In this article we will analyze once and for all, as well as define what a corporate identity is. We will disclose only a small part of the brand development process, namely the visualization and certification of items 5 and 6 in the brand development stage diagram. You can learn more about all stages of branding in the article - Corporate identity is not a brand
1. Visualization of any brand consists of: - Logo and its variations - Color palette - Fonts and typography - Graphic elements and backgrounds - Icons and pictograms - Illustration style and photo images This is the maximum set of visual constants for your brand. If all these elements are professionally designed, they can be used to create any number of corporate identity media. 2. List of all carriers of corporate identity Before ordering a corporate identity, decide for yourself a few points: —How exactly do your customers come into contact with your brands? —What media for your business (trade mark, brand) are primary and which are secondary; —How do you want to express yourself through your corporate identity? We have compiled a list of all the elements of the corporate identity that can be carriers and the main points of visual communication of your brand: 1. Sign and logo — the Main variant of the sign and logo -- Additional variants of the sign and logo 2. Color palette and background — the Main color scheme -- Additional color schema —Background pattern 3. Fonts and typography —Recommended typesetting font 4. Icons, pictograms and style of photographic materials and illustrations -- Icons of commodity groups -- Icons of departments —Informatics and pictograms -- Examples of photographs -- Examples of illustrations 5. Corporate documentation —Business Cards — Blank —E65, C5, C4 Envelopes — A4 folder - Diary -- Notebook A5 3. Guidelines for the implementation of corporate identity. This is NOT a brand book! The corporate identity media that were developed in the second paragraph can be documented and the rules for their further implementation and application can be described. The Corporate Identity Guide is a technical document for contractors and internal use, with a description of all elements of the corporate identity, their variations, rules of use and construction. This document contains the following information: —Logo construction —Logo block —Logo usage Guidelines —Logo safe fields —Inadmissible options for use —Color schemes —Recommended fonts —Icons and photographic materials —Corporate documentation Construction guidelines —Examples of implementation on digital media —Examples of souvenir products —the rules for building the interior and exterior —the rules for creating advertising materials You can also find other terms from the certification of corporate identity: Style Guide - a set of developed rules and elements for designers and developers that they must follow. This is done to ensure that the visualization of the brand looks holistic and is done in the same style. Cut-guide - a list of all the materials that are necessary for the implementation of complex processes associated with the creation of corporate identifiers, detailed instructions with a set of specific actions. Branch book (retail book) - necessary in retail, contains the standards for the design of the sales object, description of materials and technologies, rules for working with them, branding elements. Logbook- instructions, a set of rules that govern the use and placement of the logo and its elements on various visual media of the brand. Guideline is a guide that describes both correct and unacceptable uses of visual brand identifiers: corporate colors, logo(Professional Logo Design Agency in UK), brand name and their location.
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