility, neutrality, formality.