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The brand identity is when a big red N appears in front of you and then breaks into colorful threads that come closer and draw you into a new adventure. Netflix's identity prepares you for a dose of extraordinary content.
Corporate identity is memorable visual elements. They distinguish you from other players in the market, give the first impetus to trust between you and the client. In this material, we will tell you what corporate identity consists of and how your brand identity will appear step by step.
Content
Brand image and corporate identity
Brand image consists of the value, emotions and promises you give to the client. You are an emotional and useful function in the client's life. From this comes the tone of voice , the slogan or tagline, the platform of benefits.
Corporate style (or otherwise identity) develops these ideas, but already operates with visual elements.
Brand image and corporate identity
Corporate identity will make the brand accessible and friendly. Pompous and stylish. Brutal and inspiring. Laconic and disciplined. There are a lot of options - the main thing is that the brand is close to your target audience.
If you have the opportunity to develop the brand image and platform first, and only then take on the corporate identity, this is the best option. This way, all artistic decisions will have a deep justification.
But even if there is no platform and brand image, you will do the basic work on brand building together during the filling out of the brief or brand session before developing the corporate style.
Elements of corporate identity
All elements of the corporate identity are an orchestra. They work together and in concert. Thanks to this, the brand maintains visual consistency and expands across different marketing channels in a way that is familiar to the customer.
Logo and its variations
A logo is the main element of a corporate identity. With its help, you brand all external manifestations of your business. Most likely, designers will provide several types of logos. A large and compact version, as well as a color and black and white implementation.
Logo and its variations
For example, on a regular black and white letter printed on a printer.
Your logo can consist of text or a graphic sign, as well as a combination of both. For each logo variant, you will receive guidelines for their placement.
For example, the possibility or impossibility of using them on backgrounds of a certain color. Or the need to take into account the safe zone - the space that should separate the logo from other elements.
Logo Usage Rules
Colors
Colors are the language of emotions. Your brand should be in the context of colors. Their combination evokes the associations you need in the client.
Not only can colors be used to convey a brand message and be perceived as a distinctive feature, they can help to differentiate your business areas, separate product lines from one another, or create a different image across different marketing channels: social media, print advertising, or instant messaging.
Colors in identity
In addition to using colors as fills or as simple graphic elements, the palette will appear as tints in your photographs, colors in illustrations, or headings on your website pages.
Fonts and typography
It may come as a surprise to you, but fonts and typography are a huge and complex world. Every drop of curl in a letter or compensator-bend inside a letter plays its role. That's why choosing fonts may not be quick.
Typography in corporate style
In terms of time and money, corporate identity developers can offer you 3 options:
Free fonts: Every designer has a huge collection of fonts in their library. Assessing how well certain fonts will fit your business will take time.
Paid fonts. Sometimes designers feel that only a specific previously created font can make you memorable or convey the character of the brand. In this case, you will have to pay an additional license fee for its use.
Designed font. This is the rarest situation. Creating a font can take several months, and its cost can be thousands of dollars. Usually, only big brands need a unique font.
Be sure to make sure that your brand book (document describing your corporate identity) includes options for using fonts for different types of media materials.
Perhaps this description will be placed in an lithuania phone number material additional special document – brand book guidelines – or your brand book will have a separate section on typography. This section will contain rules for layout, combination of fonts, their styles and indents between them.
Inonki, illustrations and graphics
Using basic lines, shapes, covers, you can design your media materials. Icons and graphics may not necessarily be used on the site. Iconography, for example, can be used in the design of room navigation.
Illustrations can bring lightness and humanity to your visual communications. It is important that designers consider the options for using illustrations and make a selection of such graphics on stocks or agency artists create a universal set of illustrations for you.
Layouts, animation, photographs
If you don't want to split up the work on identity, ask to prepare all the types of brand manifestations you need in marketing channels. Otherwise, it will turn out that your logo and colors will be prepared by one person, and, for example, another person will work on the design of social networks.
In the worst case scenario, your brand will disintegrate into grains – it will be different in different manifestations. You must be perceived as something integral and constant. Only then will you be remembered and loved.
Mockups in corporate style
Therefore, at the stage of setting the task to the agency or freelance designer, clearly formulate the implementation of which materials you want to see.
These may include: outdoor advertising layouts, a website, letter layouts, banners for online advertising, social media design, printed product layouts, an artistic approach to selecting photographs and rules for their use.
