The most popular brands recognized worldwide have spent countless months honing their corporate identity. But what is corporate identity? Most people interchangeably use corporate image or branding with corporate identity. Although these three components are intertwined, the apparent differences will make you realize you’ve been misusing the terms. In this article, we’ll delve into corporate identity design, how it differs from image and branding, and tips to create a memorable one.
What is Corporate Identity Design?
Corporate identity design is the visual representation of your brand. It differs from corporate or brand image and branding. Brand image refers to how people perceive your brand, while brand identity comprises all the visuals, marketing, and language that contribute to how you want to be perceived as a brand.
On the other hand, branding comprises your brand’s story, mission, and vision. It consists of the different characteristics and advocacies that make your brand unique. Corporate identity is an umbrella of your company branding.
Corporate identity design involves all the visual elements representing your organization and its people. This could be in print, online, or physical form, such as logos, billboards, or social and corporate responsibility. Your brand’s identity is what separates you from your competitors because your visuals make an impact on your target audience.
Corporate identity design is the identifying factor for customers. It’s one of the deciding factors about why customers buy from you instead of your competitors. It also showcases your unique value proposition through your visual assets. If executed properly, your brand identity could make a lasting impression on your target audience.
Components of Brand Identity Design
Creating a brand identity design requires well-thought-out planning and brainstorming with your team. Every detail, color, or typography integrated into your visuals must represent your branding and offers through a brand style guide. You need professional graphic designers to conduct research, familiarize your brand, and instill marketing psychology.
It helps if you also acquaint yourself with these brand identity design components:
Logo design
One of the first components of your corporate identity design is your company logo. It’s the entire representation of your brand and the values you believe in. Your company logo is also the first point of interaction with target audiences. Your company logo tells a lot about your brand, product, and service, so ensure you create one that is timeless, unique, relevant, and memorable.
Typography
Typography is another visual component that your team and expert graphic designers must carefully consider. The typeface and font size you choose will tell a lot about your brand personality. It sets the tone of your message and overall identity. For instance, selecting a serif typeface fits more traditional brands, while sans serif fonts give off a more casual and modern tone. Choosing the most suitable typeface, designing proper kerning and spacing, and selecting the correct font size will make a difference, so work with experts.
Color palettes
According to color psychology, colors evoke specific emotions from people. This is why most fast-food chains use the color red because this color stimulates appetite. It resembles fire and energy, which is suitable for fast-paced businesses. Orange and yellow denote happiness, optimism, and positivity, which might be apt for wellness brands. On the other hand, green represents organic and freshness, which is excellent for brands selling healthy and organic products.
Imagery
Imagery pertains to the visual elements that make up the entire ensemble. For example, the shapes, illustrations, symbols, patterns, and icons you choose to represent your brand. The imagery must also match the selected typography. The assembly must align with your brand’s identity and image and provide a more cohesive look.
Web design and digital presence
Another part of your corporate identity design is your web design and digital presence. Maintaining online visibility is a way to gain traction in your industry. It’s also another global expansion strategy that will propel your business forward. Your website design and all digital visuals must also be relevant to your brand personality. This includes online ads, social media posts, and all digital assets.
Packaging
Packaging is another essential component of your brand identity design. Your packaging is the first point of contact in brick-and-mortar stores. Product packaging must be the first promotional material that appeals to your target audience. It must convey the same value proposition you do on your business cards, billboards, logos, web design, etc. Maintaining branding consistency is essential so global customers will recognize your brand. This also applies to stationery assets like letterheads, business cards, and envelopes.
How to Create a Memorable Corporate Identity Design
Creating a clear corporate identity design can help convey your offers and messaging. It can instill brand recognition and credibility as your branding visuals will reflect your level of professionalism. Moreover, putting together a brand identity design also differentiates you from the competition and offers unified communication within your organization.
Understand your brand in-depth
Sit down with your team and understand your brand in-depth. What value do you offer that resolves your target audience’s pain points? What makes your brand different? What are your company goals? How will you change your customers’ lives? Understanding your brand on a deeper level will help you think of suitable typefaces, language, and images that align with your offerings, values, mission, beliefs, etc.
Create your corporate identity imagery
Once you’ve selected the color palettes, icons, symbols, and illustrations, with the help of professional graphic designers, you can start shaping your corporate identity imagery. Put together these various elements and ensure they weave into the other components cohesively. Every design element must complement the others and convey clear messaging. See that your chosen design, like a logo, is scalable and looks good on all visual assets.
Craft your messaging
You want your brand’s visuals to communicate with your target audience. Selecting the appropriate design components can set you up for your tagline. Include your brand promise, showcase your core values, and use descriptors that tell your brand story.
Conclusion
Establishing a brand that people will remember goes beyond corporate identity design. The product quality and value also add to your brand reputation. Additionally, customer support is one of the things people look for in a brand. Ensure you manage every aspect of your business and tie everything into a timeless and unique brand identity design.
