designreilly : DESIGN STRATEGIES






	design strategies > media & entertainment > internet

	CORPORATE IDENTITY A corporate identity is represented by an identifiable logo. This logo is created by a language which uses symbols. The importance of using symbols is to communicate valuable messages to your consumers and to provide them with a visible entity that helps humanize your corporation. Your corporation's logo should immediately relate the quality of your service or product, speak of your corporation's goals and philosophy, and provide a means with which your customer's can personally identify. The purpose of having a corporate identity is to create a cohesively consistent image which brings clarity to the message you are trying to convey to your customers. It is with this consistency of image and clear message that assists in building trust and believablity to your customers about your product and your company's purpose. It is, therefore, a critical marketing strategy to attain a strongly dynamic corporate identity which creates trust and loyalty with an immediate recognition of who you are and what you represent. The positive image that your customers percieve depends upon the strength of your identity. Therefore, it is vital that your company's identity position you in the marketplace to be a powerful and longlasting force for continued success. The following design strategy is the essential marketing component to: (1) establish your company as a believable trustworthy entity; (2) create an instant recognition of your service or product, and; (3) establish a positive emotional response from your customer for repeat business. STRATEGY OVERVIEW corporate logo design or redesign logo implementation to corporate collateral systems (letterhead, business card, fax sheet, invoices) systemization of corporate identity standards manual with in-house corporate training to maintain consistency and clarity throughout all uses of corporate identity application of corporate message with clear presentation of identifying corporate logo to all promotional material, advertisements, websites, annual reports, vehicles THE PROCESS Phase I: Analysis Information is gathered from company employees and management to define: how the company is or should be perceived company goals and philosophy marketing objectives and strategies internal environment of the company perceived corporate strength and weaknesses future communication needs and objectives Information is gathered from customer base to establish how the customer's perceive company. Present collateral and promotional materials are gathered and reviewed. Phase II: Design exploration Developement of a design brief clearly defining the marketing criteria and communication objectives of the company with a written statement of purpose. Exploration of possible image directions based on the design brief. Two to four logos are prepared. Presentation of roughs to the client with the purpose of clarification accurate interpretation of company's message. Phase III: Design refinement Approval by company of basic design directions and refinement of logos are finalized for final approval. Presentation of refined logos to client. One logo is chosen for corporate implementation. Phase IV: Implementation A corporate identity standards manual is prepared providing application of the identity throughout all corporate materials. The manual supplies graphic specifications for every aspect of usage of the corporate identity on all materials. Phase V: Corporate Training Training is provided for all employees involved with print buying of the appropriate and inappropriate uses of the corporate identity. The purpose is to maintain the corporate identity intact and to retain consistency throughout all systems of identity use. This provides a safeguard for the identity from becoming diluted and the message from becoming confusing.