Sometimes it’s hard to define design. Design
refers not only to graphic design, but also to design strategy. It is used in variety of industries, such as: web design, engineering, and architecture.
In this article I’ll talk about corporate design
Companies with strong brand design and identity tend to gain an edge over their competition. This happens because people associate emotions with brands, and if your brand can invoke positive emotions, you immediately gain an advantage.
A company’s brand is usually considered one of the most valuable assets on a company’s balance sheet
, and a way towards good brand is to master the art of corporate design.
In this article I’ll talk about corporate design, and its three crucial elements.
Corporate design is the official graphical design of the logo and name of a company or institution used on letterheads, envelopes, forms, folders, brochures, etc.
Corporate design is strongly tied to corporate identity
. What’s corporate identity?
Here’s an official definition:
Combination of color schemes, designs, words, etc., that a firm employs to make a visual statement about itself and to communicate its business philosophy. It is an enduring symbol of how a firm views itself, how it wishes to be viewed by others, and how others recognize and remember it.
Basically, a corporate identity or corporate image is the manner in which a corporation, firm or business presents themselves to the public
(such as customers and investors as well as employees).
In today’s fast-paced world, where consumers have almost unlimited options available to them, every company needs to establish a strong presence to stand out. A strong corporate identity can help companies with all their business goals.
The importance of corporate identity
can be seen in benefits it can bring to a business:
- Consumer loyalty
- Building a corporate persona
- Business enhancement
Company identity is what drives the entire organization to perform, what makes hiring top talent easier, and what gives the organization a framework to conduct business by. Powerful identities are coherent
— they connect three elements:
- the value proposition you offer your customers,
- the capabilities system that allows you to create that value, and
- the set of products and services that leverages those capabilities and delivers against your value proposition.
And any good corporate identity begins with great corporate design.
Elements of good corporate design
1.Logo A logo is a graphic element that succinctly and quickly identifies a company.
It is a way to visually represent a product or a company. It must do that in a way that’s memorable and briefly tells their story.
Typically, a logo is designed for instant recognition. Users can often recognize a company just by its logo. But a logo is only one aspect of a company’s brand strategy. It helps to differentiate a company from its competitors.
However, a great logo doesn’t mean anything until the brand makes it worth something.
Some of the elements used in logo design
to communicate this positioning, message and tone are:
- font choice,
- custom typography or calligraphy,
- illustration style,
- shape and style, and
- historical reference.
All these elements come together to communicate certain things.For example: rich, organic and home-styled; clean, corporate, strong and efficient; or soft, sensuous and luxurious.
A well-proportioned, clean font can make all the difference on a website or even a corporate flyer.
All website text, not just for corporate websites, should be readable
. A web designer should take into consideration the different browser rendering engines. Text fonts are not displayed the same across browsers. Usability
also plays a large role in typography design. It’s not a good idea to include text in images, and not include <alt> tags, since search engines crawlers can’t read them.
Every good corporate design should take into consideration color combinations, color meaning, and color theory. The corporate color scheme makes a strong statement about an organization and how it does business.
Color should emphasize the philosophy and strategy of an organization.
According to research
, people make a subconscious judgment about a product in less than 90 seconds
of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product. 80% of people believe color increases brand recognition.
To create a corporate identity that drives success by standing out from competition, you have to concentrate on corporate design. By defining your brand values and then crafting the company’s identity around it, you will create a strong presence and invoke positive associations in your customers.
If you need help with design, contact
us today, and we’ll be glad to help.