Corporate identity for the company is the strongesta tool to promote the market. It must correspond to the social and psychological needs of consumers, their perceptions and expectations. Creating a corporate identity of the company is quite a complicated process. It involves solving a variety of creative and organizational issues. Let's consider further how the creation of elements of corporate identity takes place.
Relevance of the issue
Today, many leaders of both large and smallsmall organizations come to the conclusion that the creation of a brand and corporate identity is one of the key directions in the work to promote the market. However, one must understand that it is not every organization that can implement the necessary measures at the beginning of its activities. The problem is not the availability of sufficient funds. The main difficulty is to understand your image, the idea of which lies at the heart of the corporate style. If the organization starts working without its own symbolism, then this can negatively affect its image. Creating a corporate identity and logo will stand out from the mass of competitors. If the organization's capabilities are limited, it is necessary to use at least a minimal set of components. Among them, for example, there may be a slogan, a trademark, made in a certain color range.
Development (creation) of corporate style is carried out in several stages:
- Carry out marketing research.
- Formulation of a key idea that will be expressed in style. It will reflect the image that should be formed in the minds of consumers.
- Designing the basic elements.
- Legal protection.
In the course of these studies,the work of the organization, its products, the sales market and the target audience. Creation of corporate identity is accompanied by an analysis of the means of individualization of competitors, their individual components. This is necessary to exclude the repetition of other people's ideas, even in some details. At the stage of marketing research, it is also advisable to perform an analysis of registered means of individualization.
At the end of the first stage, the mainidea. It, as was said above, must correspond to the image of the organization. The creation of the corporate style is aimed at the formation of a certain image. Thinking over the idea, it is necessary to determine what organization will look for consumers: conservative or modern, creative or solid, fun or serious, and so on. The idea should correspond to the image. Approaches to its formulation can be used completely different, but the style will be considered successful if it conveys the essence of the company, its philosophy, character, values, mission, reflects the principles of work, status and priorities. Along with this, all the components that characterize the organization should be extremely clear to the consumer.
Creating a corporate identity does not involveexplanation in the trademark of the whole ideology of the organization. The task of the means of individualization is to reinforce the statements of the economic entity made on other telecommunication channels. Speech, in particular, about advertising on radio, television, in the press. At present, in the domestic practice, the creation of a corporate identity of an enterprise is often reduced to the usual playing around the name. Undoubtedly, many designers get memorable and original solutions. However, in most cases they do not allow you to convey this or that information, do not cause the necessary associations.
The target audience
Creating a corporate style involvesthe formulation of an idea that not only reflects the image of the organization, but also meets the needs of society. In this case, it is advisable to focus on the average consumer level. When developing a style, you should avoid using difficult-to-pronounce, unfamiliar words and complex elements. The solution must correspond to the socio-psychological needs of people. This will help to quickly promote the product or service.
The creation of a corporate style involves the observance of certain rules:
- Laconism and simplicity. The logo should not contain complex compositions, poorly readable components, a large number of details. It should be perceived accurately and quickly. In this regard, the name of the company should consist of 4-7 letters.
- Uniqueness. The logo should stand out and be original. Today there are stamps in many styles. As a result, many images merge with each other. The uniqueness of the logo can be expressed in the choice of the original font. It can add components that indicate the purpose of the product, the features of the organization, its status.
- Associativity. The logo should not only be eye-catching and original. A trademark must form certain associations. Together with this you can not make it completely identical products. It should be remembered that the trademark is primarily a symbol, an image. There must be a certain intrigue in it, a mystery that engenders faithful associations with the consumer.
When creating a style, you should exclude anyprobability of ambiguous perception. In addition, the trademark should cause only positive emotions. To increase the attractiveness of the logo can be concluded in a geometric figure. If a square or circle is used, the components that are located in them must be bright and original.
It should be remembered that the logo will be usedfor various purposes. In particular, for printing business cards, booklets, posters, banners. All these advertising tools have a different scale. Accordingly, the logo should be in a format that can be adapted to a particular size. The trademark must be made in such a way that it can be easily read from different carriers. Particular attention should be paid to the contrast and colors. All elements of the logo should be clearly visible and in black and white.
Passport of standards
It contains instructions for the correctuse of the logo on various media. Passport of standards is indispensable in the process of manufacturing promotional products, as it facilitates the introduction of symbolism without distortion. The content of the instructions will depend on the task of the PR campaign, the kind of activity of the organization itself. As a rule, the following is indicated in the passport:
- Branded colors (RGB, CMYK, Pantone).
- The proportions of the logo. As a rule, it is placed within a scale-coordinate grid with parameters.
- Standards and specifics of the design of official forms, souvenirs, interior, packaging, etc.
It is advisable to describe the features of the applicationlogo. For example, it is worth pointing out that it is unacceptable to place it on a heterogeneous background, use its individual components or add additional details. In the passport, you can set a ban on the inversion of the trademark. To the project of a logo it is expedient to enclose also the description of symbolics, designations, desirable associations.