We’ve put together a series of dedicated Insights into our work at LaserLines Creative.
This issue gives details of the processes behind our Corporate Identity work.
If you would like to know more, or have a project in mind, please Get in Touch
What does your corporate ID say about you?
Does it inspire confidence and exude professionalism?
Is it consistent with the real company behind the public face?
Why is corporate identity important to a company
Corporate identity is the face of the company that is portrayed to the world. It encompasses many elements of a company’s operations and communications; logos, stationery, advertising, print, uniforms, signage and decorations. For larger companies it will include corporate behaviour (branding): internal values, strategy, mission statement and norms. It is the collection of visual sources, messages, and media by which the company conveys its uniqueness or brand to its different audiences.
Corporate branding is a unique, individual look that emphasises the personality of the company and differentiates it from other businesses and organisations. Whether it’s a specific colour and typeface (orange and cooper black for easyJet) or a simple graphic (Nike) each design will have its distinctive place in the market. Successful brands are instantly recognisable around the world for service, quality and trust.
Branding is a business process that is planned in every detail and integrated throughout the company. It is one of the most important assets a company can own, providing direction, inspiration, philosophy and energy for the brand. It can influence corporate culture and change the attitudes of employees.
Many companies understand that a strong and positive image can be a powerful force when expanding their operations. When executed correctly, corporate identity (branding) can create trust, strong brand value, continuity and a perception of quality, for the company, products and services. Consistency is an important element in the application and stringent guidelines are prepared on how it should be applied to all areas of a company’s operations.
The first part of the process is to agree internally what you want from the new logo or branding. For example: does it relate to a product, a service, a company or an organisation? How will you use it? What message do you want it to send out to your target audience?
What personality should the logo convey? Should it use a specific colour or typeface? Is it a graphic or typographic logo style?
There are many questions like these to answer, and the best person to ask them is a professional designer. When the designers understand your branding requirements and personality, they can prepare concept ideas for discussion. These can be shown on stationery, web, signage and vehicle templates – anything that your company uses – to show how it will look in its final form.
The chosen design is illustrated into a master file for artwork (printed items), signage (outlined for vinyl), reversed print (white image) and re-portioned (for small printed items).
Company stationery is becoming less prominent as websites and emails take over, but business cards and letterheads still play their part in forming an impression of your organisation. A simple design can give a strong positive impression, and with easy access to high quality digital printing and effects, any company can afford to project a consistent corporate image.
Depending on your business, printed brochures may play an important part in your promotional mix. The corporate identity is the ‘rules’ to designing how a brochure will ‘look’ and ‘feel’. Colour, typefaces, structure and photography all play an important part in the final results. A good design will enhance a company’s standing and help generate more sales.
Folders and Binders
These are very effective when presenting a wide range of information. Colour brochures, laser printed sheets, large plans, data sheets and spread sheets can all be combined into a ‘corporate styled’ folder or binder. Many styles are available from simple, card pocket folders to larger, 3 or 4-ring binders using paper cover card.
Direct marketing and email campaigns
A great way to promote offers, information and services to existing or new customers. In addition regular mailings will increase awareness of your company through consistent corporate identity, strong branding and creative ideas.
A business’s website is its ‘shop window’ to the world. It’s important to make the right impression straight away. The website should follow the style set in your corporate identity and reassure the viewer that you are a business that is professional, organised and approachable.
We offer a wide range of options to give you a strong online presence, please see our Digital Marketing section for more information.