Brand equity
Graphic identity is an outward expression of the personality, values, and goals of a company or institution. How a company presents itself to consumers reflects upon the company and its brands. Logos, symbols and related graphics express a commitment to an identity and how much they value how their brands are perceived in the minds of consumers. Each point of contact or touch point that you potentially have with a consumer is an opportunity to reinforce your brand, a chance to communicate the essence of the company and strengthen how you want to be perceived. Conversely, a poorly managed brand image can be detrimental at these consumer intersections.
The logos is just the start
Logos or mnemonics are just the starting point of creating a brand identity. Depending upon the company its product mix and market reach, the set of logos alone can become a great task to manage. While each product brand may not look the same as the next, they should have a family feel while still being distinct about the product they are associated with. Thus, at the very least, each logotype should be fully defined down to the last Pantone color, line weight, encroachment zone, proper and improper usage, etc. And each icon should be prepared and readily available for use throughout the organization in various file forms for specific uses. Such as EPS for print, JPG and GIF or screen and web and so on.
More complete corporate identity packages include a set of boundaries that encompass all aspects of the corporate image from acceptable use of color down to the type of fonts used when typing a formal business letter. Below is an example of a basic, color representation and description of a dimensioned logotype. This typically is followed by a series that shows the icon for use in black & white settings, reverse images use and other specific applications, such as a vinyl graphic or embroidered image on a ball cap.
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Complete control means complete freedom
As mentioned, the more complete corporate identity packages include a set of boundaries that encompass all aspects of the corporate image. This shouldn't be viewed as a means of having supreme control over what your graphic designers and outside creative agencies are able to do in how they present your company. In fact, it should free them to move more quickly in their tasks as the guide will give them a set of boundaries and examples for use without tying their hands. Creative license is always something that we should pursue, but with the overall goal of having our end results being unmistakable associated with our company and pr product brands.
Furthermore, having a complete and detailed corporate identity (CI) can be an excellent means of ensuring that internal groups have access to the correct art and guidance in its proper usage. Including a glossary with examples can be a real help to business people who may not be have access to the creative team, but is still responsible to prepare a good-looking PowerPoint presentation for an internal meeting. Providing help and information to guide them in the proper use of certain file types and coaching them on proper resolution of files for screen and print use (as shown below) can make their jobs easier and less stressful.
Here is a PDF of a simple, brief version of a CI. Keep in mind that these, like so many other tools, only need to be as complete as is necessary to maintain the integrity of your brand identity.
EXAMPLE: FKM USA Corporate Identity
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