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The importance of a strong corporate identity and how to achieve success in its design
A study conducted and reported in an article from the American News Service by Miriam Zoll found that by the time American children are three years old they recognize, on the average, 100 brand logos.
A logo is a visual identity that should set your organization apart from your competitor's. It is the first step in creating an identity as a whole for your company. Some logos are illustrations only. Some are just words. Some are a combination of both. You need to decide what works best for your firm.
Designing a logo is a process that requires a lot of thought. There are a few steps you should take when beginning this process.
Define the use of your logo
For example, will it be used on signage or corporate vehicles? Will your logo need to be animated for use on television? Or, will it be used strictly for brochures and newsletters? Or, all of the above. If so, it must be designed to fluctuate in size without losing its design.
Define your budget
Is a multi-color presentation possible?
Define the image your company would like to uphold
Are you conservative? Fast paced? Steady? High tech?
Once you have the above areas defined, you should make a list of facts about your company. These should be words associated with your firm and words associated with the products or services of your company. This list will give you ideas to work with when designing the actual logo.
You've now reached the point of design. What makes a good logo? What will make your firm stand out? How should you proceed? There are a number of things that are fundamental in creating a strong corporate identity. The following are crucial in the professional development of a logo.
Type Selection
Simplicity and clarity are essential. Type fads come and go. You must avoid them so as not to date your logo.
Contrast
The lines used in letters and illustrations should be strong to create instant recognition and identification.
Proportions
Be wary of extreme shapes, such as wide horizontals or long verticals, which can create problems.
Suitability
Your logo should exemplify success and strength and needs to be related directly to your business, its service and its products.
Clarity
Keep things simple. Attempting to be too clever or abstract can lose the meaning of your logo.
Originality
Check out the logos of your competitors. You need to be distinctive by setting yourself apart from the competition while avoiding visual cliches and amateurish designs that will distract from your logo's value.
It is best to have a few different logo designs to choose from. Consult a qualified firm with experience in logo and graphic design. Test these logos. Ask your consumers what logo they feel works best for your company. Once you have chosen a final logo, you need to stick with it. Incorporate it into all of your advertising. Brand your company with this logo. When people think of your company, your logo should automatically come to mind. When people see your logo, your company should automatically come to mind.
Finally, it is important to keep your corporate identity updated. Any firm is reluctant to give up an identity mark that has built some value; however, the need to keep up and keep fresh should also be kept in mind.
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