Corporate identity in questions and answers

What kind of person is called stylish? Someone who is dressed with taste, and at the same time, every item of his wardrobe is selected in accordance with the general idea.

The situation is similar with corporate identity. The visual image of the company should not only be spectacular and attractive. Every detail is designed to complement the unified concept. This is when the brand is easily recognized, remembered and distinguished from competitors.

Let's look at a few important questions that will help the customer successfully select designers for corporate identity development, independently evaluate the quality of their work and spend your advertising budget wisely.

What is corporate identity and what does it represent?

Corporate style is not just a collection of visual elements made in the same color and stylistic solution. 

This is a unified approach to creating a brand image in advertising, business documentation, and product packaging design.

What makes up a unique corporate identity that distinguishes a company from many others?

The visual image of many well-known companies was developed on the basis of a well-chosen name. Most often it becomes part of the logo. 

Logo

A good logo not only conveys the idea of the brand, makes it stand out from others and is easy to remember. The colors, font, and style of the logo are correlated with other graphic components that work on the company’s image.

Corporate colors

The brand's corporate colors are developed based on the color scheme of the logo. This is one of the most important elements that is associated with the company’s activities and is present on any media. 

Fonts

The task of corporate identity developers is to find a special font that will correspond to the main idea of the brand and emphasize its uniqueness.

Other graphic elements

To design the company's text materials, original graphic elements are created. These are headings and subheadings, bulleted lists, patterns, icons, infographics, and so on.  

Design of advertising media

An important component of corporate identity is the creation of ready-made layouts for branding various advertising media and means of communication. This could be a website, a page on social networks, a business card, a letterhead, a folder, a calendar, a booklet, a leaflet, a banner and much more.  

Why does a brand need to develop a corporate identity?

A well-created corporate identity is one of the most powerful promotion tools. It helps a business gain a strong foothold in the market and solve several important problems.

Make the company recognizable

Do you want an example of how your corporate identity works effectively? Remember the symbolism of Beeline. Any item, leaflet, outdoor advertising, decorated in bright black and yellow “bee” stripes instantly evokes the image of a mobile operator.

Set yourself apart from your competitors

With the right strategy, corporate identity helps you confidently express yourself by contrasting the company and its products with competitors. 

Build customer trust

A unified visual image of the company strengthens its authority and gives customers a feeling of reliability.

Reduce advertising costs

When the target audience is familiar with your corporate identity, there is no need for ongoing costs to promote goods or services.

Brand Identity Features 

One of the main tasks of corporate design is to work on the company’s image. A stylish and respected brand inspires trust and attracts regular customers. 

Another important function is to help your target audience identify your business among many others. A familiar logo, brand colors and fonts make your advertising message stand out and give it extra weight.

As a result, the company receives an increase in sales. Brand reputation influences people when making a purchase. Many people are willing to pay more for products with a familiar logo than for others, believing that their quality is higher. 

Also, corporate identity is important for strengthening the corporate spirit of the company. Feeling their involvement in a well-known brand, employees feel a sense of pride, which will certainly affect the quality of their work.

Corporate identity nuances: symbolism, color, graphics

There are several rules in developing a corporate identity, adherence to which is important for effective design. 

Symbolism

The key image of the company must correspond to the area in which the business operates. It is appropriate when the logo of a law firm evokes a feeling of reliability, and that of a beer brand - adherence to old traditions.  

The symbol should be simple, memorable and recognizable. But the main thing is that it must clearly convey a specific idea that reflects the essence of your company. This evokes a positive response from the audience, a desire to meet you halfway. 

You should also use unique images designed specifically for you. A picture downloaded by a designer on the Internet will not arouse people’s interest in the brand.

An important point is the versatility of the logo and other elements of the corporate identity. They should look equally good at any scale and on any medium. 

Color range

The customer’s field of activity also influences the choice of corporate colors. If you work in mass sales, bright colors are more suitable for the company, if in the financial sector - calm colors, for example, green or blue. 

An important nuance - a good corporate identity usually includes no more than two colors. A palette that is too rich can create a feeling of chaos and irritate the audience. 

In addition, the multi-color corporate style will require large costs for printing advertising materials. And some colors may be distorted on different media.

Fonts and other elements

Like all other components, the corporate font must correspond to the overall concept. If a company produces products for women, it is appropriate to choose a light and elegant headset; if it works in the financial sector, it is appropriate to choose a business and modern one. 

This also applies to other style-forming elements - patterns, vignettes, headings, icons, or the design of photographs and art objects.

Good readability is important for typography. The text should be easy and quick to understand so that the information you want to convey is not missed because the font is too fancy. 

How is a corporate identity created?

Developing a corporate identity is more than just design. This is the thoughtful work of a whole team, which includes marketers, PR specialists, copywriters and illustrators.

Filling out the brief

By answering questions from a well-written brief, the customer not only demonstrates his visual preferences. He helps the performer formulate the brand’s mission, its key idea. It is important that the client gives detailed answers to each point. In a professional studio, an art director will help him with this. 

Gathering information and searching for ideas

The work does not immediately begin with creating sketches, selecting colors and corporate fonts. First, an in-depth analysis of your business is carried out. the needs of the target audience are determined, the corporate identity of competitors is studied and a unified promotion concept is developed.

Logo creation

When the brand's advertising concept is developed, the designer comes into play. If you contact a professional studio, at the logo creation stage you will be offered sketches with several independent images. The option that seems most suitable to the customer is refined until it expresses the main message to consumers as clearly as possible.

Development of other elements

The next task is to create auxiliary graphic elements that will help give a unified style to any advertising materials or business papers. 

The set of components that make up a corporate identity is reflected in a guide book - a small brochure of several pages.

Creation of a brand book

To ensure that corporate identity elements are always correctly depicted and placed on different types of products, a brand book is created - a kind of passport of brand standards. 

This set of rules contains recommendations that leave no room for misinterpretation when using company symbols

Transfer of materials to the customer

The customer is provided with ready-made layouts of all graphic elements in .EPS or .PDF formats suitable for printing, as well as .PNG for working on the Internet. 

To be able to make changes, you must also receive from the artist layouts with the .AI extension for working in vector graphics Adobe Illustrator.

The brand book is transferred to the customer in paper form and on electronic media in .PDF format.

How to evaluate corporate identity?

To determine the quality of a corporate identity, check its impact on consumers. Show ready-made design options to employees, colleagues, create a focus group of those who are your potential clients. 

Find out what reactions your brand's colors and imagery evoke in people.

Make sure the design meets several important criteria.

Compliance

The logo and other components of the visual image accurately reflect the company's activities.

Memorability.

Symbols and corporate colors are easily remembered and, if desired, can be easily described in words.

Uniqueness

The corporate identity contains original solutions and distinguishes the brand from its competitors.

Versatility

All design components are easily scalable and look impressive on any media. 

How much can a corporate identity cost?

This question is better phrased differently: how much will effective corporate design cost, rather than template work done by amateurs?

Today, novice specialists who work as freelancers sometimes offer services for creating a corporate identity at meager prices - from $50. Don't think that you will get serious results for this money. 

A design that is made without analyzing the market and competitors does not meet the quality criteria that we described above. This means it will not be functional.

Because creating a successful corporate identity is the result of painstaking work, during which many different options are tested, the psychological impact on the consumer is assessed, and a lot of improvements are made to achieve a better result.

In fact, the real cost of creating a corporate identity depends on the needs of the customer, on whether the company has a logo, whether it is necessary to create a full-fledged brand book or whether a short guide is enough. 

The cost of work is influenced by the number of necessary design layouts for branding advertising media. The more there are, the higher the cost. 

In the Veonix studio you can order the development of all visual elements that are included in the concept of corporate identity for $300. This is one of the most affordable offers on the professional design market. The result is a powerful branding concept and a complete graphics package. 

Our team has developed a corporate identity for many well-known Russian companies. We maintain constant contact with our customers and know that the design we create has been working successfully for years and helps to effectively promote products and services.

If you want to know all the details of corporate identity development, go to our page. Here you will also find cost-effective options suitable for small companies just starting out in the market.  

If you want to find out the exact cost of creating a corporate identity for your business, call 8 (495) 109 77 65, and we will calculate the price taking into account all the tasks.