A corporate identity built from the merely aesthetic limps into the strategic, and a strategic identity without an aesthetic component presents difficulties in connecting with the public.
Align your company’s corporate identity with your strategy
The corporate identity of a company or organization is born from a strategic document that collects the values, philosophy, mission, vision and purpose, if any, and subsequently becomes a textual and visual translation.
It is a combination of strategy, creativity and skill to offer a memorable and distinctive solution that serves to represent a product, a service, a company or an organization.
The key to generating a solid and coherent corporate identity is to maintain the representation of the same values, tone and style in each expression of the brand.
Minimum elements to build your corporate identity:
- Sub-issuer or slogan
- Graphic language
The optimal elements:
- Corporate Copy
- Corporate media
- Brand Book
Naming refers to the textual translation, the name that acquires a product, a project or an organization.
Choosing a good naming is essential to simplify recognition and facilitate the memory of a brand. You can choose a word, a pre-existing term with concept or even a fusion of terms, as long as it works, follows your strategic lines and can be registered.
The logo is the visual translation of the naming, and must synthetically concentrate the values that accompany a project. It is the minimum unit of content of any corporate identity and should function as a seal of recognition.
Is your logo memorable? Does it synthesize your organization’s values? Is it your own creation or have you let yourself be carried away by what moves in your sector?
Sub-emitter or Slogan.
If your brand has just gone out to compete in the market, has repositioned itself or wants to launch a new message, the creation of a sub-issuer or a slogan is necessary.
The sub-issuer functions as a phrase that defines the activity or mission of a company, product or service. They are summarized in one line what that brand is or does.
The slogan or the claim are more inspiring phrases, which seek to connect with the public, express values and offer a catchier and less descriptive phrase.
The logo is only one part of the corporate visual identity creation exercise. But there is also the corporate graphic language, which defines visual elements and helps each support to be identified as part of a whole.
The definition of graphic language is fundamental to build a coherent brand, which finds variety in its expression but recognition as part of a unified system.